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Steering into the Future Drivers’ Technology Use & Preferences

Published on August 2025

CTA’s Steering into the Future: Drivers’ Technology Use & Preferences study was conducted to gain an in-depth understanding of consumers’ technology use, behaviors and needs while driving their primary vehicle in a typical week.    

  • Specific focus areas of the research:  

  • Understand the market by profiling regular drivers’ driving habits in their primary vehicle  

  • Assess ownership and use of technologies both installed and brought into the vehicle   

  • Gauge how drivers use and manage in-car media while driving.  

  • Understand how regular drivers use technologies in their primary vehicle today and their preferences for those technologies  

  • Gauge drivers’ future interest in installed technologies in their next vehicle 

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