The study measures vehicle owner interest and purchase intent for emerging automotive technologies, both before and after market price is revealed. The top-five considered technologies–based on vehicle owners who indicate that they "definitely" or "probably" would purchase in their next vehicle–both pre-price and at market price are:

Pre-Price Feature Interest  
Light emitting diode (LED) headlights     70%   
Natural language voice-activation    69%   
Next-generation head-up display    69%   
Wireless connectivity system    68%   
Remote vehicle diagnostics    65%   

At Market Price Feature Interest
HD radio (at $100)    52%
Enhanced collision mitigation system (at $750)    46%
Wireless connectivity system (at $300)    45%
Surround-view rear-vision camera (at $550)    44%
Personal assistance safety services (at $15/month)    41%

via Press Release – 2012 U.S. Automotive Emerging Technologies Study | J.D. Power.

Sample of 17,400 car owners (what about non car owners?) shows that a majority of people still wouldn’t buy into autonomous vehicle technology. Also, men are more into this stuff than women.

HT Driverless HQ [src]