Advanced Human-Machine Interface Options Increasing in Purchase Decision Importance, Says Strategy Analytics

by Chris Schreiner, Diane O'Neill | Jul 25, 2017

Accessibility and Usability of Infotainment and Connectivity more Important than Features themselves


Boston, MA – July 25, 2017 – While Infotainment and connectivity are increasingly important in the daily lives of drivers, these factors are not differentiators when purchasing a new vehicle. A new report from the In-vehicle UX (IVX) group at Strategy Analytics “Consumer Vehicle Purchase Priorities: Advanced HMI Options Increasing in Importance”, has found that instead, it will be the ease by which the consumer can access and utilize these features that will differentiate one vehicle from another. Consequently, this has led to an increase in the importance of human-machine interfaces (HMI) in decision making.

Click here for report

Key report findings include:

·         Upfront price, fuel efficiency, ride/handling, and workmanship/visual appeal are included in the top five most important purchase priorities by respondents in the US, Western Europe and China

·         Safety features have become increasingly important in a consumer’s purchase decision, being a top 5 influencer in China and Western Europe and a top 6 influencer in the US

·         Compared to the US and Western Europe, respondents in China attributed relatively more importance to brand/ brand image, automated driving features, reputation/reviews, and infotainment features


            Chris Schreiner, Director UXIP and report author commented, “Infotainment and HMI have previously been nonfactors in a consumer’s decision to purchase a vehicle, only becoming relevant post-purchase when used. However, while this trend continues overall, we are starting to see an increase in importance of HMI particularly in the US and Europe. HMI is still not one of the top factors when purchasing, but it is the accessibility and usability of these features that counts most.” 


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 success.


About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation opportunities in the connected vehicle.  By understanding the emerging behaviors, needs, motivations, use cases, pain-points and “must-have” experiences of lead adopters and future target consumers, IVX delivers a roadmap to help you design the optimal experience.  IVX forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Through both syndicated and proprietary user-centric research capabilities, UXIP delivers strategic insights and analysis on how to optimize the user experience of new and emerging technologies. 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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