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WESTLAKE VILLAGE, Calif. — Sparked by the growing owner penetration of iPhones, BlackBerrys and other smartphones, J.D. Power and Associates used its latest study to gauge how passionate potential buyers or current owners are about their vehicles having some of the same technological capabilities.

Turns out, the interest in key communication- and connectivity-related features for their vehicles has climbed significantly. That's the conclusion from the J.D. Power's 2010 U.S. Automotive Emerging Technologies Study the firm released Wednesday.

Analysts sought to measure consumer interest and purchase intent for emerging automotive technologies — both before and after an estimated market price were revealed. They found that among the 51 percent of vehicle owners who also indicate ownership of a smartphone, interest levels for wireless connectivity systems are higher than the industry average — again both before and after revealing the price.

Before a price is revealed, the study indicated 77 percent of smartphone owners demonstrated interest in wireless connectivity systems for their vehicles. That's compared with the industry average of 64 percent.

More than one half — 56 percent to be exact — of vehicle owners with smartphones also are interested in mobile routers, according the study. Analysts mentioned how that's compared with an industry average of 46 percent.

Furthermore, J.D. Power determined 47 percent of consumers who already have a smartphone are interested in having an in-dash computer versus the industry average of 38 percent.

The study also brought to light that approximately 30 percent of smartphone owners indicated the text and check e-mail messages while in the vehicle. Among these same owners, J.D. Power learned nearly 40 percent wanted the ability to have e-mails read aloud through their vehicle's sound system, while a similar proportion desires to have text messages displayed on an in-vehicle screen.

"Although several states have imposed bans on drivers using hand-held devices and one half of states have or are in the process of implementing bans on texting while driving, this legislation has not necessarily put a stop to how vehicle owners are manipulating these devices," explained Amy Jacobs, manager of automotive emerging technologies research at J.D. Power.

"As a result, vehicle owners — particularly those with smartphones — are still using their devices inside the vehicle and may be looking toward manufacturers and suppliers alike to develop technologies that can enhance, simplify or potentially eliminate the need for unsafe phone usage in the vehicle," Jacobs continued.

J.D. Power also highlighted four other significant study findings:

—Nearly 40 percent of vehicle owners with smartphones currently use them in their vehicle to get driving directions. The study found more than one half of owners with smartphones say they would like to use them to get directions in the future.

—Approximately 20 percent of vehicle owners with smartphones use their device to listen to music through connection to external or vehicle speakers. However, the report determined more than 40 percent would like to do so in the future.

—The proportion of vehicle owners who listen to external music devices in their vehicle has increased from 2009. J.D. Power learned that among current portable digital music player owners who listen to their device through the vehicle's speakers, smartphones are the next-most-mentioned device for in-vehicle connection, after portable digital music players.

—Non-branded premium sound systems garner the highest interest level of the 22 primary technologies examined, once market prices are revealed. However, analysts indicated that among vehicle owners who are aware of at least one audio brand, approximately two in five indicate they are willing to pay twice as much for a system branded by a specific supplier.

Further study determinations revealed that among the 22 primary technologies examined, vehicle owners exhibit the highest levels of interest before price is revealed for safety-related technologies. J.D. Power indicated the interest level for blind spot detection came in at 77 percent, while an active cornering headlight system registered at 75 percent.

However, once market prices are revealed, J.D. Power found that non-branded premium sound systems garner the most interest at 54 percent. The other amenities stirring the most interest included remote vehicle diagnostics (52 percent) and wireless connectivity system (51 percent).

J.D. Power explained the 2010 U.S. Automotive Emerging Technologies Study was based on responses from nearly 18,000 vehicle owners and conducted this past May

Analysts also mentioned they redesigned the study for this year to include additional primary and secondary technologies, a dedicated smartphone section, key emerging technologies packaging exercise, elasticity analysis and expanded psychographic and lifestyle-driven content.