Audi study shows 5 user types of autonomous driving
21,000 respondents from nine counties participated in a study conducted by the market research institute Ipsos in order to analyse the typology of different autonomous vehicles. The study, namely ‘The Pulse of Autonomous Driving’, was commissioned by Audi within the &Audi initiative and it investigates the rationality of arguments, emotions, values and lifestyles shape attitudes to autonomous driving. The results include a triad consisting of an emotional landscape, a human readiness index, and a user typology.
- Emotional Landscape
The study reveals that strong interest and curiosity about autonomous driving exists among the respondents and that more than half of them are willing to test self-driving vehicles. However, big concerns and fears such as the loss of control and unavoidable residual risks are investigated. Furthermore, the level on knowledge about autonomous driving seems to be quite low.
- Human Readiness Index (HRI)
The HRI provides insights into the way that attitudes to autonomous driving relate to socio-demographics. It combines knowledge of, interest in, emotions about, and readiness to use self-driving cars to produce a numerical indicator between -10 and +10. The results suggest that the younger and the higher their level of education and income, the more positive their attitude to autonomous driving. Ordered by country the enthusiasm towards autonomous driving shows the following order: The Chinese (+5,1), South Koreans (+1,2), Spanish and Italians lead the field (+0,7), Germans and French (-0,7) and the Americans, Japanese and British (-0,9).
- User Typology
The study classified the users into five types. Starting with a ‘suspicious driver’, followed by ‘safety-oriented reluctants’, over a ‘open-minded co-pilot’ and ‘status-oriented trendsetters’ to an ‘tech-savvy passenger’, the categories show the differences in welcoming the new technology.
Read here more about the study.
You can read the full study here.