Two-Thirds of Adult Automobile Owners Who Own MP3/iPod Players Use the Device in Their Vehicle

According to the most recent wave of the Harris Interactive AutoTECHCAST(SM) study, 65 percent of adult vehicle owners who indicate that they own an MP3/iPod player state that they use some type of adapter to use their player while driving their vehicle. The rate of vehicle integration of this technology is highest for 25 to 44 year olds (72%). Among all adult automobile owners, ownership of MP3/iPod players is about one in 10 (12%) and use in their vehicles varies considerably by age. MP3/iPod ownership is substantially higher (31%) among 18 to 24 years olds, and not surprisingly, ownership rates decrease consistently among older respondents, as low as five percent among those aged 55 and over. These are some of the results from the latest wave of the Harris Interactive AutoTECHCAST, a bi-annual survey of adult vehicle owners in the United States. AutoTECHCAST provides in-depth U.S. consumer trends on 60 advanced automotive technologies, and this most recent wave includes a detailed section on MP3/iPod audio system interfaces. This wave of the study was conducted online between May 15 and June 2, 2006 among 12,857 U.S. adults ages 18 and over who own or lease a vehicle, have a valid driver's license, have at least one household vehicle and own a listed U.S. model dated 2001 or newer.