Just when you thought car ownership was on its way out and most of the current generation were perfectly content in using Uber when they needed a ride, along comes DTS, Inc., a subsidiary of Xperi Inc. with “Vehicle Ownership and its Role as a Third Space: Alive, Well and Enduring.” The study confirms the importance of owning a personal vehicle. It highlights the evolving role of vehicles as a third space, separate from home and work, for relaxation and personal time.
Based on a survey of 3,217 U.S. vehicle owners, the report reveals that 92% consider their personal vehicle essential. Luxury car owners and Gen Z respondents were most likely to view their vehicles as third spaces. Notably, 61% of participants imagine their cars as extensions of their living rooms or offices.
Key findings include a growing demand for comfort and personalization. Improved physical comfort, personalized settings, voice controls, expanded entertainment options, and auto-pay functionalities were highlighted as desirable changes.
People use vehicles for entertainment more than before. Audio remains a primary focus, with 88% of respondents regularly listening to music or radio. Video consumption has increased significantly, from 31% in 2022 to 47% in 2024, mainly for short-form content when parked or on long road trips.
Stress relief is another significant factor. Over 40% of respondents spend at least 30 minutes in their vehicle for personal time, while 30% park in quiet areas to relax. Additionally, 29% have taken drives without a destination to clear their heads.
These findings indicate that car manufacturers need to improve comfort, personalization, and entertainment choices to keep vehicles attractive, especially to younger individuals.
