While 97% own an AM/FM radio, the study shows digital audio alternatives have gained a significant foothold in the automotive electronics market with manufacturers scrambling to incorporate MP3 technology into new models. They are also incorporating MP4 Video players.
 
"The switch from analog to digital that is taking place in the home is also taking place in the automobile," said CEA director of research Joe Bates. "Consumers enjoy the portability, flexibility and personalization that digital provides. We've seen this in factory shipment data, as well as in this new consumer survey."
 
MP3 players, cell phones, mobile and portable video navigation and factory-installed autosound equipment contributed to the $6 billion (27%) growth of mobile technologies in 2005. CEA estimates that $27B of mobile electronics products was shipped in 2005 and more than $30B will be shipped in 2006.
 
Some of the most popular devices currently used in the car include AM/FM radio and CD players (single and multi disk, 75 and 60% respectively). Other popular mobile products include keyless entry (55%), alarm systems (48%), component speakers (34%) and DVD players (32%). Most of these products are still powered by the car battery.
 
Future interest levels for products continue to be among the traditional products, but car safety and convenience products also rank higher amongst consumers. 56% of consumers expressed interest in owning an alarm system, nearly 10% more than those who currently own them. Almost half of consumers expressed interest in a navigation system and in-vehicle safety devices compared to the 25% who currently own them.