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1
Ben Page
Chief Executive
Ipsos MORI
@benatipsosmori
CONNECTED
DRIVERS
Public
opinion
& what it
means
30 November 2015
2
Version 1 | Public© Ipsos MORI
In period of accelerative change, two givens…
1st: 59%
say they
need a
car
3
Version 1 | Public© Ipsos MORI
Q1. To what extent do you agree or disagree with the following statements?
And 2: we are ...
Global Trends Survey | July 2014
PERSONALISATION
VS PRIVACY
5
Version 1 | Public© Ipsos MORI
But there are concerns everywhere…
76%
74%
73%
73%
70%
70%
70%
69%
69%
68%
68%
67%
66%
65...
6
Version 1 | Public© Ipsos MORI
Don’t do this…
If you found out a company you are a customer with was doing any of
the fo...
7
Version 1 | Public© Ipsos MORI
Q10. Which of the following features, if any, do you have in this vehicle?
What do driver...
8
Version 1 | Public© Ipsos MORI
83%
77%
77%
76%
74%
74%
69%
69%
60%
60%
59%
56%
51%
50%
49%
46%
44%
Q12. How often, if at...
9
Version 1 | Public© Ipsos MORI
Q13. To what extent do you agree or disagree with the following statements?
‘Technologies...
10
11
Version 1 | Public© Ipsos MORI
Q7. Technologies are increasingly connecting the driver to their vehicle (e.g. fuel usag...
12
Version 1 | Public© Ipsos MORI
Q8. Here is a list of potential features that could be built into a vehicle, or that a v...
13
Version 1 | Public© Ipsos MORI
Connecting with
the world –
‘Information &
Entertainment’
Connecting to
the car –
‘Vehic...
14
Version 1 | Public© Ipsos MORI
15
Version 1 | Public© Ipsos MORI
Q8. Here is a list of potential features that could be built into a vehicle, or that a v...
16
Version 1 | Public© Ipsos MORI
Q9. If you were looking to buy a new or used vehicle, which, if any, of these factors wo...
17
Version 1 | Public© Ipsos MORI
But what about
safety?
18
Version 1 | Public© Ipsos MORI
Q13. To what extent do you agree or disagree with the following statements?
What’s most ...
19
Version 1 | Public© Ipsos MORI
Source: Ipsos MORI
Q13. To what extent do you agree or disagree with the following state...
20
Version 1 | Public© Ipsos MORI
Conclusions:
 There is an appetite - three in five say they are
interested in connected...
21
Version 1 | Public© Ipsos MORI
Ben Page
Chief Executive
Ipsos MORI
@benatipsosmori
Thank you
30 November 2015
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Connected Drivers: Public opinion and what it means

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According to research by Ipsos MORI for the RAC Foundation, the majority of drivers are interested in connected driving technologies, but both they and the wider public recognise how connections to the outside world have the potential to cause distractions and impact on safe driving.

Publicada em: Tecnologia
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Connected Drivers: Public opinion and what it means

  1. 1. 1 Ben Page Chief Executive Ipsos MORI @benatipsosmori CONNECTED DRIVERS Public opinion & what it means 30 November 2015
  2. 2. 2 Version 1 | Public© Ipsos MORI In period of accelerative change, two givens… 1st: 59% say they need a car
  3. 3. 3 Version 1 | Public© Ipsos MORI Q1. To what extent do you agree or disagree with the following statements? And 2: we are pro-technology…. 32% 26% 8% 46% 36% 15% 14% 19% 31% 4 11% 23% 3 7% 21% 1 1 1 Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know Base: 2,175 British adults aged 16-75 (5-8 October 2015) Source: Ipsos MORI % agree % disagree I try to keep up with technology 62% 18% Technology generally makes life better 77% 8% I am usually the first among my friends to try out new forms of technology 23% 45%
  4. 4. Global Trends Survey | July 2014 PERSONALISATION VS PRIVACY
  5. 5. 5 Version 1 | Public© Ipsos MORI But there are concerns everywhere… 76% 74% 73% 73% 70% 70% 70% 69% 69% 68% 68% 67% 66% 65% 63% 63% 62% 62% 58% 57% 48% 5% 4% 6% 8% 13% 8% 7% 5% 9% 10% 8% 14% 11% 10% 8% 7% 10% 11% 6% 19% 23% 21% 19% 17% 23% 23% 23% 27% 24% 23% 23% 25% 20% 25% 27% 30% 31% 32% 31% 46% S Africa Turkey France India Argentina Spain China GB S Korea Australia Canada US Total Brazil Japan Belgium Germany Italy Poland Russia Sweden Agree Disagree Total Great Britain To what extent do you agree or disagree…? I am concerned about how information being collected about me when I go online is being used by companies 1 2 3 4 5 6 8 7 9 10 11 12 T 13 14 15 16 17 18 19 20 Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Question 36l
  6. 6. 6 Version 1 | Public© Ipsos MORI Don’t do this… If you found out a company you are a customer with was doing any of the following, which if any, would make you seriously consider not using this company again? 70% 56% 53% 51% 49% 40% Failing to keep safe or losing my personal data Selling anonymous data about customers to other companies Exploiting overseas workers Charging higher prices than competitors Damaging the environment Paying senior executives a large bonus/salary Failing to keep safe or losing my personal data Selling anonymous data about customers to other companies Charging higher prices than competitors Damaging the environment Paying senior executives a large bonus/salary Exploiting overseas workers Base: 1,036 British adults 15+, 30 March – 5 April 2012
  7. 7. 7 Version 1 | Public© Ipsos MORI Q10. Which of the following features, if any, do you have in this vehicle? What do drivers currently have in their cars? Base: 1,490 British adults aged 16-75 who are drivers and have at least one vehicle in their household (5-8 October 2015) 38% 33% 33% 28% 25% 22% 19% 18% 8% 8% 7% 6% 5% 4% 4% 3% 2% ‘Smart’ journey information Information about the condition of the vehicle Telematics insurance Satellite navigation system Live traffic alerts/congestion warnings Speed camera warnings Ability to locate available car park spaces using software Ability to search for local points of interest using software Music streaming services Internet browsing Online gaming Specialist apps for news, sports Live weather information Bluetooth connectivity Ability to take calls Ability to send text messages Ability to send emails Source: Ipsos MORI
  8. 8. 8 Version 1 | Public© Ipsos MORI 83% 77% 77% 76% 74% 74% 69% 69% 60% 60% 59% 56% 51% 50% 49% 46% 44% Q12. How often, if at all, do you personally, as a driver, use each of these features? ‘Smart’ journey/vehicle condition info & taking calls are the features used most regularly ‘Smart’ journey information (484) Information about the condition of the vehicle (367) Telematics insurance (49) Satellite navigation system (559) Live traffic alerts/congestion warnings (323) Speed camera warnings (288) Ability to locate available car park spaces using software (53) Ability to search for local points of interest using software (270) Music streaming services (118) Internet browsing (85) Online gaming (31) Specialist apps for news, sports (52) Live weather information (103) Bluetooth connectivity (483) Ability to take calls (419) Ability to send text messages (113) Ability to send emails (75) % at least once a month Base: (see above) British adults aged 16-75 who have this feature in their vehicle (5-8 October 2015) Source: Ipsos MORI
  9. 9. 9 Version 1 | Public© Ipsos MORI Q13. To what extent do you agree or disagree with the following statements? ‘Technologies that connect me as a driver to the car and the journey have improved my overall driving experience’ Most say technology is improving their driving experience 17% 32% 33% 11% 5% 3 Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know Source: Ipsos MORI Agree 49% Disagree 16% Base: 911 British adults aged 16-75 who have a vehicle with at least one form of connected driving technology and who have used it (5-8 October 2015) Only 16% disagree
  10. 10. 10
  11. 11. 11 Version 1 | Public© Ipsos MORI Q7. Technologies are increasingly connecting the driver to their vehicle (e.g. fuel usage), the 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’? Three in five are interested… 19% 42% 26% 10% 2 Very interested Fairly interested Not very interested Not at all interested Don't know Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in the next one to two years (5-8 October 2015) Source: Ipsos MORI Interested 61% Not interested 36%
  12. 12. 12 Version 1 | Public© Ipsos MORI Q8. Here is a list of potential features that could be built into a vehicle, or that a vehicle could be ready to receive. How important, if at all, would each of these features be to you if you were looking to buy a new or used vehicle? Which features are attractive? Source: Ipsos MORI 85% 81% 79% 71% 71% 60% 57% 57% 53% 46% 41% 39% 34% 26% 23% 22% 9% ‘Smart’ journey information Information about the condition of the vehicle Telematics insurance Satellite navigation system Live traffic alerts/congestion warnings Speed camera warnings Ability to locate available car park spaces using software Ability to search for local points of interest using software Music streaming services Internet browsing Online gaming Specialist apps for news, sports Live weather information Bluetooth connectivity Ability to take calls Ability to send text messages Ability to send emails Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in the next one to two years (5-8 October 2015) % important
  13. 13. 13 Version 1 | Public© Ipsos MORI Connecting with the world – ‘Information & Entertainment’ Connecting to the car – ‘Vehicle Insight’ Connecting to the journey – ‘Navigation’ Three types of driving technology…
  14. 14. 14 Version 1 | Public© Ipsos MORI
  15. 15. 15 Version 1 | Public© Ipsos MORI Q8. Here is a list of potential features that could be built into a vehicle, or that a vehicle could be ready to receive. How important, if at all, would each of these features be to you if you were looking to buy a new or used vehicle? More importance placed on technologies that connect drivers to the car/journey, than to the outside world Source: Ipsos MORI 85% 81% 79% 71% 71% 60% 57% 57% 53% 46% 41% 39% 34% 26% 23% 22% 9% ‘Smart’ journey information Information about the condition of the vehicle Telematics insurance Satellite navigation system Live traffic alerts/congestion warnings Speed camera warnings Ability to locate available car park spaces using software Ability to search for local points of interest using software Music streaming services Internet browsing Online gaming Specialist apps for news, sports Live weather information Bluetooth connectivity Ability to take calls Ability to send text messages Ability to send emails Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in the next one to two years (5-8 October 2015) % important Connecting to the car Connecting to the journey Connecting with the world
  16. 16. 16 Version 1 | Public© Ipsos MORI Q9. 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? Technology isn’t a key driver of car purchase 74% 70% 66% 50% 33% 31% 28% 28% 20% 16% 9% 8% 6% 1% 3% Price Running costs Reliability Vehicle type Safety rating/safety features Style/Appearance Driving experience/performance Power/Engine size Environmental performance Brand name Connected driving technologies Alternative fuel Personal recommendation None of these Don’t know Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in the next one to two years (5-8 October 2015) Source: Ipsos MORI 11th out of 13 factors in the list provided
  17. 17. 17 Version 1 | Public© Ipsos MORI But what about safety?
  18. 18. 18 Version 1 | Public© Ipsos MORI Q13. To what extent do you agree or disagree with the following statements? What’s most distracting? 36% 7 5 33% 22% 21% 18% 29% 28% 5 25% 31% 2 8 8 6 8 7 Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know Base: 2,175 British adults aged 16-75 (5-8 October 2015) Source: Ipsos MORI % agree % disagree Information provided about the car (e.g. fuel usage) whilst driving could distract people from driving safely 30% 34% Information provided about the journey (e.g. traffic alerts) whilst driving could distract people from driving safely 26% 39% Information provided from outside the car (e.g. text messages, phone calls) whilst driving could distract people from driving safely 69% 7%
  19. 19. 19 Version 1 | Public© Ipsos MORI Source: Ipsos MORI Q13. To what extent do you agree or disagree with the following statements? Looking ahead, three in five would use a ‘vehicle safe mode’. Three in ten would pay extra for certain connected services. 28% 8% 32% 21% 23% 33% 7 19% 5 14% 5 5 Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know % agree % disagree As a driver, I would be happy to use a ‘vehicle safe mode’ on any device I use in the car (e.g. a mobile phone) that would stop it from doing anything that could distract me from driving safely 60% 13% If I were looking to buy a new vehicle, I would be happy to pay extra for certain connected driver services (e.g. parking availability, live traffic alerts 29% 33% Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in the next one to two years (5-8 October 2015)
  20. 20. 20 Version 1 | Public© Ipsos MORI Conclusions:  There is an appetite - three in five say they are interested in connected driving technologies.  Connections to the car and journey are seen as more important than those to the outside world.  This is not just about the future – half of those with these features say they have improved their driving experience already.  The potential to distract is acknowledged and a majority say they would be open to using a ‘vehicle safe mode’ on their devices  Need to watch for what is cool and what is creepy  We always over-estimate change in next few years, under-estimate next decade….
  21. 21. 21 Version 1 | Public© Ipsos MORI Ben Page Chief Executive Ipsos MORI @benatipsosmori Thank you 30 November 2015

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