12-Volt at Retail
Awareness of mobile video is high, according to the eBrain research report. Of car-owning households, 68 percent answered that they were aware that mobile video systems consisting of TV screens and sometimes video players were available in the U.S. This is in contrast to what Brettler suspected. "If you were to poll people on the street," he said, "my guess is that 80 to 90 of them don't know you can put a TV/video system in your car."
Cofield said his customers tended to be aware that mobile video exists, but that they're not too familiar with the specific products available. "If you didn't know there was TV available for your car, you will know by the time you walk out of one of our stores," he said, because Custom Sounds outlets display mobile video prominently, sometimes in entire rooms devoted to it. Car Toys also devotes an entire room to mobile video, and both companies advertise on local radio to promote mobile video.
Only 9 percent of eBrain respondents said they've heard mobile video advertising on the radio in the last 12 months, whereas 43 percent have seen it advertised on TV and 26 percent in magazines.