A majority of US drivers are willing to pay as much as $1,499 to have high-tech entertainment and safety devices in their vehicles as consumers demand more connectivity, according to a Harris poll.

Back-up cameras, USB ports and smartphone charging are among the top desires, according to the online survey of 1,033 vehicle owners done for researcher AutoTrader.com.

About 55 per cent said music streaming services such as those of Pandora Media and Spotify make driving more enjoyable.

Advanced auto technologies will be on display at the Consumer Electronics Show opening in Las Vegas on Tuesday, including self-driving cars, dashboards covered in curved touch screens and vehicles controlled by smartwatches. Automakers and suppliers are seeking a piece of the $11.3 billion in factory- installed technologies going into cars this year, according to the Consumer Electronics Association.

“Consumer electronics are quickly becoming a spectacle in the automotive industry,” Michelle Krebs, an analyst for AutoTrader, said.

“Consumers are spending more time and money on car technology and they are particular about what they’re buying.”

If automakers come up with smart technology that’s easy to use, 51 per cent of those surveyed said they would be willing to pay as much as $1,499 for it.

Half also said they would wait about a year to get a car with the advanced features they want.

In-vehicle technology is the top selling point for 39 per cent of auto buyers, compared to the 14 per cent who care most about horsepower and handling, according to a survey from consulting firm Accenture.

Internet-connected cars worldwide will grow more than fourfold to 152 million by 2020 from 36 million now, according to researcher IHS Automotive.

– Bloomberg