The data is in: Prospective car buyers’ love of technology continues.

Technology adoption is especially high among one of the sector’s most valued segments: 66% of those in-market for a new car or truck in the next 12 months say they are interested in trying the latest technologies, according to public opinion and data company YouGov.

Recent YouGov data provides a great deal of statistics about prospective car buyers and technology. One of the main findings: 55% of those in-market for a new car or truck in the next 12 months they are often first among their friends to try new technology.

The information from YouGov seeks to get into the minds of prospective car buyers. The data shows information such as the technologies they want to see in their next car purchase, their feelings about digital assistants in cars, the ads they seem to notice, and which channels gain their attention.

YouGov says that sales are in decline in the age of “post-peak auto.” The company says 37% of U.S. license holders are in the market to purchase a car or truck within the next 12 months. Auto industry marketers are working to be more efficient at learning about prospective car buyers. And they must identify the right channels to reach them.

Fifty-eight percent of prospective car buyers surveyed say e-mails from brands or companies influence their purchasing decisions. Fifty-seven percent say posters or billboards motivate them to search for products on their phones.

Fifty-two percent enjoy seeing ads starring their favorite celebrities.

The data also addresses technologies that potential buyers would consider, with 21% of those in the market for a new car or truck saying they would consider touchscreen/unified multimedia control interface. Eighteen percent would consider driver drowsiness detection, and 17% would consider automatic parking. The same number, 17%, would consider advanced driver assistance systems, 16% would consider hybrid drive, and 15% would consider emergency telematics such as eCall or OnStar.

The total weighted sample sizes for this study includes 1,197 U.S. adults age 18 and older with a U.S. driver’s license and who say they are in-market for a new car or truck in the next 12 months and 18,237 U.S. adults age 18 and over with a U.S. driver's license.