STUDY_AUTO

2012 U.S. Multimedia Quality and Satisfaction Study Results

8/31/2012
Premium-branded audio systems, multimedia features, and navigation systems continue to contribute to owners' overall satisfaction with their new vehicle. However, the incidence of reported problems with these features has increased slightly in the past year. These are among the main findings of the recently released J.D. Power and Associates 2012 U.S. Multimedia Quality and Satisfaction Study.SM

According to the study, satisfaction is higher among vehicle owners who opt for a premium-branded audio system (8.4 points on a 10-point scale) in their vehicle than among owners who don't choose that option (7.3 points), Of the 53% of vehicle owners who have a premium-branded audio system in their vehicle, 96% report that they want it in their next vehicle. In addition, four other multimedia features positively impact overall vehicle satisfaction by at least one-half a point. The top five features that most positively impact satisfaction are:

1.    Premium-branded audio system
2.    Steering wheel controls for audio system
3.    Satellite radio
4.    Navigation system
5.    MP3-capable CD player

Still, the number of problems vehicle owners experience with their multimedia systems has increased slightly, compared with 2011. Problems are measured per 100 vehicles (PP100), with a lower PP100 score indicating higher quality. In 2012, vehicle owners experienced 7.0 PP100, on average, compared with 6.9 in 2011. Problems with the navigation system map (missing information, wrong directions, screen in poor location) have increased by 0.1 point to 1.5 PP100, compared with 1.4 in 2011, while problems associated with the navigation system freezing up have increased by 0.3 point to 0.7 PP100 from 2011.

Panasonic Automotive Systems Company of America ranks highest in the AM/FM/single CD player segment with a score of 3.5 PP100. Delphi Automotive and Clarion follow in the rankings with 3.7 PP100 and 3.9 PP100, respectively.

In the AM/FM/single CD player/satellite radio segment, Continental Automotive ranks highest with a score of 3.5 PP100. Delphi Automotive and Panasonic Automotive Systems Company of America follow in the rankings with 4.6 PP100 each.

Bosch ranks highest in the AM/FM/single CD player/satellite radio/navigation segment with a score of 7.9 PP100. Mitsubishi Electric Automotive America, Inc. (8.8 PP100) and Denso Corporation (9.4 PP100) follow in the rankings.

"As overall customer interest in new media technologies grows, so do expectations for having these technologies in their next vehicle, leaving older technologies by the wayside," says Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates. "This shift in expectations is evident in the top five features that most positively impact satisfaction. Navigation systems are constantly being upgraded, and as new layers of interaction and information are added, the more complex these systems become--which leads to growing pains and increased problems."

The 2012 U.S. Multimedia Quality and Satisfaction Study is based on responses from more than 74,000 new-vehicle owners who purchased or leased a 2012 model-year vehicle. The study was fielded between February and May 2012. Twenty-eight multimedia permutations are evaluated, which include different combinations of the following systems: AM/FM radio; cassette player; single CD player; multiple CD changer; navigation system; and satellite radio.

Related Articles