Nielsen: Baby Boomer Men Greatest Generation Of Connected-Car Users

by Cameron Aubernon

Published: October 13th, 2014

nielsen baby boomer men greatest generation of connected car users

Nielsen, who are better known for its television ratings system than much else, recently published a report narrowing down who exactly goes for connected-vehicle technology the most.

Short answer: Men 55 and over, college degree in one hand, $100,000 in the other.

Breaking it down further, men comprised the majority of all connected-vehicle users at 58 percent, with 42 percent over the age of 55, 62 percent in possession of a college degree, and 37 percent making over $100,000 annually.

As for how all users end up in a connected vehicle, Nielsen says safety is the biggest factor, with 79 percent believing the vehicle’s technology will keep them safe on the road. Crash notifications, Internet-enabled navigation and safety alerts were at the top of the users’ list when shopping for a new vehicle.

The entertainment side of the infotainment divide also had its day in the sun, with 36 percent of users streaming audio into their car on a regular basis, 26 percent going online, and 21 percent downloading media while riding the real superhighway.

Finally, 84 percent of women who own a connected vehicle consider having their vehicle act as a Wi-Fi hot spot is important to their needs, over 74 percent of men.

#ConnectedVehicles #Demographics #Nielsen #Reports

Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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2 of 94 comments

Jetcal1 on Oct 13, 2014

Okay, I'll bite. I'm 53 and am fortune to meet the demographic as a family. I selected the Nav on my ST because.... I can't read my Garmin anymore and the screen is bigger, and voice command allows me to not take my eyes off the road. Sucks to get old.

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95_SC on Oct 14, 2014

I can't wait for self driving so I can knock back a couple of old fashions onb the way to work in the morning!

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Recent Comments

RHD The analyses above are on the nose.It's a hell of a good car, but the mileage is reaching the point where things that should have worn out a long time ago, and didn't, will, such as the alternator, starter, exhaust system, PS pump, and so on. The interiors tend to be the first thing to show wear, other than the tires, of course. The price is too high for a car that probably has less than a hundred thousand miles left in it without major repairs. A complete inspection is warranted, of course, and then a lower offer based on what it needs. Ten grand for any 18-year-old car is a pretty good chunk of change. It would be a very enjoyable, ride, though.
Fred I would get the Acura RDX, to replace my Honda HR-V. Both it and the CRV seats are uncomfortable on longer trips.
RHD Now that the negative Nellies have chimed in...A reasonably priced electric car would be a huge hit. There has to be an easy way to plug it in at home, in addition to the obvious relatively trickle charge via an extension cord. Price it under 30K, preferably under 25K, with a 200 mile range and you have a hit on your hands. This would be perfect for a teenager going to high school or a medium-range commuter. Imagine something like a Kia Soul, Ford Ranger, Honda CR-V, Chevy Malibu or even a Civic that costs a small fraction to fuel up compared to gasoline. Imagine not having to pay your wife's Chevron card bill every month (then try to get her off of Starbuck's and mani-pedi habits). One car is not the solution to every case imaginable. But would it be a market success? Abso-friggin-lutely. And TTAC missed today's announcement of the new Mini Aceman, which, unfortunately, will be sold only in China. It's an EV, so it's relevant to this particular article/question.
Ajla It would. Although if future EVs prove relatively indifferent to prior owner habits that makes me more likely to go used.
28-Cars-Later One of the biggest reasons not to purchase an EV that I hear is...that they just all around suck for almost every use case imaginable.