Selling cars becomes more and more like running an electronics store every year with the massive amounts of in-car technology becoming prevalent. Cars today can do things like tell you where to go, control the temperature, beam your favorite songs from space and protect you from that car in your blind spot that you missed by a brief second. This adds an increasingly intricate layer of complexity to every car shopper, who typically wants their own unique blend of features in their next vehicle.

This is where the J.D. Power 2015 U.S. Tech Choice Study comes in with a recent look at attempting to find out which of these technologies are most desired and what types of demographics lean towards certain preferences.

Out of the top five forms of tech in vehicles, three of them were collision-avoidance related, including blind spot detection and prevention systems, night vision and enhanced collision mitigation systems. The other two non-collision related technologies most preferred are a rearview camera and self-healing paint.

Kristin Kolodge, the executive director of driver interaction and HMI research at J.D. Power elaborated on these findings.

“There is a tremendous interest in collision protection technologies across all generations, which creates opportunities across the market,” Kolodge said. “In contrast, there is very little interest in energy efficiency technologies such as active shutter grille vents and solar glass roofs. Owners aren’t as enthusiastic about having these technologies in their next vehicle because of other efforts automakers are taking to improve fuel economy, as well as relatively low fuel prices at the present time.”

Perhaps a more important metric, besides the technology itself, is who is willing to pay for it and, if they are, how much? The study, which took place between January and March, surveyed more than 5,300 consumers online who had purchased or leased a new vehicle in the past five years.

The interesting findings were that although the youngest generation of predominant shoppers, Gen Y, were the least worried about the price of technology (19.9 percent found the price of technology important) and were willing to pay the most to get it in their vehicle (an average of $3,703). See the chart above for the rest of the results.

For a complete listing of the study’s findings, click here.