Strategy Analytics User Evaluation: Hyundai Sonata & Android Auto

by Chris Schreiner | Nov 05, 2015

Integration Issues will Result in Consumer Frustration


Boston, MA – November 05, 2015 – While Android Auto and Apple CarPlay work well as standalone systems for consumers, these systems do not provide all the infotainment sources consumers want; though declining, usage of and interest in traditional radio is still primary. Apps such as iHeartRadio and TuneIn could eventually fill this void but consumer awareness and usage of these apps is not yet widespread. Using large amounts of monthly data allowances to stream local radio is also unlikely to sit well with consumers. Given this, it is imperative that mirrored solutions are integrated well with a native infotainment system. Users need to be able to easily move from one system to another, and actively receive notifications for features in the system they are not currently in. Failing to do so can take two systems that individually work well, but create confusion and frustration when together.

A new user evaluation from the In-vehicle UX (IVX) group at Strategy Analytics ( has assessed Android Auto with the 2015 Hyundai Sonata. Users need to have the latest Android Auto software for it to work; understand what Android Auto is; understand how Android Auto duplicates features already present on the native system; and understand which features and functions of the native system will be disabled if Android Auto is enabled. This heavy reliance on the consumer themselves may lead to a confusing and frustrating experience for those who might have trouble differentiating between what Android Auto can and cannot do, and which features require the native infotainment system.

Click here for report:

Chris Schreiner, Director, IVX and report author commented, “The main long-term issue regarding Android Auto and Apple CarPlay is whether they will make navigation and other native connected infotainment features obsolete. In our benchmark for tasks which could be handled by both Android Auto and the native infotainment system, consumers overwhelmingly preferred the user experience provided by Android Auto. The interactions were smoother, quicker, and had fewer usability issues.”

Continued Schreiner, “Participants saw the native system as dated and the POI database as less accurate. In this regard, particularly given the abilities of mirroring solutions to push updates to fix bugs, OEMs should beware.”

Kevin Nolan, VP, UXIP added, “The user experience of Android Auto and Apple CarPlay will only be this seamless if users do not want to access features supplied only by the native infotainment system.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise


About In-vehicle UX

The In-vehicle UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.


Press Contacts

US Contact: Chris Schreiner, +1 617 614 0713,

European Contact: Diane O’Neill, +44 (0)1908 423 669,

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