Although in-car connectivity didn't top the list, that's not to say drivers aren't interested in the technology.
The study, which surveyed 5,300 consumers, found that 17 percent of respondents selected that option. And when it came to choosing which operating system they'd want in their vehicle, Kolodge said consumers were loyal to their mobile phones.
Read MoreGuess which truck just got the best safety rating
"It is surprising to us when we see the level of loyalty consumers have to their phone. If the phone has Apple or Google's Android operating system, that's what they want in their vehicles," she said. "In many ways, their phone's operating system appears to be more important to consumers than the model of the vehicle they are thinking about buying."
That finding could eventually push automakers to offer both systems in their models.
As for self-driving cars, 19 percent of respondents chose that technology.
Questions? Comments? BehindTheWheel@cnbc.com.