Have you ever sat in your driveway for an extra ten minutes just to finish a song or an engaging podcast episode? You aren’t alone. DS18 recently surveyed 1,000 U.S. drivers for our 2026 American Driving Experience Report to find out how people really feel about sound on the road, and the results prove that for the modern driver, a great audio experience isn’t just nice to have—it’s essential.
Staying In
The biggest takeaway was that drivers valued their car stereos, and they had different ways to express that value. For one thing, over 90% of respondents said they have stayed in their vehicle to finish a song, podcast, or show. This demonstrates how vital it is for people to have something to listen to during their drives and also shows a relatable trend that many drivers share.
But a person does not need the most impressive sound system in their car to be able to listen to music, shows, or podcasts. The question then becomes: “If you could improve one part of your vehicle, which would it be?” While 23.9% of respondents said they were “happy with their vehicle as-is”, 26.8% of respondents said they would improve their audio system. This was the highest response from any of the options presented, showing an interest in improving something they already value.
Sound Upgrade
When it comes to upgrading audio, 72% of respondents have done so or are open to it. More specifically, 29.5% had already upgraded their audio, 18.1% plan to upgrade within a year, and 24.7% might upgrade someday. With only 27.7% saying they had no plans to upgrade, nearly ⅓ of respondents said they already had, proving how important the audio experience is to many drivers.
As far as upgrading a sound system, respondents were mostly interested in speakers, with 46.1% choosing it as their first hypothetical upgrade. Even though there are multiple ways to upgrade car audio, it’s telling that speakers were top of mind for nearly half of respondents. Interestingly, the second highest response to this inquiry was a complete system at 19.3%, showing an interest in overhauling one’s whole audio setup. Other top responses included stereo/head units (12.9%), subwoofers (9%), and amplifiers (8.7%).
To those who had spent money on aftermarket audio upgrades, many drivers are willing to invest in better sound. Among those who had already spent money upgrading their current vehicle's audio system, more than half (55.5%) spent between $250 and $1,000, representing 37.2% of all respondents. When asking respondents how much they would spend on their next upgrade, 45.8% said they would “realistically spend” between $250 and $1,000. These findings show that while some drivers prefer smaller, more affordable improvements, others are willing to spend considerably more to get the sound system they want.
Putting In the Work
Dealing with aftermarket car audio can often seem like something only a select few care about. However, 24.5% of respondents have been to car audio shows or competitions, showing that at least some interest is there. A smaller number of respondents–12.3%--have built or helped build a custom system, which is no small feat. A lot can go into dealing with car audio, so it’s unsurprising that not as many have dealt with the process themselves.
Info from the Survey
The survey ultimately proved that many drivers do care about car audio, even if not all of them want to upgrade their sound system. While the level of interest and dedication varied, it was still surprising that most respondents would stay in their vehicle to finish listening to something. It proves how essential audio is for the vehicle and those who drive them.
Headquartered in Miami, Florida, DS18 is committed to giving people the very best in aftermarket audio, from cars and motorcycles to boats and powersports. We conducted this survey to better understand customer needs and see what they value most from their experiences. Because at DS18, we understand how important audio is for so many drivers, and it’s that same passion that informs all that we do and everything we stand for. Whether you’re a seasoned car audio pro, or curious about upgrading your sound system, DS18 has everything you need to play it loud.
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