An investigation into generation Z’s mindsets of entertainment in an autonomous vehicle.

Abstract

Alongside the development of digital life, certain concepts gain new dimensions among new generations. When entertainment is the subject, it creates emergent desires, behaviours and mindsets in the social and consumer cultures. However, existing perspectives around in-car entertainment do not fully embrace the digitally dynamic environment in which Generation Z is heavily involved. This paper uses the future autonomous vehicle’s interior context as a case study to understand Gen Z’s meaning change around in-car entertainment. It draws on a qualitative research methodology by combining semi-structured interviews with design metaphor activities to understand Gen Z’s altered mindset with the impact of digital technology. As ultimate findings, eight different in- car entertainment mindsets of Gen Z emerged: Effortlessness Seeking, Sense of Belonging, Balance Seeking, Authenticity Seeking, Advocating, Decision-Making, Creating and Interacting. The implications of an autonomous vehicle’s entertainment experience were discussed. It is expected that this study will contribute to understanding the shifting mindset and behaviour of Gen Z in how they desire to entertain themselves within an autonomous vehicle. The study suggests what to consider regarding maximising in-car entertaining experiences for Gen Z.