Notes: Roughly 1 in 3 new car buyers say that the audio brand in their next car will have a significant impact on their purchase consideration, and that figure rises to about half of respondents when it comes to top-rated audio system brands such as Bose and Bang & Olufsen. Among consumers who have purchased or leased a new vehicle within the past 5 years, car audio system brand awareness was highest for Bose (83%), Sony (79%), Pioneers (68%) and Panasonic (65%), per the report.
About the Data: Ipsos describes its methodology as follows:
“The Ipsos RDA U.S. Audio and Infotainment Brand Study is a web-based survey of over 4,000 consumers who have purchased or leased a new vehicle within the past 5 years covering 29 vehicle makes. The study was conducted in August and September of 2015 using SSI’s national online panel and the results weighted based on estimated total automotive sales by vehicle make.
To assess audio brand awareness levels, survey respondents were provided a list of 27 brands and asked to identify the brands available in vehicles today. Of the mentioned audio brands, respondents were asked to select one statement out of four that best describes their level of familiarity. Purchase intent was measured by providing the list of audio brands, and asking what impact the brand would have in their next new vehicle purchase decision (negative impact, no impact, some positive impact, significant positive impact).”