奧迪：自動駕駛用戶調研報告（英文版）(52頁).pdf

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1、THE PULSE OF AUTONOMOUS DRIVING An international user typology and an emotional landscape of autonomous driving CONTENTS Foreword by Dr. Luciano Floridi 04 Executive Summary 06 Methodology 08 HUMAN READINESS INDEX 11 EMOTIONAL LANDSCAPE 15 USER TYPOLOGY 31 CONCLUSION 45 49 Imprint 51 Initiative it i

2、s a necessary step for any policy- and law-making decision, as well R 18-59 years in South Korea). Internet penetration in China is lower; the results in that country are therefore representative of an urban, prosperous and connected population. Another factor is that the maximum age of the responde

3、nts in China is 54, and the education distribution is characterized by well-educated respondents. The higher propor- tion of younger and well-educated respondents may have infmuenced the survey results. Additionally the local automotive experts at Ipsos, who are involved on a daily basis in internat

4、ional market research related to mobility, carried out a cultural check in the nine countries of the survey. They examined the study results in the context of societal, statutory and other characteristics of these countries. Non-confjdential studies of a similar type and research-on-research investi

5、gati- ons were also taken into account, thus ensuring a difgerentiated view of the study results. METHODOLOGY For the development of user typology, relevant variables for attitude to autonomous driving were fjrst identifjed by a random forest driver analysis, and then a fjve-cluster approach based o

6、n a statis- tical analysis was chosen.3 The sinus meta milieus4 served to identify the respondents value orien- tation and lifestyles. On the basis of a standard- ized statement allocation, the respondents were allocated to one of the nine sinus meta milieus. As an international version of the sinus

7、 milieus, which have been established for many years, the sinus meta milieus take cultural difgerences into account and thus allow comparisons between countries.4 The following defjnition of autonomous driving was presented to respondents: with autonomous driving, a driver is no longer required, at

8、least within a specifjc application (for example, when parking or in the city center at speeds up to 30 km/h). In the distant future, one can also imagine autonomous vehicles that do not need a driver on the entire route from A to B. Such vehicles could, for example, be operated without a driver bot

9、h in the city center and on the highway. Due to rounding, it is possible that not all dia- grams in this study add up to 100 percent and the proportions of the diagrams may vary slightly. 1 Sample size of n=21,000 (China (n=3,000), France (n=2,000), Germany (n=2,000), Italy (n=2,000), Japan (n=3,000

10、), Spain (n=2,000), South Korea (n=2,000), United Kingdom (n=2,000) and USA (n=3,000) 2 China: census 2010; France, Germany, Italy, Spain: Eurostat 2013; Japan: census 2015; South Korea: census 2015; United Kingdom: Eurostat 2012; United States: American Community Survey 2016 3 At Random Forest the

11、existing variables are sorted according to their signifjcance for predicting the target variable (here: attitude to autonomous driving). The most relevant eleven variables were selected and fed into a clustering process. With the help of gap statistic, fjve difgerent user types were generated. 4 Sin

12、us Markt- und Sozialforschung GmbH. (without date). SINUS Meta-Milieus. Retrieved July 30, 2019, from https:/www.sinus-institut.de/en/sinus-solutions/sinus-meta-milieus METHODOLOGY 08 01 HUMAN READINESS INDEX HUMAN READINESS INDEX What do people think about autonomous driving? How interested are the

13、y in this technology? And what emotions guide them? The human readiness index (HRI) tells us how attitudes to autonomous driving are linked to sociodemographics. To do this, it combines interest, knowledge, emotions and willingness to use in relation to autonomous driving to produce a numerical indi

14、cator on a scale from 10 to +10. The results show that across national borders, Generation Z is especially open to autonomous driving (+1.9). The same is true of men (+1.3), well-educated persons (+1.3) THE HUMAN READINESS INDEX OF AUTONOMOUS DRIVING IS LOOKING FORWARD TO AUTO- NOMOUS DRIVING THE MO

15、ST. urbanrural 12 GENERATION Z 4059253924 +2 +1 1 2 AGE GENDER LIVING ENVIRONMENT High ReadinessLow Readiness and those with higher incomes (+1.7). Frequent drivers also tend to have a positive attitude to autonomous driving (+1.7). There is little difgeren- ce between city-dwellers (+0.4) and the c

16、ountry population (+0.6). 13 INCOME EDUCATION DISTANCE DRIVEN FREQUENT DRIVERS ARE PARTICULARLY OPEN TO AUTONOMOUS DRIVING. lowmiddlehighlowmiddlehighlowmiddlehigh 02 EMOTIONAL LANDSCAPE EMOTIONAL LANDSCAPE THE WORLD IS TALKING ABOUT AUTONOMOUS DRIVING 16 Autonomous driving is a hot topic across nat

17、ional boundaries: 90 percent of the people surveyed have heard of the technology. 22 percent actually say they know a lot about autonomous driving. Only eight percent, however, feel able to explain the subject. But who knows most? Car enthusiasts, the youn- ger generation and people with high income

18、s and close ties to education are best informed about autonomous driving. The Chinese and South Ko- reans lead the international comparison: almost half of them (both 45 percent) say they know a lot about the technology. In Japan, on the other hand, almost a quarter of respondents (24 percent) have

19、never heard of autonomous driving, followed by the United Kingdom (14 percent). Knowledge of autonomous driving, international 22% know it well 10% have never heard about it 60% have already heard about it know it very well and can explain the topic 8% EMOTIONAL LANDSCAPE 17 The Chinese are strongly

20、 interested Interest in autonomous driving Across all countries, 82 percent of respondents show general interest in autonomous driving. The level of interest is similar to the level of know- ledge: the Chinese (98 percent) and South Koreans (94 percent) are most interested. Europeans are more reserv

21、ed: while 84 percent of respondents in Spain are interested in cars that drive autono- mously, in France three quarters give this res- ponse. A quarter of the French state that they are not interested in the technology at all. The fjgure is similar in the United States (28 percent) and Japan (26 per

22、cent). 82% China South Korea InternationalItalyGermanyFranceJapanSpain United Kingdom USA 98% 94% 88% 84% 77% 75%75% 74% 72% EMOTIONAL LANDSCAPE 18 A MOOD OF CAUTIOUS OPTIMISM Almost two thirds of respondents are curious about autonomous driving. Just under half of respondents are optimistic about t

23、he technology. The Chinese are the most enthusiastic. 84 percent of them are curious, followed by South Koreans (67 percent) and Americans (64 percent). In Europe, it is above all the Spanish (54 percent) and Italians (51 percent) who are optimistic about self-driving cars. In Germany about one thir

24、d (34 percent) view autonomous driving optimistically. The Spanish and Italians are optimistic On average across the countries, 38 percent of respondents are anxious about autonomous dri- ving. The Chinese (11 percent) and Germans (25 percent) experience relatively little anxiety about the technolog

25、y. The British (46 percent), South Koreans (52 percent) und Japanese (53 percent) are more anxious. Across all countries, 41 percent of respondents are suspicious about the technology. Japan (32 percent) and France (34 percent) are less suspi- cious. South Koreans, by contrast, are skeptical: almost

26、 one in two (48 percent) feel suspicious about autonomous driving this in spite of the simultaneously high level of interest. Suspicion is stronger only in the USA (62 percent) and the United Kingdom (54 percent). Americans are skeptical In attitudes to autonomous driving, not only rational argument

27、s play a part. Peoples feelings are also relevant. 62% curious 41% suspicious 38% anxious 49% optimistic Emotions regarding autonomous driving, international EMOTIONAL LANDSCAPE 19 The majority of respondents who already use new mobility services such as car sharing are also strongly interested in a

28、utonomous driving (70 percent). They are also especially optimistic (79 percent) and curious (81 percent) with regard to self-driving cars. People who regularly use ride- sharing services also show strong interest (81 percent). This is in contrast to those who mainly travel in their own car or by tr

29、ain: 32 percent of drivers and about half (49 percent) of regular train passengers show strong interest in autonomous automobiles. Difgerences also become apparent depending on the driving situation: city and highway drivers are comparatively optimistic about autonomous driving (54 percent each). Pe

30、ople who travel by car mainly in rural areas are more suspicious (47 per- cent). Furthermore, people who already use driver assistance systems are especially curious about autonomous driving (71 percent). Car sharers and ride sharers are especially open Nearly three quarters of Generation Z are curi

31、ous Younger drivers are particularly open to auto- nomous driving. Across the countries in the survey, almost three quarters (73 percent) of respondents from Generation Z are curious about the techno- logy. For baby boomers between the ages of 40 and 60, the fjgure is more than one in two (59 percen

32、t). With negative emotions such as fear and suspicion, however, there are almost no difgeren- ces between the age groups. EMOTIONAL LANDSCAPE MOBILITY FOR ALL Perceived benefjts of autonomous driving, international 20 There is agreement that autonomous cars will take strain ofg drivers (75 percent).

33、 The majority of re- spondents are also convinced that self-driving cars will make road traffjc safer (59 percent). On the question of whether the pleasure of driving will increase, opinions difger (46 percent). Only just over a third (39 percent) believe that autonomous vehicles will lead to less t

34、raffjc on the roads. The Chinese and South Koreans have particular- ly high hopes of the new technology: above all, easier access to mobility (90 and 84 percent), more time for other things (84 and 69 percent) and better traffjc fmows (84 and 66 percent). The French are more reserved; 43 percent of

35、respon- dents expect increased safety. South Koreans see most advantages Access to mobility, more convenience for the driver, and greater safety hold most potential Respondents see the greatest added value from self-driving cars in easier access to mobility for the elderly, children, persons with ha

36、ndicaps and peo- ple without a driving license (76 percent). Regular users of car-sharing and ride-sharing services (86 and 88 percent), in particular, see potential here. 56% Sustain ability 76% Mobility 72% Convenience 46% Driving Pleasure 59% Safety 51% Status EMOTIONAL LANDSCAPE 21 What to do wi

37、th the time gained? Relax and maintain social contacts When the car takes over the task of driving, people will have their hands and heads free for other things that are important to them; two thirds of respondents (68 percent) see this as added value. But what will we do with the time gained? The l

38、evel of interest is highest for enjoying the view, listening to music or watching movies. Talking to friends and family is also very popular. The situation is difgerent with more physical activities: respondents can hardly imagine doing fjtness exercises or trying on clothes in a self-driving car. T

39、he same applies to artistic activities. Look out the window Entertainment: music, books, videos etc. Interact with other passengers Talk to friends or family Organize daily life New ideas and thoughts Eat and drink Find out more about surroundings Information about current afgairs Relax or sleep Inf

40、ormation about new products and trends Prepare for meetings (styling etc.) Education Work Contacts in social networks Online shopping Getting dressed/changed Artistic activities Fitness exercises 0102030405060708090100% Use of time in autonomously driving cars, international EMOTIONAL LANDSCAPE Crit

41、ical aspects of autonomous driving, international FEAR OF LOSS OF CONTROL The Chinese euphorically look forward to self-dri- ving cars and are particularly interested, open and curious. At the same time, 85 percent fear a possible loss of control. That is 15 percent more than the international avera

42、ge. The Spanish (81 percent) and Americans (77 percent) also regard this aspect as particularly critical in contrast to South Koreans (55 percent) and Germans (57 per- cent), who have less concern about a potential loss of control. South Koreans (55 percent), are little concerned about the lack of a

43、 legal framework, whereas the Chinese (79 percent), Spanish (78 percent) and Italians (71 percent) take a critical view of this point. The most widespread concerns relate to a possible loss of control (70 percent), technically unavoidable residual risks (66 percent) and the lack of a legal framework

44、 (65 percent). On the other hand, only one in three sees it as a problem that autonomous driving might reduce the pleasure of driving. The Spanish see the lack of a legal framework as problematic 22 With autonomous driving, the human transfers control to a machine. Consequently, in addition to the t

45、echnologys potential, reservations and risks play a central role in the general debate. Loss of control Technically unavoidable residual risks Lack of legal framework Car assesses situation independently Ethical reservations Lack of data security Lack of driving fun 70% 66% 65% 63% 62% 61% 36% EMOTI

46、ONAL LANDSCAPE legal framework as problematic Change of attitudes to autonomous driving after reports of accidents with automated cars, international 13% more positive 20% more negative 61% unchanged 6% dont know The media have reported about the fjrst acci- dents with automated cars. More than half

47、 of the people surveyed (55 percent) have heard of such accidents especially in the United States (62 percent), Germany and South Korea (both 60 percent). For almost two thirds of those respondents, reports of accidents have not led to a change in their attitude to autonomous driving. 13 percent eve

48、n state that the reports have positively afgected their view of auto- nomous driving. Here too there are national difgerences: the Chinese are little infmuenced by reports about accidents (54 percent), and if they are infmuen- ced, their attitude has even become more favo- rable (27 percent). In the

49、 case of Italians (25 percent), Americans (24 percent), and South Koreans (24 percent), accidents increased their reservations more often. ACCIDENT REPORTS MAKE LITTLE IMPRESSION 23 What would strengthen trust in autonomous driving? Open question, international long-term safety records reliable AI technology real road testing Nothing would strengthen my confi dence more people using it I am against it EMOTIONAL LANDSCAPE TRUST THROUGH CERTIFIED SAFETY The Chinese (42 percent) and South Koreans (32 percent) also