The clockspeed dilemma
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- Bu səhifədəki naviqasiya:
- Focus group results
- Two roads to the same place: An increasing desire for mobility options
- Focus group participants: Aging/Parents
- About our focus groups
- 65 is the new 45. “I don’t have to take the keys away from my dad.”
The clockspeed dilemma 9 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853 Changing consumer behavior and a transforming competitive landscape © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853
The Sexy Dynamic Experience is not simply for smartphones. The auto industry now faces it in multiple areas. Changes in consumer behavior and changes in the competitive balance are together accelerating the pace of innovation in the auto industry, especially in the key areas of mobility- on-demand, autonomous vehicles, and connectivity. In each of these spaces, an accelerated pace of innovation is occurring at different rates, forcing the auto industry to address a number of faster clockspeeds, from affordable upgrading of sensors, actuators, and displays in 18 to 36 months to quarterly over-the-air upgrades of software.
The clockspeed dilemma 11 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853
Consumers want one trillion miles of more mobility Focus group results In previous papers, we described how innovations in autonomous vehicles, connectivity, and mobility-on- demand are affecting consumer behavior and creating new unmet consumer needs. We haven’t changed our perspective. Those innovations are producing changes in consumer behavior that lead them toward the Sexy Dynamic Experience, creating the faster clockspeeds that the auto industry must satisfy—especially when it comes to mobility options. One thing is different, however: We are floored by how much the pace of change has accelerated in just one year. When we look at focus groups and our modeling, we understand why. Two roads to the same place: An increasing desire for mobility options Two generations will largely drive consumer demand in the future, the millennials and the “baby boomers plus”— those ranging in age from 45 to 75 years. Both groups are changing their behaviors but in wildly different ways. The boomers are moving into cities and holding onto their cars, at least for now. Millennials’ income and debt levels restrict their buying power and reduce their brand loyalty. The boomers and millennials share one interest, however: They already like mobility-on-demand services. We think their like is going to turn into love. MOBILITY OPTIONS FOR SENIORS CHICAGO
TOTAL ATLANTA DENVER 79 % OVERALL, 79% OF PEOPLE ASKED IN FOCUS GROUPS WOULD WANT MOBILITY OPTIONS FOR SENIORS MOBILITY OPTIONS FOR KIDS
82 % OVERALL, 82% OF PEOPLE ASKED IN FOCUS GROUPS WOULD WANT MOBILITY OPTIONS FOR KIDS 92 % 64 % 82 % 79 % TOTAL DENVER
ATLANTA CHICAGO
83 % 91 % 73 % 82 % Source KPMG focus groups and analysis 12 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853 Mary Anne, 37 (Atlanta) “My dad is in his early 80s. We have had problems. We actually moved him from San Diego to here a year ago. None of us can get in a car with him. We all get sick. He’s hit stop signs. He killed a tree. He will not stop driving. It’s nerve-wracking. Mobility-on-demand would be perfect.” Ron, 67 (Denver) “I happen to live in a retirement community. There’s an awful lot of people there who shouldn’t be driving.” Lenny, 71 (Denver) “My mother had dementia for years. She’d have loved this because she would have loved me not showing up all the time telling her what to do.” Antoinette, 53 (Atlanta) “Both my parents have Parkinson’s. My dad does not drive at all. My mom does not drive at night anymore. Mother is very active. She plays bridge all over the city. She’ll come visit me. Her driving is always an issue. This would be great.” Lesley, 56 (Chicago) “The auto parts store used to keep sideview mirrors for Mom’s car in stock because she knocked them off all the time. I’d walk in, and the guy at the auto parts store would tell me, ‘by the way, we have three extra mirrors for you.’”
The 45-to-75-year-olds Among the boomers plus, people are living longer, delaying retirement, and moving to cities. Sixty-five is the new 45. In this demographic, many are still working in their sixties because they are healthier than past generations. Older boomers, however, have concerns about the safety of their driving as they age. So do their children. They are not going to stop being active, however. Some of them will continue to work well beyond the typical retirement age, all the while traveling on the weekends. Some will slow down but still join their friends and families for weekly activities, whether card games, concerts, sports events, or the activities of their children and grandchildren. Others may do far less, but over the next decade, the 45–75 year olds will still be healthier than in the past and more tech savvy. They won’t be intimidated by mobility options.
KPMG held focus groups in three locations: Denver, Colorado; Chicago, Illinois; and Atlanta, Georgia. We selected the locations to achieve both geographic and cultural diversity. Denver is an up-and-coming millennial city with relatively little in the way of public transportation and higher vehicle ownership. Chicago has a clearer center of gravity and is far better served by public transportation. It is possible to live in Chicago without owning a car although a majority of residents do, in fact, own a vehicle. Atlanta, Georgia is a large city with relatively little in the way of public transportation, a high vehicle ownership and attachment to vehicles, and high commute times. Participants in our focus group were at least 18 years of age. All had completed some college or vocational school. All had family incomes over $25,000 per year. 65 is the new 45. “I don’t have to take the keys away from my dad.” The clockspeed dilemma 13 © 2015 KPMG LLP, a Delaware limited liability partnership and the U.S. member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved. Printed in the U.S.A. The KPMG name, logo and “cutting through complexity” are registered trademarks or trademarks of KPMG International. NDPPS 404853
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