ODOT Automated Vehicles Research
November 2018
Research Purpose
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 2
Assess Oregonians’ opinions and feelings about automated vehicles (AVs)
Evaluate perceived benefits of AVs
Gauge public preference in regard to testing of AVs in Oregon
Methodology
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 3
Phone survey of N=602 Oregon residents
Conducted November 8–12, 2018; 15 minutes to complete
Quotas and weighting by age, gender, education, ethnicity and area of the state were used to ensure responses are representative of Oregon
Margin of error ±4.0%
Due to rounding, some totals may differ by ±1 from the sum of separate responses.
Key Takeaways
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 4
Few Oregonians have experience with automated features or know much about automated vehicles (AVs)—this leads to higher skepticism and negative attitudes
Attitudes about AVs are mixed with skepticism, safety concerns, an understanding about benefits, and some openness
Experience + knowledge = comfort with AVsWidespread use = comfort with AVs
Key Takeaways
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 5
Comfort with AVs will likely increase as more people experience vehicles with driver-assistance features (or AVs become widespread)
Oregonians are more comfortable with AVs in low-traffic areas and at low speeds—highly controlled environments
Support is stronger to pilot shuttles on designated routes (versus taxis in certain areas)
Key Takeaways
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 6
Opinions about AV safety are split which is an opportunity to frame messages and educate the public oPeople are skeptical about general AV safety and will likely remain so
until their experience or exposure changes
Skepticism about AV safety seems lower when asked about reducing traffic fatalities and injuries (versus general safety)
Messages about AV benefits for people (mobility for elderly, disabled people, youth) work better than messages about improvements to traffic and safety
Awareness and comfort with AVs
Most Oregonians have little experience with driver-assistance features beyond adaptive cruise control
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 8
Which of the following features have you used while driving a car?
64%None
29%
16%
13%
11%
7%
7%
7%
Adaptive cruise control
Lane keeping assist
Automatic forward collision braking
Steering assist
Automatic parking
Road sign recognition
Advanced driver assistance system
Most people in Oregon know little or nothing at all about automated vehicles; this is similar to the rest of the nation
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 9
60%Know little to nothing
64%Know little to nothing
Oregonians Americans
Source: Kelley Blue Book, 2016
Negative impressions reflect safety and technology concerns
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 10
24% Don’t like it, against, general negative comment
10% Not safe, dangerous
9% Negative emotions, scary
7% Computer malfunctions
5% Need human control
4% Don’t want to be in one, own one
3% Don’t trust them, the technology
Positive reactions are also fairly general and reflect excitement for future technological developments
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 11
20% Like it, for it, general positive6% Positive emotions, excited
5% It is the future
5% Technology, reliable, cool
3% Autonomous is a little safer
Men, younger Oregonians, and those from Metro and the Willamette Valley are more likely to be positive about AVs
12
54%
38%
26%
18–34
35–54
55+
34%
43%
Women
Men 43%
41%
28%
Tri–county
WillametteValley
Rest of state
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018
A majority of Oregonians are comfortable with AVs on the road if the vehicles travel at low speeds and in light traffic
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 13
30%
22%
11%
12%
11%
39%
38%
22%
20%
20%
69%
59%
33%
32%
31%
In areas with few vehicles
In lower speed areas
In higher speed areas
On congested roadways
In busy downtown areas
Very comfortable Somewhat comfortable
A majority are not comfortable with AVs on Oregon’s roads traveling in denser traffic or at higher speeds
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 14
20%
26%
48%
48%
47%
10%
13%
18%
20%
21%
30%
40%
66%
68%
68%
In areas with few vehicles
In lower speed areas
In higher speed areas
On congested roadways
In busy downtown areas
Not at all comfortable Not too comfortable
Over half of Oregonians are comfortable riding in AVs traveling in areas with few vehicles or at low speeds
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 15
26%
23%
14%
15%
10%
35%
32%
31%
25%
21%
61%
54%
46%
40%
30%
In areas with few vehicles
In lower speed areas
Sharing a ride with otherpassengers
For most trips you take
In higher speed areas
Very comfortable Somewhat comfortable
Comfort with AVs being on the road mirrors comfort riding in AVs
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 16
54%
61%
In low speed areas
In areas with few or novehicles
Comfort riding in AVs
Comfort with AVs on the road
Nearly 7 in 10 are not comfortable riding in AVs in higher speed areas
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 17
28%
31%
38%
42%
52%
10%
14%
15%
16%
17%
38%
45%
53%
58%
69%
In areas with few vehicles
In lower speed areas
Sharing a ride with otherpassengers
For most trips you take
In higher speed areas
Not at all comfortable Not too comfortable
Oregonians may be more hesitant about riding in AVs when compared to national results
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 18
Source: Bloomberg Statefarm, 2016
Oregonians Americans
26%
23%
10%
39%
31%
17%
In areas with few vehicles
In lower speed areas
In higher speed areas
Very comfortable/Would definitely consider:
People who have used automated features are significantly more comfortable with AVs in several situations
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 19
65%
59%
49%
46%
54%
49%
42%
34%
Comfortable with AVs in low speed areas
Riding in AVs in low speed areas
Riding in AVs with other passengers
Riding in AVs for most trips
Experience with automated features
No experience with automated features
Men are significantly more comfortable with AVs than are women
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 20
59%
46%
39%
38%
37%
49%
34%
22%
28%
24%
Riding in AVs in low speed areas
Riding in AVs for most trips
Comfortable with AVs in busy downtown areas
Comfortable with AVs in higher speed areas
Riding in AVs in high speed areas
Women Men
Younger Oregonians are generally more comfortable with AVs
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 21
71%
53%
41%
52%
41%
41%
32%
35%
43%
30%
20%
21%
23%
Riding in AVs in low speed areas
Riding in AVs for most trips
Comfortable with AVs in higher speed areas
Comfortable with AVs in busy downtown areas
Riding in AVs in high speed areas
18–34 35–5455+
Safety
Oregonians are split as to whether they think roadways will be safer if cars are automated or driven by people
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 23
45%
45%
Don't know10%
Roadways will be safer if all vehicles
are driven by people
Roadways will be safer if self-driving vehicles are widespread
Compared to national results, fewer Oregonians think roadways will be safer if automated vehicles are widespread
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 24
63%Roadways
are safer with AVs
45%Roadways are
safer with AVs
Oregonians Americans
Source: Kelley Blue Book, 2016
More men, people of color, and younger Oregonians think roadways will be safer if automated vehicles are widespread
25
51%
38%
Men
Women
55%
45%
36%
18–34
35–54
55+
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018
58%
42%
People ofcolor
Whites
Oregonians who have used automated features and are comfortable with AVs are more likely to believe roadways will be safer if AVs are widespread
26DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018
74%
33%
12%
52%
41%
Comfortable with AVs in many situations
Comfortable with AVs in a few situations
Uncomfortable with AVs on the road
Used at least one automated feature
Have not used any automated features
Oregonians are split as to whether they prefer to have a safer roadway if that means they have less control over their vehicle
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 27
50%45%
Don't know
5%
I prefer to have a safer roadway for
all, even if that means I have less
control over my own vehicle
I prefer to have full control of my vehicle, even if it’s not as safe for other drivers
Oregonians align with national attitudes: Americans are split on giving up control
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 28
49%Safer
roadway for all
50%Safer
roadway for all
Oregonians Americans
Source: Kelley Blue Book, 2016
Support for pilot tests
A majority support pilot projects of driverless low-speedshuttles and taxis within designated areas
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 30
29%
20%
2%
36%
13%
65%
33%
Support
Oppose
Don't know
Strongly Somewhat
25%
26%
3%
32%
14%
57%
40%
Support
Oppose
Don't know
Strongly Somewhat
Pilot projects on designated routes Pilot fleet of driverless taxis
About one-quarter strongly support a pilot, with less strong opposition for shuttles on designated routes vs. taxis in a specified area
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 31
29%
20%
Support
Oppose
Don't know
Strongly Somewhat
25%
26%
Support
Oppose
Don't know
Strongly Somewhat
Pilot projects on designated routes Pilot fleet of driverless taxis
Potential benefits
Oregonians think disabled or elderly people and big business will benefit from AVs
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 33
31% Disabled, elderly, can’t drive
24% Manufacturer, automaker, big business
11% Everybody, general public
5% None, no benefits
5% Younger people, teens, comfortable with technology
5% Don’t know
Oregonians believe AVs are likely to have a large positive impact for those who cannot or should not drive
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 34
62%
52%
47%
21%
17%
16%
Mobility for people withphysical disabilities
Driving under the influence
Distracted driving
Traffic congestion
Use of public transit
Travel times
Oregonians believe AVs are, on balance, more likely to have a positive impact than a negative one
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 35
80%
70%
69%
41%
38%
37%
12%
13%
13%
36%
35%
41%
8%
17%
19%
24%
27%
22%
Mobility for people withphysical disabilities
Driving under the influence
Distracted driving
Traffic congestion
Use of public transit
Travel times
Positive impact Negative impact
Oregonians believe AVs will provide older adults more independence and reduce traffic deaths and injuries
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 36
38%
27%
37%
41%
75%
68%
Give older adults moreindependence
Fewer traffic deaths andinjuries
Very believable Somewhat believable
Next steps
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 37
Be specific—frame messaging and communications to address specific AV benefits, safety measures, and pilots People are skeptical of AVs, so vague messaging feeds into existing
negative attitudes. Use specific messaging. Talk more about fewer traffic deaths and less
about safe roads. Connect AVs to “people” benefits over “things or outcomes” to
shift public attitudes Talk more about greater mobility for people and less about improved
traffic and travel times.
Key observations from focus group and survey research
DHM RESEARCH | ODOT AUTONOMOUS VEHICLES SURVEY | NOVEMBER 2018 38
Oregonians expect transparency about AVs. They have general safety concerns and little experience with automated features. If AVs are on the road, they want to know.
Oregonians lean toward a more cautious deployment of AVs on Oregon roads.