The research found that around half of consumers now consider connected features, such as inbuilt connectivity and the ability to plug in a smartphone, a key part of their next car purchase. Features such as increased safety, early warning systems and smarter navigation are cited as the most popular, with almost three-quarters (73%) of drivers listing safety and diagnostics features as the most important.

The survey also found that 80% of consumers expect the connected car of the future to provide the same connected experience they are used to at home, at work and on the move via their mobile phone.

However, drivers in different countries would prefer to pay for connected services in different ways. Most Spanish drivers would prefer a one-off payment (49%) while those in America, Germany and the UK would favour basic connectivity with the option to choose additional services. Brazilians are split between the latter and a full-on PAYG model, suggesting a degree of flexibility not seen in other countries.

Pavan Mathew, global head of connected car at Telefónica, commented: ‘Through looking at the connected car from a driver’s perspective, it’s clear that the demand for connected services in cars is unquestionable. But challenges to widespread roll-out remain.

‘Many consumers currently think of connected car services in terms infotainment and WiFi, but this changes when they are made aware of the variety of options that the technology can offer. Safety and diagnostics appear to be the most attractive features to drivers, illustrating just how important factors such as road safety and vehicle maintenance are in consumer purchasing decisions.

‘We can expect to see a gradual creep of connectivity into vehicles over the next few years but there won’t be an explosion over the next 12 months,’ he added. ‘The reason for this lies in the complexity of the challenges that connectivity is trying to address.

‘While OEMs still have a way to go before they break out of their traditional role as a manufacturer and become a full, connected service provider, they certainly have a strong, trusted base to build from.’

Amongst the industry experts quoted in the report was Greg Ross, director of product strategy and infotainment, GM, who said: ‘For us it comes down to the things that make the car a better vehicle. When we talk to customers about connectivity they say well it’s a car and so what I need it to do are the things I bought a car for. They want it to be safer, more intelligent and more economical. Connectivity is a chance for OEMs to look at how we can help to reduce costs for customers and make cost of ownership lower by giving advice on how to drive more fuel efficiently, or helping you find the lowest cost source of fuel or the most efficient route.  Can I, by providing data for things like usage based insurance or pay as you drive insurance, can I save you money on insurance?’