Preferred Screen Size Grows Larger with Increasing Travel Time
In a recent survey conducted by AutoPacific, it has been revealed that there is a significant and growing demand for large, functional in-vehicle infotainment screens, particularly among long-distance drivers, frequent passengers, and buyers of electric or hybrid vehicles.
Key supporting points include:
- Long-distance drivers and frequent passengers require infotainment features such as music streaming, video playback, seamless smartphone integration, navigation, and voice-controlled assistants to improve comfort and reduce travel fatigue. The trend towards longer commutes and urban lifestyles is driving this demand.
- Electric and hybrid vehicle buyers especially emphasize advanced infotainment systems because EVs’ quieter cabins and longer charging stops create opportunities for richer in-vehicle digital experiences. The rise of electric and connected cars accelerates demand for advanced infotainment platforms that combine real-time connectivity, app stores, and interactive digital content.
The automotive smart display market, which includes infotainment screens, is rapidly expanding with a Compound Annual Growth Rate (CAGR) between 11-14%, fueled by consumer expectations for larger, higher-resolution, and more interactive displays. These displays also integrate with advanced driver-assistance systems (ADAS), navigation, and over-the-air updates, making them vital for modern automobiles across all segments, not just luxury vehicles.
Emerging technologies like Organic Light-Emitting Diode (OLED) and Quantum Dot Light-Emitting Diode (QLED) screens provide enhanced visuals and efficiency, supporting large panoramic and curved infotainment displays that improve interior aesthetics and user experience. AI-powered voice assistants and adaptive interfaces are becoming standard to offer personalized, hands-free control—features particularly valued by drivers and passengers during long trips.
Passenger cars remain the largest segment adopting advanced infotainment systems, with rear-seat entertainment also gaining importance in family and luxury models to enhance passenger comfort.
In summary, consumer demand is strongest among those who spend extended time in vehicles and who prioritize connectivity, convenience, and entertainment—long-distance drivers, frequent passengers, and electric/hybrid vehicle purchasers—driving the automotive industry to rapidly innovate and incorporate large, functional infotainment screens with sophisticated features and AI integration.
Interestingly, the survey did not provide information on consumer interest in smaller in-vehicle screens, such as those found in infotainment systems or instrument clusters. Similarly, there was no indication of a preference for buttons or rotary dials for controlling center screen content, with a clear preference for touch screen controls with tap or swipe. Additionally, the survey did not provide information on consumer interest in windshield base displays or passenger-specific functionality beyond infotainment displays and on-screen purchase capabilities.
It is worth noting that AutoPacific has been conducting market research and consulting in the automotive industry since the 1970s. The first digital display in a vehicle, which showed time and radio station, was introduced in the 1970s, and the first touchscreen display was introduced in the 1980s. The survey shows relatively modest overall demand for in-vehicle screens, with the greatest interest coming from those intending to purchase a 2 or 3-row large SUV, sports car, or large car.
AutoPacific's director of marketing and consumer insights, Deborah Grieb, states that the need for highly visible, safe, and convenient access to information and technologies is particularly important for "road warriors and multi-taskers." She also mentioned that the wider and more functional screens have less overall appeal, but interest comes from the same groups of consumers - those who drive the longest, carry passengers the most frequently, and have the highest intention for EVs and PHEVs.
In conclusion, the demand for large, functional in-vehicle infotainment screens is on the rise, driven by the needs of long-distance drivers, frequent passengers, and electric/hybrid vehicle purchasers. The automotive industry is responding to this demand by incorporating larger, higher-resolution, and more interactive screens into modern vehicles, along with advanced features and AI integration.
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