connected drivers: public opinion and what it means

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


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%

Global Trends Survey | July 2014

PERSONALISATION VS PRIVACY

5


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


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 othercompanies

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


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


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



‘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


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

11


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


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%










Internet browsing

Online gaming








the next one to two years (5-8 October 2015)

% important

13


Connecting with

the world –

‘Information &

Entertainment’

Connecting to

the car – ‘Vehicle Insight’

Connecting to

the journey – ‘Navigation’

Three types of driving technology…

14


15


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%










Internet browsing

Online gaming









% important

Connecting to the car

Connecting to the

journey

Connecting with the

world

16


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


the next one to two years (5-8 October 2015) Source: Ipsos MORI

11th out of 13

factors in the list

provided

17


But what about

safety?

18



What’s most distracting?

36%

7

5

33%

22%

21%

18%

29%

28%

5

25%

31%

2

8

8

6

8

7


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


Source: Ipsos MORI


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


% 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%



20


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


Ben Page

Chief Executive

Ipsos MORI

@benatipsosmori

Thank you

30 November 2015