Audi, BMW, Mercedes Lead In User-Friendly Connectivity, Study Shows

However, more needs to be done to make customers aware the technology is on board because 39 percent of drivers are unaware of the connectivity options available to them, according to research from TNS and the BearingPoint Institute.

"Our study shows that the German premium OEMs are so far leading the way in terms of the quality and use-ability of their features," Sarah-Jayne Williams, who is a partner at BearingPoint, said in a release. "To really exploit this new era [in connectivity], all OEMs need to invest to ensure customers are aware of and are enjoying these connected features."

Right now that is not happening as 39 percent of car buyers didn’t have connected features demonstrated to them during the purchasing process, the survey shows. This is a missed opportunity, Williams said, because 80 percent of cars are forecast to have connected car features by 2020 and the survey shows that 59 percent of respondents said that connected features influenced their choice of vehicle. (See more by downloading a review on the survey by clicking in the link below.)

“OEMs are moving from a primarily B2B to a B2C model where they have the opportunity to build direct relationships with their customers,” Williams said. “Even what they sell is changing: from selling physical products, they are now selling a platform of digital services.”

The study highlighted the importance of training as 48 percent of drivers who use connected features said the technology was demonstrated to them in the showroom.

The survey surmises that automakers that don’t do more to promote connected car features such as in-car entertainment, Internet-enabled navigation and warnings about potential hazards on the road ahead risk having customers choose Google and Apple for that.

“Car manufacturers need to act fast if they are to avoid being overtaken by the big tech players,” Remy Pothet, who is global automotive sector head at TNS, said in the release.

“Smartphones are already integrating entertainment and navigation functionality with existing on-board systems, such as Apple’s Car Play and the Google powered Open Automotive Alliance," Pothet said. "Smartphone apps can help drivers find their cars if they’ve forgotten where they parked, unlock them remotely and even prepare the interior temperature long before the driver arrives.”

The survey results are based on responses from 3,724 connected car drivers from seven of Europe’s largest markets. Along with the German premium automakers, other brands surveyed included Volkswagen, Renault, Ford, Peugeot, Jaguar, Land Rover, Porsche and Volvo.