奥迪-自动驾驶用户调研报告（英文）-2019.9-52页_8mb

Summary of "The Pulse of Autonomous Driving"

Core Content

This report explores the international user typology and emotional landscape of autonomous driving across nine countries: China, France, Germany, Italy, Japan, South Korea, Spain, the United Kingdom, and the United States. It provides insights into public attitudes, concerns, and expectations, which are essential for shaping policy, law, R&D, and business strategies in the development of autonomous driving technology.

Main Points

• Interest and Curiosity:
  • 82% of respondents across all countries express general interest in autonomous driving.
  • 62% show high curiosity about the technology.
• Concerns:
  • 70% are concerned about loss of control.
  • 66% worry about technically unavoidable residual risks.
  • 65% are concerned about the lack of a legal framework.
• Knowledge:
  • Only 8% of respondents feel able to explain the technology.
  • 90% have heard of autonomous driving, but only 30% know it well.
• User Typology:
  • Five user types are identified based on attitudes and lifestyles:
    1. Suspicious Self-Drivers: Want to preserve the status quo and are cautious about adopting autonomous driving.
    2. Safety-Oriented Reluctantly: Prefer extensive testing before approval.
    3. Open-Minded Co-Pilot: Support the technology with conditions for safety.
    4. Status-Oriented Trendsetters: Use self-driving cars to showcase their progressive lifestyle.
    5. Tech-Savvy Passenger: Trust the technology and hope for its comprehensive introduction.
• Demographics and Readiness:
  • The Human Readiness Index (HRI) links attitudes to sociodemographics:
    • Generation Z (+1.9) and men (+1.3) show the most openness.
    • Higher education and income levels correlate with more positive attitudes.
  • There is little difference in attitudes between city and country dwellers.
• Perceived Benefits:
  • Autonomous driving is seen as offering easier access to mobility (76%), more convenience (72%), and greater safety (59%).
  • Car sharers and ride sharers are particularly open to the technology.
• Emotional Landscape:
  • A mood of cautious optimism is observed.
  • Curiosity is the most widespread emotion (67%).
  • Optimism is higher in Spain and Italy (54% and 51%, respectively).
  • Suspicion is most prevalent in the U.S. (62%) and the U.K. (54%).
• Attitudes to Control:
  • Willingness to give up control is highest in autonomous parking and highway traffic jams (35% and 34%, respectively).
  • Country roads show the least willingness (22%).
• Willingness to Pay:
  • 28% of respondents globally are willing to pay more for autonomous vehicles.
  • In China, 64% are willing to pay more, while in Germany and France, the willingness is lowest at 17% and 14%, respectively.
• Accident Reports:
  • 55% of respondents have heard of accidents involving automated cars.
  • Only 13% of those who heard about accidents changed their attitude toward the technology.
  • In China, 54% were not influenced by accident reports, with some even becoming more positive.

Key Information

• The study involved 21,000 participants across nine countries.
• The emotional landscape and user typology are key tools for understanding how people perceive and interact with autonomous driving.
• The HRI highlights the relationship between age, education, income, and openness to autonomous driving.
• The survey methodology uses a random forest driver analysis and Sinus Meta-Milieus to identify value orientations and lifestyles.
• Trust in autonomous driving is influenced by:
  • Evidence of safety (24%).
  • Certification of safety (especially in China, South Korea, Japan, and the U.S.).
  • Real-life traffic reliability (19%).
  • Extensive research (12%, especially in the U.K.).
• Technology Development:
  • 5G networks, machine learning, and algorithm security are seen as key factors in building trust.
  • The status symbol perception is significant, with 21% of respondents viewing autonomous cars as a way to show leadership or innovation in lifestyle.

Conclusion

The report concludes that the future of autonomous driving will not be uniform but will vary depending on the options, choices, and degrees of autonomy offered. A flexible variety of solutions is needed to meet the diverse needs and attitudes of users. The study emphasizes the importance of interdisciplinary collaboration between business, science, and politics to ensure social acceptance and technological progress. It also highlights the need for improved knowledge, robust ethical and legal frameworks, and technological safety to address public concerns and build trust in autonomous driving.

Initiative & Audi

The initiative &Audi, led by Audi, aims to address the challenges of autonomous driving through collaboration with social stakeholders. The goal is to establish appropriate expectations and foster informed public debate on the introduction of autonomous driving technology.

Additional Notes

• The report includes visual data and country-specific insights.
• The sample size is n=21,000, with different numbers in each country.
• The data sources include census and Eurostat information for demographic weighting.