Date post: | 21-Jan-2018 |
Category: |
Automotive |
Upload: | ipsos-mori |
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In association with
#DriverAhead
Our future as drivers…motoring in the future
Ben PageChief Executive, Ipsos MORI
@benatipsosmori
In association with
#DriverAhead
32%
32%
26%
26%
7%
8%
44%
46%
37%
36%
14%
15%
16%
14%
17%
19%
27%
31%
4%
4%
11%
11%
27%
23%
3%
3%
7%
7%
22%
21%
1
1
1
1
3
1
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
Technology generally makes life better
2017
2015
I try to keep up with technology
2017
2015
I am usually the first among my friends
to try out new forms of technology
2017
2015
Source: Ipsos MORIBase: All adults aged 16-75 in Great Britain (2,154) : Fieldwork dates: 14th – 18th July 2017
Q1. To what extent do you agree or disagree with the following statements?
POSITIVE ABOUT TECH
% agree % disagree
76% 7%
77% 8%
63% 18%
62% 18%
21% 49%
23% 45%
In association with
#DriverAhead
34%
36%
8%
8%
25%
23%
17%
18%
12%
13%
23%
25%
10%
10%
24%
21%
18%
17%
27%
26%
1
1
1%
1%
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
% agree % disagree
I like to keep up with the latest developments
about new cars
25% 51%
My current lifestyle means I need a
vehicle
58% 28%
59%
26% 47%
27%
2017
2015
2017
2015
Q6. To what extent do you agree or disagree with the following statements?
Source: Ipsos MORIBase: All adults aged 16-75 in Great Britain (2,154) : Fieldwork dates: 14th – 18th July 2017
WANT CARS – BUT NOT IN LOVE
In association with
#DriverAhead
19%
43%
25%
10% 3
Interested 62%
Not interested 35%
19%
42%
26%
10% 2
Interested 61%
Not interested 36%
2017 2015
0%0%0%0%3Very interested Fairly interested Not very interested Not at all interested Don't know
Source: Ipsos MORIBase: All who currently drive or are considering buying a vehicle in the next 1-2 years (1,621) : Fieldwork dates: 14th – 18th July 2017
Q7. Vehicle technologies are increasingly connecting the driver to their vehicle (e.g. tyre pressure), their journey (e.g. traffic alerts) and the outside world (e.g. text messages, phone calls). To what extent, if at all, are you interested in these ‘connected driving technologies’?
INTERESTED IN CONNECTED CARS
In association with
#DriverAhead
Q8. Vehicle technologies are increasingly incorporating ‘driver assistance’ systems that operate automatically, such as cruise control and automatic parking. How much, if anything, would you say you know about ‘driver assistance’ technologies?
6%
25%
45%
18%
5%1
A great deal A fair amount Just a little Heard of, know nothing about Never heard of Don't know
A great deal/fair amount 31%
Just a little/heard of 63%
Heard of (all) 94%
Source: Ipsos MORIBase: All who currently drive or are considering buying a vehicle in the next 1-2 years (1,621) : Fieldwork dates: 14th – 18th July 2017
GOOD CLAIMED KNOWLEDGE
In association with
#DriverAhead
Q9. To what extent, if at all, would you be interested in having these ‘driver assistance’ technologies in your vehicle?
16%
44%
24%
10%6%
Very interested Fairly interested Not very interested Not at all interested Don't know
Interested 60%
Not interested 34%
Source: Ipsos MORIBase: All who currently drive or are considering buying a vehicle in the next 1-2 years (1,621) : Fieldwork dates: 14th – 18th July 2017
REAL INTEREST IN DRIVER ASSISTANCE
In association with
#DriverAhead
Q10. If you were looking to buy a new or used vehicle, which, if any, of these factors would be the most important in helping you make your decision?
1%1%
4%10%12%14%
17%23%25%27%
31%35%
44%62%
67%74%
None of these
Don't know
Personal recommendation
Alternative fuel (e.g. hybrid-electric vehicle, electric vehicle etc)
The latest in-car technologies
Brand name
Environmental performance (e.g. vehicle emissions)
Power/Engine size
Driving experience/performance
Style/Appearance
Safety rating/safety features
Comfort/space
Vehicle type (size/practicality/ comfort)
Reliability
Running costs (e.g. fuel costs, insurance, road tax and servicing)
Price
Source: Ipsos MORIBase: All who currently drive or are considering buying a vehicle in the next 1-2 years (1,621) : Fieldwork dates: 14th – 18th July 2017
BUT PRICE HAS TO BE RIGHT
In association with
#DriverAhead
Q12. Which of the following features, if any, do you have in this vehicle?
3%31%
5%5%6%7%
11%12%
18%23%
28%30%
32%36%37%
39%
Don't know
None of these
Self-parking
Ability to send and receive emails
Lane departure detection
Automatic emergency braking
Ability to send and receive text messages
Adaptive cruise control
Speed camera warnings
Ability to search for points of interest
Automatic windscreen wipers
Automatic headlights
Information about the condition of the vehicle
Ability to take and make calls
Satellite navigation system
Smart' journey information
Source: Ipsos MORIBase: All drivers who have at least 1 vehicle in their household (1,474) : Fieldwork dates: 14th – 18th July 2017
WHAT DO THEY CURRENTLY HAVE
In association with
#DriverAhead
Q11. How important, if at all, would this feature be to you if you were looking to buy a new or used vehicle?
16%25%
44%
49%54%56%
59%68%
44%59%
69%
70%83%
Ability to send and receive emails
Ability to send and receive text messages
Ability to take and make calls
Lane departure detection
Automatic windscreen wipers
Adaptive cruise control
Automatic headlights
Automatic emergency braking
Ability to search for points of interest
Speed camera warnings
Satellite navigation system
Smart journey' information
Information about the condition of the vehicle
DRIVER ASSISTANCE TECHNOLOGIES
VEHICLE INSIGHT
NAVIGATION
INFORMATION & ENTERTAINMENT
% important
Source: Ipsos MORIBase: All who currently drive or are considering buying a vehicle in the next 1-2 years (1,621) : Fieldwork dates: 14th – 18th July 2017
WHAT DO THEY WANT….
In association with
#DriverAhead
13%
18%
14%
14%
12%
9%
9%
39%
32%
33%
33%
30%
30%
15%
27%
25%
29%
30%
32%
25%
27%
9%
14%
12%
11%
12%
20%
22%
6%
6%
7%
6%
9%
13%
20%
7%
5%
4%
7%
5%
3%
7%
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't knowQ14. To what extent do you agree or disagree with these statements?
Source: Ipsos MORIBase: All adults aged 16-75 in Great Britain (see above); All who have a vehicle with at least one form of driver assistance technology in their vehicle (see above); All who currently drive or are considering buying a vehicle in the next 1-2 years (see above): Fieldwork dates: 14th – 18th July 2017
Driver assistance technologies have made me feel safer on the road (590)
Driver assistance technologies have improved my overall quality of driving (590)
Driver assistance technologies have improved my overall driving experience (590)
If I were looking to buy a new vehicle, I would be happy to pay extra for certain driver assistance
technologies (1,621)
I am concerned about future driver assistance technologies taking too much control away from the
driver (2,154)
I support the development of driver assistance technologies which reduce the role played by the
driver if it means improving safety on the UK’s roads (2,154)
I think fully self-driving cars are what we should be working towards (2,154)
WARY OF SELF DRIVING CARS
In association with
#DriverAhead
IS THIS HAVING AN EFFECT?
https://www.theguardian.com/technology/2016/jun/30/tesla-autopilot-death-self-driving-car-elon-musk
http://www.telegraph.co.uk/news/2017/08/05/car-makers-told-do-stop-hackers-taking-internet-connected-vehicles/
https://www.theguardian.com/technology/2017/sep/22/driverless-cars-safer-perhaps-but-professor-warns-of-privacy-risks
http://www.bbc.co.uk/news/technology-40416606
In association with
#DriverAhead
13
15
14
12
14
10
8
22
25
23
18
22
18
16
31
31
31
30
30
32
33
18
19
18
18
20
21
22
16
10
14
22
14
19
21
5 - I will always use the autonomous driving function 4 3 2 1 - I will always drive myself
Total
18-34 years
35-50 years
>50 years
Big Cities
Medium Cities
Smaller Cities / Rural
DRIVING PREFERENCE BY AGE and URBANIZATION
In percent %
ONLY A MINORITY WILL USE IT?
Q21: Let`s assume your car in 2023 will have a fully automated driving function, which you can switch on and off. How often would you drive on your own versus let the car drive automatically?
Base: Total n=137,340; 18-24 yrs n=29820; 35-50 yrs n=49,751; >50 yrs n=57,769; Big Cities n=13,818; Medium Cities n=86,008; Small Cities / Rural areas n=29,967 (all excl. China / will be added in module 2) : Fieldwork dates: Q1 2017
In association with
#DriverAhead
13
23
20
15
10
9
10
8
8
6
22
34
24
21
21
19
18
16
14
13
31
28
36
31
39
36
29
31
31
29
18
8
13
22
19
21
22
23
23
24
16
7
8
11
11
15
22
22
24
295 - I will always use the autonomous driving function 4 3 2 1 - I will always drive myself
Total
China
Brazil
Japan
Spain
Italy
United States
France
United Kingdom
Germany
DRIVING PREFERENCE BY COUNTRY
In percent %
Germans, Brits and French are most reserved towards self-driving function
Q21: Let`s assume your car in 2023 will have a fully automated driving function, which you can switch on and off. How often would you drive on your own versus let the car drive automatically?
Base: Total n=137,340; China n=7,283; Brazil n=5,218; Japan n=9,060; Spain n=10,859; USA n=22,665; France n=31,612; UK n=19,249;Germany n=14,580 : Fieldwork dates: Q1 2017
BRITISH AND GERMANS LEAST KEEN
In association with
#DriverAhead
Q16. To what extent do you agree or disagree…?
16%
8%
43%
26%
21%
25%
7%
12%
2
3
12%
27%
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know% agree % disagree
I don’t believe the UK driving test has kept up-
to-date with the new technologies in vehicles
nowadays
33% 15%
The way people are taught to drive in the UK
should be updated to reflect the new
technologies in vehicles nowadays
59% 9%
Source: Ipsos MORIBase: All adults aged 16-75 in Great Britain (2,154) : Fieldwork dates: 14th – 18th July 2017
CHANGE THE DRIVING TEST?
In association with
#DriverAhead
Q17. The Driver and Vehicle Standards Agency (DVSA) recently confirmed that from 4 December 2017 the majority of driving tests will include a section where the candidate will be asked to follow directions from a DVSA supplied satnav. To what extent do you support or oppose the use of a satnav to provide route information to candidates in future driving tests, or do you have no feelings either way?
Source: Ipsos MORIBase: All adults aged 16-75 in Great Britain (2,154) : Fieldwork dates: 14th – 18th July 2017
SUPPORT FOR NEW DRIVING TEST
14%
35%33%
10%5%4%
Strongly support Tend to support Neither/nor Tend to oppose Strongly oppose Don't know
Support 49%
Oppose 14%
18
SOME THOUGHTS
Hard for people to anticipate how will adapt or adopt new technologiesReal interest in many automated/assisted featuresPrice – as well as regulation – will drive adoptionBig psychological adjustments to come….Over to you!