Our future as drivers…motoring in the future - October 2017

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#DriverAhead

Our future as drivers…motoring in the future

Ben PageChief Executive, Ipsos MORI

@benatipsosmori

In association with

#DriverAhead

POSITIVE ABOUT TECHNOLOGY

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?


WANT CARS – BUT NOT IN LOVE

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#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

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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%


GOOD CLAIMED KNOWLEDGE

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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%


REAL INTEREST IN DRIVER ASSISTANCE

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#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


BUT PRICE HAS TO BE RIGHT

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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

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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


WHAT DO THEY WANT….

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#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

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#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

https://www.theguardian.com/technology/2016/jun/30/tesla-autopilot-death-self-driving-car-elon-musk

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

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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%


CHANGE THE DRIVING TEST?

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#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?


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!

In association with

#DriverAhead

THANK YOUBen Page

Ipsos MORI@benatipsosmori

Our future as drivers…motoring in the future - October 2017

Automotive

Transcript of Our future as drivers…motoring in the future - October 2017