Other consumer-focused applications and Web services are also making their way into cars. Toyota's Entune system, launched last year, brings mobile applications including the Bing search engine, Pandora and the OpenTable restaurant reservation service to a range of its vehicles. Honda's recently revamped car connectivity platform, HondaLink, uses cloud computing to stream music, news and entertainment content to drivers.

While drivers harbor concerns about the effect of Internet access on road safety, the survey indicated that they enjoy the features it offers. Nearly 60 percent of those polled (58 percent) said these technologies make driving more enjoyable. Almost the same percentage (57 percent) said in-car connectivity makes them feel safer.

Technology has changed how people connect, and this extends to their autos, the AAM's Newton said.

"Drivers have this expectation of what it is they're going to do in a vehicle," he said. "It's our job to provide ways for them to do those things in a way that is safe as possible and keeps the eyes on the road."

As better user interface technologies make their way into cars, auto makers are better able to meet these expectations, said Boyadjis. Car companies long wanted to include the Pandora music streaming service in their vehicles, but its "setup requires more than a basic display" and developing the proper interface proved challenging, he said.