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Dr. Larry PonemonNovember 27, 2017
Will Privacy & Security Concerns Stall the Adoption of Autonomous Automobiles?
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November 27, 2017 Ponemon Institute Presentation Private and Confidential 1
We want to learn what adult-aged consumers think about the autonomous automobile. Specifically . . .• Do consumers have concerns about their security and privacy?• Do consumers feel enough trust to buy an autonomous vehicle?• Do consumers feel enough trust to ride in an autonomous vehicle?• Do consumers believe that OEMs will take appropriate steps to
secure the autonomous vehicle?• Do consumers recognize the safety and convenience implications?• Are consumers worried about hackers seizing control of the
autonomous automobile?• Do consumers think autonomous automobiles will make their life
better or worse?
Purpose of the study
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Consumer survey response Freq Pct%
Total sampling frame 28,700 100.0%
Total returns 1,081 3.8%
Rejected surveys 68 0.2%
Final sample 1,013 3.5%
Ponemon Institute Presentation Private and Confidential 2November 27, 2017
Adult-aged consumers located in the United States were surveyed in November 2017.
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Page 3
Privacy persona and the autonomous automobile
Ponemon Institute Presentation Private and Confidential
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Privacy centric - Events that minimize your sense of privacy or diminish the safety of your sensitive personal information will have a significant impact on your behavior.
Privacy sensitive - While you say that privacy is important to you, it does not affect your behaviors or information sharing practices.
Privacy complacent - You really don’t care very much about the sharing or selling of your sensitive personal information.
November 27, 2017 Ponemon Institute Presentation Private and Confidential 4
Three Personas*
*These personas or privacy profiles were developed by Ponemon Institute more than a decade ago based on privacy trust research.
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Privacy profile today and five years ago
November 27, 2017 Ponemon Institute Presentation Private and Confidential 5
19%
58%
23%26%
52%
22%
0%
10%
20%
30%
40%
50%
60%
70%
Privacy centric Privacy sensitive Privacy complacent
Privacy profile today Privacy profile five years ago
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If you became more concerned about the privacy and security of your personal data over the past five years, why? More than one response allowed
November 27, 2017 Ponemon Institute Presentation Private and Confidential 6
15%
18%
21%
27%
33%
49%
50%
58%
65%
0% 10% 20% 30% 40% 50% 60% 70%
I became a victim of identity theft
I have growing concerns about government surveillance
I know someone who became a victim of an identity theft
I use mobile payment methods including mobile wallet
I am using location tracking devices more often
I am using my mobile devices such as smartphones and tablets more often
More of my personal information including medical records is being shared
I use social media more often
I became a victim of a data breach
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Privacy in an autonomous automobile For instance, the ability to prevent the car manufacturer, government or other companies from listening in or recording your private conversations while riding in the car.
Security in an autonomous automobileFor instance, the ability to prevent hackers from remotely seizing control of your car.
Safety in an autonomous automobileFor instance, the ability to brake before a cash.
November 27, 2017 Ponemon Institute Presentation Private and Confidential 7
The survey addressed three areas of possible concern among consumers
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Concern about security, safety and privacy in an autonomous automobile1 = not concerned to 10 = very concernedExtrapolated average values reported
November 27, 2017 Ponemon Institute Presentation Private and Confidential 8
6.68 6.50
4.88
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
10.00
Security in an autonomous automobile
Safety in an autonomous automobile
Privacy in an autonomous automobile
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Concern about security, safety and privacy by persona1 = not concerned to 10 = very concernedExtrapolated values reported
November 27, 2017 Ponemon Institute Presentation Private and Confidential 9
6.23
8.05 7.56
4.94
6.52 6.33
3.51
5.53 5.65
-
1.00
2.00
3.00
4.00
5.00
6.00
7.00
8.00
9.00
Privacy Security Safety
Centric Sensitive Complacent
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Level of trust in the idea of turning control of driving to an autonomous automobile 1 = low trust to 10 = high trustExtrapolated average value = 5.22
November 27, 2017 Ponemon Institute Presentation Private and Confidential 10
19%
14%
38%
20%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
1 or 2 (low trust) 3 or 4 5 or 6 7 or 8 9 or 10 (high trust)
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Do you believe the benefits of an autonomous automobile will outweigh your concerns about privacy or security?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 11
40% 39%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes No Unsure
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I believe manufacturers of autonomous automobiles should provide the following:
November 27, 2017 Ponemon Institute Presentation Private and Confidential 12
8%
12%
19%
26%
32%
46%
56%
65%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Don’t know
None of the above
Provide assurance that my privacy and security is safeguarded
Tell me when my personal information is shared with businesses and government
Tell me what information is collected about me and how it is used
Compensate me if my information is misused or stolen
Allow me to control what information is collected within the automobile
Let me know how I can protect my privacy and security within the automobile
Tell me what security precautions are taken to prevent the automobile from being hacked
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Safety & security in today’s cars
Ponemon Institute Presentation Private and Confidential
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How much time do you spend driving each day?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 14
34%
21% 22% 23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Less than 1 hour 1 hour to 2 hours 3 hours to 4 hours More than 4 hours
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How safe do you feel when you are driving in your car?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 15
30%
53%
17%
0%
10%
20%
30%
40%
50%
60%
Very safe Safe Not safe
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Have innovations in safety features, such as air bags, roll cages and rear cameras, made you feel safer in your car?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 16
67%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes No
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Do you feel less safe in your car when driving in certain locations and times?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 17
55%
45%
0%
10%
20%
30%
40%
50%
60%
Yes No
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If yes, where and when do you feel less safe?More than one response allowed
November 27, 2017 Ponemon Institute Presentation Private and Confidential 18
65%
56%
47%
32%
10%
0%
10%
20%
30%
40%
50%
60%
70%
During rush hour In high crime areas
Late at night On crowded city streets
On state highways
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Does the type of vehicle you drive make you feel safer on the road?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 19
59%
41%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
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If yes, in which vehicles do you feel safest?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 20
32%
26%
23%
17%
2%
0%
5%
10%
15%
20%
25%
30%
35%
SUVs Light trucks Vans Sedans Other
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Perceptions about the autonomous automobile
Ponemon Institute Presentation Private and Confidential
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Do you plan to purchase an autonomous automobile?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 22
25%
11%
21%
26%
17%
0% 5% 10% 15% 20% 25% 30%
Never
Unsure
Maybe, if it is affordable
Maybe, after I see them on the road and they look safe
Yes, as soon as it is available
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If yes or maybe, what is the most important reason for purchasing an autonomous automobile?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 23
2%
6%
10%
12%
19%
24%
27%
0% 5% 10% 15% 20% 25% 30%
Other
Automatically finds the shortest and fastest route to my destination
Will have a positive impact on the environment
Ensures I have transportation when I can no longer drive
Reduces traffic accidents
Relieves the stress of having to drive
Enables me to multi-task when commuting to work
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If never, what is the most important reason for not purchasing an autonomous automobile?
November 27, 2017 Ponemon Institute Presentation Private and Confidential 24
8%
13%
15%
30%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
I am concerned about my personal data that the automobile will collect and use
I do not want to give up control to technology
I do not think they are safe
I am concerned about the risk of hacking
I enjoy driving
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If you do not want to purchase an autonomous automobile, would you ride in one?
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60%
24%
16%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No Unsure
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Perceptions about autonomous automobilesStrongly agree and Agree responses combined
November 27, 2017 Ponemon Institute Presentation Private and Confidential 26
42%
45%
49%
53%
56%
57%
0% 10% 20% 30% 40% 50% 60%
Autonomous automobiles will make my life easier and make traveling more fun
Autonomous automobiles will make driving safer
Autonomous automobiles will make commuting to work and running errands less stressful
I would rather manually drive my car than use an autonomous automobile
I believe automobile manufacturers will only make autonomous vehicles that are safe and
secure
I would prefer to have a partial autonomous automobile so I can drive when I want to
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What impact will autonomous automobiles have on traffic accidents?
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17%
23%
37%
15%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Significantly decrease traffic accidents
Decrease traffic accidents
No change in traffic accidents
Increase traffic accidents
Significantly increase traffic accidents
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In your lifetime, which of the following advances in technologies have changed or will change your life the most?Three responses allowed
November 27, 2017 Ponemon Institute Presentation Private and Confidential 28
7%
11%
13%
15%
23%
31%
40%
47%
49%
64%
0% 10% 20% 30% 40% 50% 60% 70%
Drones
Space travel
Internet of Things
Microwave ovens
Online shopping
Laptop computers
Autonomous automobiles
Social media (Facebook, Twitter, Linked-in)
Mobile phones
Internet
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How will autonomous automobiles change your life?
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41%
19%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
For the better For the worse No change
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Demographics
Ponemon Institute Presentation Private and Confidential
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Gender and Age Range
November 27, 2017 Ponemon Institute Presentation Private and Confidential 31
Female, 53%
Male, 47%
16%
23%
23%
17%
13%
8%
18 to 25
26 to 35
36 to 45
46 to 55
56 to 65
65+
Adult-aged consumers located in the United States were surveyed in November 2017.
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Highest Level of Education
November 27, 2017 Ponemon Institute Presentation Private and Confidential 32
18%
15%
27%
30%
8% 2%
High School
Vocational
College (attended, no degree)
College (4 year degree)
Graduate School
Post Graduate / Doctorate
Adult-aged consumers located in the United States were surveyed in November 2017.
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Household income
November 27, 2017 Ponemon Institute Presentation Private and Confidential 33
7%
23%
31%
12%
9%
6%
6% 4% 2%
Less than $25,000
$25,000 to $40,000
$40,001 to $60,000
$60,001 to $80,000
$80,001 to $100,000
$100,001 to $150,000
$150,001 to $250,000
$250,001 to $500,000
More than $500,000
Adult-aged consumers located in the United States were surveyed in November 2017.
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United States regional location
November 27, 2017 Ponemon Institute Presentation Private and Confidential 34
20%
20%
19%
16%
13%
12%
Northeast
Pacific-West
Mid-Atlantic
Midwest
Southeast
Southwest
Adult-aged consumers located in the United States were surveyed in November 2017.
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There are inherent limitations to survey research that need to be carefully considered before drawing inferences from findings. The following items are specific limitations that are germane to most web-based surveys.
• Non-response bias: The current findings are based on a sample of survey returns. We sent surveys to a representative sample of individuals, resulting in a large number of usable returned responses. Despite non-response tests, it is always possible that individuals who did not participate are substantially different in terms of underlying beliefs from those who completed the instrument.
• Sampling-frame bias: The accuracy is based on contact information and the degree to which the list is representative of adult-aged individuals who drive automobiles. We also acknowledge that the results may be biased by external events such as media coverage. Finally, because we used a Web-based collection method, it is possible that non-web responses by mailed survey or telephone call would result in a different pattern of findings.
• Self-reported results: The quality of survey research is based on the integrity of confidential responses received from subjects. While certain checks and balances can be incorporated into the survey process, there is always the possibility that a subject did not provide a truthful response.
November 27, 2017 Ponemon Institute Presentation Private and Confidential 35
Caveats
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