The Consumer Technology Association (CTA), formerly the Consumer Electronics Association (CEA), set out to find the “pain points” in purchasing aftermarket car audio products. They wanted to learn what stops consumers from buying?
We know that many of the 12 volt aftermarket products are desired–27 percent want a backup camera and 17 percent want a remote starter (that’s a strong figure considering only parts of the US are cold enough for remote start, said the CTA).
Consumers want navigation, safety products, and they want good sound. Twenty-eight percent want in-dash navigation. As much as 44 percent of parents want backseat entertainment.
But here are the pain points:
Awareness–Only 15 percent of consumers know you can get blind spot monitoring or lane watch in the aftermarket.
Consumers believe the most trusted source for installation of these products is a car dealership rather than a car audio shop.
Only 10 percent of consumers are likely to purchase technology for their car at a local car stereo shop.
Also, many consumers don’t know that you can get something like blind spot monitoring at an aftermarket shop.
CTA Senior Director of Market Research Steve Koenig said, “So the channel needs to do more to show that their installers have expertise in more than just speakers and radios and that they are experts at technologies both inside and outside the vehicle.”
He added that he sees lots of opportunities for the aftermarket in this data. “People are looking at these safety systems and there’s budding interest. We still need to grow awareness, but these things take time.”
The study also looked at what makes consumers shop at a 12 volt store. It found that installation expertise was almost equally important as price. Eighty-six percent of consumers decide on a 12 volt shop based on competitive price and 83 percent decide based on the expertise or skill of the installer. Seventy-nine percent decide based on warranties offered.
The study performed earlier this year, also shows that word of mouth is crucial to store traffic as 67 percent of women and 54 percent of men decide on a car stereo shop based on recommendations from family and friends.