US Connected Cars 2024

Data-Driven Vehicles Are the New Frontier of Mobile Marketing

Report by Jacob Bourne  | Nov 13, 2024
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Executive Summary
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Table of Contents
Executive Summary
Connectivity becomes automotive’s new normal
Tech giants and automakers battle over dashboard control
Drivers’ preferences in connected car features illuminate advertising opportunities
EVs expand the horizon for advertisers and retailers
As cars evolve into mobile devices, advertisers gain new territory
EMARKETER Interviews
Sources
Media Gallery
About This Report
As connected car technologies go mainstream, opportunities for advertisers are expanding. But success depends on balancing innovation with consumer privacy concerns and security challenges.
Topics
Digital Advertising
Automotive
Consumer Behavior
US
Table of Contents
Executive Summary
Connectivity becomes automotive’s new normal
Tech giants and automakers battle over dashboard control
Drivers’ preferences in connected car features illuminate advertising opportunities
EVs expand the horizon for advertisers and retailers
As cars evolve into mobile devices, advertisers gain new territory
EMARKETER Interviews
Sources
Media Gallery

The parallel trends of connected car growth and electric vehicle (EV) adoption represent technological advancements that are changing consumers’ relationships with their vehicles—as well as the brand ecosystems linked to them. This means new ways to engage with consumers and new data streams that could reshape the automotive marketing experience.

Key Question: How will connected cars and EVs create new advertising opportunities and reshape consumer engagement with the automotive industry?

US Connected Car Drivers Represent an Increasingly Greater Share of Licensed Drivers (millions of US connected car drivers and % of licensed drivers who drive connected cars, 2024-2028)
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Key Stat: We expect US connected car drivers to surpass the 180 million milestone by 2028, representing 70.9% of all licensed drivers across the country by that year.

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    Table of Contents

    1. Executive Summary
    2. Connectivity becomes automotive’s new normal
    3. Tech giants and automakers battle over dashboard control
    1. Drivers’ preferences in connected car features illuminate advertising opportunities
    2. EVs expand the horizon for advertisers and retailers
    3. As cars evolve into mobile devices, advertisers gain new territory
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    US Connected Car Drivers Represent an Increasingly Greater Share of Licensed Drivers (millions of US connected car drivers and % of licensed drivers who drive connected cars, 2024-2028)Drivers Using Tethered-Only Connections Lead, but Embedded Systems Are Narrowing the Gap (millions of US tethered-only vs. embedded system connected car drivers, 2024-2028)
    Connected Car Types Could Converge in the Long Term as Embedded Systems Catch Up (tethered-only vs. embedded system % of US connected car drivers, 2024-2028)Connected Car Subscription Plans: A Comparison of Top Providers
    Apple CarPlay Will Continue to Outpace Android Auto in Connected Car Driver Share (Apple CarPlay vs. Android Auto % of US connected car drivers, 2024-2028)Monthly Automotive Subscription Features and Services US Adults Are Willing to Pay For, April 2024 (% of respondents)
    The Number of US Electric Car Drivers Is Set to Rise Significantly by 2028 (millions of US electric car drivers, % change, and % of licensed drivers, 2024-2028)

    Interviewed for This Report

    David Boice
    Team Velocity
    Co-Founder, Chairman, and CEO
    Interviewed October 9, 2024
    Phil Dunne
    Stax
    UK Managing Director
    Interviewed September 26, 2024
    Diana Lee
    Constellation Agency
    Co-Founder and CEO
    Interviewed September 25, 2024

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    authors

    Jacob Bourne

    Contributors

    Diego Dell’Orco
    Vladimir de Leon
    Chart Editor
    Chris Keating
    Director, Research
    Wendy Malloy
    Director, Reports Editor
    Naomi Rebuelta
    Copy Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst