Strategy Analytics surveyed owners of head-up-display-equipped vehicles in the US, Western Europe, and China regarding usage of, and satisfaction with, their head-up display. A small majority of owners worldwide use their head-up display full-time rather than hiding it from view, though such usage is markedly lower in one particular region. Most consumers are satisfied with various aspects of their head-up display. Two qualities of head-up displays elicited the most dissatisfaction among owners. Despite their visual appeal, the jury remains out regarding practical usefulness of head-up displays.