Drivers Value Audio Access In Next-Gen Vehicles

Despite the rise of high-tech infotainment systems and AI-powered dashboards, local AM/FM radio remains the preferred companion for American drivers, according to Audacy’s “Audio Access: What Drivers Value Most in Next-Gen Vehicles” study, the fifth wave of its Connected Car research from 2021 to 2025.

The study reveals that drivers prioritize audio, especially local radio, for news, entertainment, and community connection, even as in-car technology advances.

Radio’s Human Connection Endures

Ninety percent of listeners rely on local radio for breaking news, surpassing social media and smartphone apps. “Radio offers a human connection that apps and algorithms can’t replicate,” the study notes. “Local hosts share the same traffic jams, cheer for local teams, and talk about the weather.” This resonates deeply, with 89% of connected car users wanting their favorite local stations and personalities while driving.

 
Radio’s reach now extends beyond geography, with 44% of drivers using apps like Audacy’s to tune into stations like WFAN in Los Angeles or WXRT in Miami, enhancing accessibility.

Infotainment Boosts Radio’s Appeal

Seven in ten drivers rank audio as their top dashboard feature, outranking navigation and phone calls. They expect seamless listening across devices and locations. However, simplicity is crucial—75% of drivers favor easy-to-use interfaces like single-tap buttons over complex menus, as oversized touchscreens have sparked frustration.

Looking forward, 47% of drivers say hands-free driving will allow more time for radio and podcasts, a significant increase from last year.

AI and Voice Controls Drive the Future

AI is gaining traction, with 80% of drivers wanting voice-controlled audio for safety and convenience. Emerging biometric systems could detect driver fatigue and suggest stimulating audio or deliver timely traffic updates.

 
Personalization extends beyond the car—93% of AI-intending drivers expect podcasts to transition seamlessly across devices, and 73% want the same for radio.

Opportunities for Advertisers

The evolving dashboard offers brands new ways to connect. Radio ads can pair with visual logos or be tailored to a listener’s location. Audacy highlights three strategies: 

• Personalize: Use AI and connected systems for relevant, timely ads.
• Ensure seamlessness: Maintain consistent engagement across devices.
• Leverage radio’s trust: Local radio’s loyalty and influence remain unmatched.

As dashboards evolve, local radio remains a trusted companion, delivering the familiar voice of a host who keeps drivers informed, entertained, and connected in an algorithm-driven world.