"Our research shows that consumers are looking for safety and convenience but aren't necessarily able to value the improvements connected vehicles can deliver," explains Kimberly Knickle, research director, IDC Manufacturing Insights.

"Successful OEMs will be those that are able to define value appropriately and entice consumers with connected vehicle technology at the right price point."

One of the major challenges for OEMs, comes down to the capabilities of the connected devices more and more consumers rely upon. According to IDC Manufacturing Insights research, consumers place high value upon their smartphone as the enabler of their digital identity.

In fact, the majority of respondents indicated they would prefer to utilize their existing mobile devices when it comes to accessing digital services such as online radio, Internet, or navigation services. To be successful, connected vehicles must leverage the capabilities that consumers already have on their smartphones and other connected devices today.