An Ericsson Consumer Insight Summary Report
February 2017
ERICSSON
CONSUMERLAB
THE
SELF-DRIVING
FUTURE
Consumer views on letting go of the wheel
and what’s next for autonomous cars
Contents
METHODOLOGY
the voice of
the consumer
This report presents insights from Ericsson ConsumerLab
Analytical Platform for the years 2013–16. In addition,
Ericsson ConsumerLab has conducted social media analysis
during 2016 on consumers attitudes towards car driving.
The main target group is smartphone users aged 15–69
across a range of cities and countries, with a sample size
of approximately 1,000 interviews for each city or country.
However, sample sizes do differ throughout the report.
All data is based on probability sampling and conducted
mainly through online data collection. Sources and bases for
respective insights are presented in each chart throughout
the report.
Ericsson ConsumerLab has more than 20 years’ experience
of studying people’s behaviors and values, including the
way they act and think about ICT products and services.
Ericsson ConsumerLab provides unique insights on market
and consumer trends.
Ericsson ConsumerLab gains its knowledge through a
global consumer research program based on interviews with
100,000 individuals each year, in more than 40 countries –
statistically representing the views of 1.1 billion people.
Both quantitative and qualitative methods are used, and
hundreds of hours are spent with consumers from different
cultures. To be close to the market and consumers, Ericsson
ConsumerLab has representatives throughout Ericsson’s
global presence, developing an international understanding
of the ICT market and business models.
All reports can be found at:
ericsson/consumerlab
3. DRIVERLESS BECOMES A REALITY
4. THE LOVE OF DRIVING
5. WHO’S UP FOR DRIVERLESS
6. LETTING GO OF THE WHEEL
7. THE AUTONOMOUS ECOSYSTEM
8. SHARED OR OWNED
9. AN ARRAY OF MOBILITY PLAYERS
11. NEW MOBILITY PATTERNS
2 ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 2017
Autonomous (also known as self-driving or driverless)
cars are no longer confned to science fction movies;
they’re becoming a reality. In 2017, live projects involving
autonomous cars will be carried out in cities around the
world1, including Pittsburgh, Gothenburg and Singapore.
Although these projects are trials, their existence indicates
that a future in which self-driving cars are a reality might be
closer than we think.
Further to this, Tesla is already offering some autonomous
drive functionality with future improvements through software
updates. They are even promising coast-to-coast fully
autonomous driving in the US before the end of 2017.2
Technological breakthroughs such as 5G connectivity and
artifcial intelligence (AI) are behind the phenomenon, and
are making it possible for cars to drive themselves. This
challenges the previously mandatory relationship between
the driver and car. In this report, Ericsson ConsumerLab
considers the reaction of drivers to this development, as well
as what the future of self-driving cars might look like from a
consumer perspective.
Driverless
becomes a reality
Key Findings
1 For example in Pittsburg, bloomberg/news/features/2016-08-18/uber-s-frst-self-driving-feet-arrives-in-pittsburgh-this-month-is06r7on or in Singapore,
technologyreview/s/533601/singapore-wants-a-driverless-version-of-uber/2
wired/2017/01/teslas-new-autopilot-may-seem-lame-critical-reboot/
Consumers interested in autonomous cars but fear letting go of the wheel
Already, one in four smartphone users states that they would prefer an autonomous car to one
they drive themselves, despite the fact that autonomous vehicles are not yet part of everyday
traffc. Additionally, 7 in 10 state an interest in self-driving features, such as cruise control and
parking assistance. Although there is high interest in self-driving functionality and features,
consumers still seem to fear letting go of the wheel.
A boost for city satisfaction and pedestrian safety
Traffc has a high impact on satisfaction levels in a city. By freeing the driver, autonomous cars
may ease the pain of commuting and improve the experience of traffc. In addition, one in four
pedestrians already says that they would feel safer if all cars were fully autonomous.
Car lovers prefer self-driving cars
Fifty-three percent of working families with children who express interest in self-driving cars
also say that they are passionate about vehicles. This is compared to just 35 percent of a group
of working consumers without children who do not express an interest. Moreover, those who
express an interest in self-driving cars also see themselves as opinion leaders on vehicles.
Self-driving cars from ICT players in demand
In the future, information and communication technology (ICT) is expected to enable different
modes of transportation, and this change is in demand from consumers. In 14 cities around the
world, 40 percent of advanced internet users are already very interested in cars designed by
the 5 biggest IT companies.
ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 2017 3
I know my car is not the best car. But
I sure do love to drive around freely
and go wherever I want and whenever I
want. It gives the driver more freedom
“
”
Comment on Twitter from a man aged 27, USA, 2016
The love
of driving
The frst mass-produced car was manufactured in the early
20th century, empowering consumers to go anywhere, at any
time and for a reasonable cost. This is also how driving a car
is often portrayed in commercials: as a symbol of freedom,
speed and performance.
As such, a sense of freedom and a love of driving are often
closely connected to car ownership. They are also two of the
most common factors cited as reasons for not embracing
self-driving cars. For example, in a US-based study from
Auto Pacifc, 56 percent of respondents stated that they
simply love driving and therefore would never give it up,
while nearly half said that driverless cars would take all the
fun out of driving.3
These fndings raise an important question: if people love
driving so much, is the autonomous car destined to fail
before it even hits the road
3 Source: AutoPacifc, 2016. Base: Internet users who are also car drivers in the US
Does the love of driving mean that
self-driving cars are destined to fail
Source: AutoPacifc, 2016
Base: Internet users who are also car drivers in the US
Figure 1: The love of driving as a barrier to self-driving cars
47% say a self-driving car would
take all the fun out of driving
56% love driving and
wouldn’t want to give it up
4 ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 2017
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