Autotrader study finds that technology is key when shoppers are looking for their next vehicles purchase.

The 2017 Autotrader Car Tech Impact Study finds that 48 percent of drivers prioritize in-vehicle technology over brand or body style, and that a growing number of consumers believe certain safety technologies, including blind-spot detection and forward collision warning, should be standard on all vehicles.

The newest study also shows that 56 percent of car shoppers have done their research and know exactly what in-vehicle technology they are interested in before they visit a dealership.

Younger car buyers, 18- to 34-year-olds in particular, are generally more tech savvy and are less willing to compromise on the features they want. 

“Technology has become the deciding factor for car buyers selecting a vehicle,” said Michelle Krebs, Autotrader senior analyst. “Automakers must deliver innovative features or risk consumers looking elsewhere.”

Seventy percent of respondents noted they would consider paying more for driver-assist technology such as blind-spot monitoring or adaptive cruise control in their next vehicle purchase.

The study also found that millennials (18- to 34-year-olds) are willing to pay more for the technology they want, and that parents are twice as likely to purchase advanced safety features than non-parents (51 percent vs. 22 percent).