60%的人表示信息娱乐系统是购买或租赁的重要考虑因素，这凸显了高品质本地产品的价值
NEW YORK – Oct. 15, 2025 – A new report by Gracenote, the content data business unit of Nielsen, highlights a significant opportunity for car manufacturers to provide consumers easy access to entertainment content across a range of services and types. By optimizing the native in-car infotainment experiences people want, auto brands can gain the power to influence decision-making and drive more revenue.
利用互联网提供的所有娱乐内容，并将其整齐归类以便于消费，这对汽车制造商和驾驶员来说都是一项挑战。那些能够克服这一挑战的汽车品牌将与客户建立更牢固的关系，提高差异化，并利用新的货币化机会。
Gracenote 的报告强调，如果车载娱乐系统得到改善，美国、德国、日本和韩国 94% 的消费者会考虑从使用智能手机转向车载娱乐系统。这种兴趣水平为制造商提供了吸引客户的机会，从而通过车载广告、推荐和分析数据等渠道增加盈利。值得注意的是，60% 的受访者表示，信息娱乐系统在他们决定购买或租赁汽车时起着至关重要的作用。
如今，驾驶员希望获得广泛而无缝的媒体体验，这已经超出了他们通过手机连接所能获得的范围。例如，Gracenote 的新报告强调，82% 的驾驶员对精心策划的娱乐套餐感兴趣。驾驶员还希望能更容易地发现内容和进行导航，只有 45% 的驾驶员表示他们在开车时清楚地知道自己想听什么。
报告的其他主要结论包括
- 67% 的车主希望他们的车载信息娱乐系统能组织可用的内容，无论其来源如何（如 AM/FM 收音机、播客、流媒体音频）。
- 63% 的人希望信息娱乐系统能根据收听行为提供个性化内容推荐
- 51% 的人希望获得新闻摘要和警报、体育比赛即时比分和统计数据
- 28% 的人希望在车内获得更多新闻和谈话内容
"Gracenote产品创新主管特伦特-惠勒（Trent Wheeler）表示："消费者希望在车内轻松浏览各种来源的大量可用音频、视频和体育内容，而汽车制造商也正在对此做出回应。"通过原生信息娱乐系统提供个性化娱乐体验，汽车品牌可以与客户建立新的关系，并最终启动经常性收入流。
The new Gracenote automotive report is based on a recent survey of more than 4,000 consumers in the U.S., Germany, Japan and South Korea. To download the free report, click here.
Gracenote’s global entertainment metadata coverage and advanced delivery capabilities help automakers maximize the value of their native infotainment offerings, own relationships with consumers and drive incremental revenue. Extensive radio coverage includes data for 150K+ stations in 195 countries, 575+ news podcasts, music data for 100M+ tracks globally, data for 70 of the world’s most popular sports as well as TV show and movie data for 260+ streaming video catalogs. To learn more about the Gracenote Nexus Auto offerings, click here.
关于 Gracenote
Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the world’s leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 40M+ titles in 260+ streaming catalogs in 70+ languages and 80+ countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.
媒体联系人
Gracenote
马克-山田
mark.yamada@nielsen.com
