This study seeks to identify the characteristics of in-car technological devices featuring convergence, such as multimedia systems, that influence the intention of digital immigrant and digital native consumers to use current vehicles. Drawing on the concepts of ease of use, hedonic and utilitarian characteristics, social values, and identification with self, the perceptions of values in the two groups of users are analyzed. This study adopts a qualitative approach, using netnography, content analysis, and semi-structured interviews. The results indicate that the influence of the digital age is present in both consumer profiles. Although digital immigrants have more difficulties in learning, they strive to understand digital experiences and demonstrate a high sense of responsibility in terms of traffic safety. Although the lives of digital natives are based on digital knowledge, they are less concerned than are digital immigrants with the safety precautions that must be adopted when using technologies embedded in cars. © 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.

Digital immigrants Digital natives utilitarianism hedonism automotive technology

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