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According to a new report from DTS, Inc., a subsidiary of Xperi Inc., vehicle ownership remains critical to 92% of consumers, with nearly half identifying their car as a “third space” — a place to relax, de-stress, or spend time alone. Furthermore, 62% of respondents see their vehicle eventually becoming an extension of their living room or office, reflecting shifting perspectives on how personal vehicles fit into modern lifestyles.
The report, ‘Vehicle Ownership and its Role as a Third Space: Alive, Well and Enduring,’ surveyed 3,217 U.S. consumers aged 18 and older who own or lease a vehicle. It highlights the enduring importance of vehicle ownership, particularly among luxury vehicle owners and Gen Z, who were most likely to view their car as a third space — following home and work. The findings also reveal how drivers use their vehicles, their entertainment preferences, and automakers’ opportunities to improve the in-vehicle experience.
“Vehicle ownership is here to stay, and its role as something beyond a mode of transportation is vital to consumers,” said Jeff Jury, senior vice president and general manager of connected car for Xperi. He noted that consumers increasingly value their vehicles for solitude, relaxation and on-the-go entertainment, such as music and video.
A desire for more personalization
The study shows that 88% of respondents regularly listen to audio in their vehicles, a trend that has held steady over the past two years. Meanwhile, video consumption has risen significantly, from 31% in 2022 to 47% in 2024, with most video viewed while parked. Respondents also desired more personalization, enhanced comfort, and infotainment systems that offered entertainment options comparable to those on TVs or mobile devices.
The report underscores that younger generations are shaping the future of in-vehicle functionality. Gen Z ranked highest in viewing their vehicles as a third space, suggesting that automakers are encouraged to focus on features like voice commands, advanced personalization and seamless content integration to ensure that personal vehicle ownership remains attractive.
DTS also found that vehicles serve as a space for emotional well-being. More than 40% of respondents spend 30 minutes or more alone in their car, with many using their vehicle to recharge or relax. Thirty percent reported parking in quiet locations to de-stress, while 29% admitted to driving without a destination to clear their head.
Audio remains central to the vehicle’s role as a third space, with 62% of respondents unwilling to purchase a vehicle without AM/FM radio. Video consumption, while secondary, is growing, particularly during road trips, where longer-form content such as TV shows or movies becomes more common.
You can download the full report, ‘Vehicle Ownership and its Role as a Third Space: Alive, Well and Enduring’ here.
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