Market Overview

Consumers Do Not Trust Autonomous Driving Technology, Finds Strategy Analytics


Large Swaths of Consumers in the US and Western Europe Continue to
Actively Avoid Automated Parking and Driving Technology

Consumer awareness of autonomous driving technology is growing due to
the inclusion of these features as standard, in multiple classes of
vehicles for the last few years. A new report from Strategy
' In-Vehicle UX (IVX) team, "Consumers
Remain Skeptical of Automated Driving Features
," has surveyed vehicle
owners in the US, Western Europe, and China regarding their interest in
automated parking and driving features. After several years of uniform
increases and decreases, Strategy Analytics has found that interest in
these varied features is now beginning to fracture. Consumers are
providing feedback: not all autonomous features are equal.

This press release features multimedia. View the full release here:

Autonomous Vehicle Interior Mockup (Photo: Business Wire)

Autonomous Vehicle Interior Mockup (Photo: Business Wire)

Key report findings include:

  • Consumer interest in park assist remains modest, but a good proportion
    of all consumers would avoid any autonomous driving feature, a trend
    driven largely by females and older demographics.
  • Among consumers who would avoid an autonomous feature, a large
    percentage of consumers in all markets say they do not yet trust
    the technology
  • Additionally, large swaths of consumers in the US and Western Europe
    say they would never trust self-driving technology.

Derek Viita, Senior Analyst and report author commented, "This
finding should be especially instructive for any engineer or designer in
the autonomous transport space over the next 5 to 10 years. User-centric
design which communicates status clearly, concisely and in context,
should be paramount."

Continued Viita, "Trust remains the elephant in the room
preventing widespread consumer demand. In order to get consumers on
board with fully automated driving services, and hasten profitability of
these services, providers need patronage from not just early adopters
and willing beta testers, but from some portion of the large percentage
of consumer base who are currently distrustful of the technology. At
present, large swaths of consumers in the US and Western Europe are
actively avoiding automated parking and driving technology

Added Chris Schreiner, Director, Syndicated
Research UXIP: "The usefulness of these features remains questionable;
as does the interface design and usability of these features. An
extensive human factors related overhaul of existing systems, and even
pilot test systems at the HMI level, would go a long way toward
addressing both of these issues."

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory
services, consulting and actionable market intelligence for emerging
technology, mobile and wireless, digital consumer and automotive
electronics companies. With offices in North America, Europe and Asia,
Strategy Analytics delivers insights for enterprise success.

About In-vehicle UX

Our In-vehicle User Experience (IVX) service investigates UX innovation
opportunities in the connected vehicle. By understanding the emerging
behaviors, needs, motivations, use cases, pain-points and "must-have"
experiences of lead adopters and future target consumers, IVX delivers a
roadmap to help you design the optimal experience. IVX forms part of the
User Experience Innovation Practice (UXIP) at Strategy Analytics.
Through both syndicated and proprietary user-centric research
capabilities, UXIP delivers strategic insights and analysis on how to
optimize the user experience of new and emerging technologies. Click here
for more information.

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