• Fears over safety and driver enjoyment are the biggest barriers to adoption of driverless technology
• Families and people who find driving dull will be in the vanguard of the driverless tech revolution
   

24 JULY 2017: New data published today reveals the UK is deeply divided in its attitudes towards driverless cars. Many Brits are unprepared for the changes this technology is expected to bring to road users, with only 39 per cent of people ready to embrace driverless technology, and 35 per cent sceptical of it. The research clearly shows that if the motor industry want people to become more enthusiastic about driverless cars it will need to support and educate the public in the transition to driverless cars – by starting the dialogue and bridging the gap between manufacturers and the public.

The study, published by Direct Line, shows the main barriers to adoption are:

• Safety fears: Just 32 per cent believe driverless technology will make roads safer.
• Lack of trust in ‘smart’ tech: Only 18 per cent of Brits believe computers make better decisions than humans
• Losing direct control: 67 per cent of people said they prefer a vehicle in which they are in control most of the time, with technology taking control only in an emergency.
• Enjoyment of driving: 53 per cent of drivers enjoy driving, while just 23 per cent consider it a dull means to an end.

The research categorises road users in the UK based on their views on new in-car technology:

• Seven distinct segments were identified through the research, which finds that openness to driverless technology is shaped by attitudes, not traditional demographic factors.
• “In-car Techies” will be the stereotypical early adopters of in-car technology. They love to drive and believe tech will enhance their enjoyment of driving.
• The driverless revolution will also be led by “Automation Optimists” and “Metropolitan Families”. Both segments can readily see the benefits, believing driverless cars will make journeys less stressful. “Automation Optimists” also find driving dull and really trust technology, whereas “Metropolitan Families” are unconvinced of the safety benefits.
• While “Middle Laners” have distinct fears over the safety and cost of driverless cars.
• ‘Retro Petrol Heads’ and ‘Risk-averse Traditionalists’ value control and enjoyment of driving and are strongly sceptical of driverless technology.

The study also reveals that questions over liabilities are a big challenge for the industry, with 45 per cent of people believing manufacturers of driverless technology should be liable in an accident.

Gus Park, Managing Director Motor Insurance and Business Development, Direct Line said: “Driverless technology is expected to cause huge changes for all road users. Not only is this expected to affect the way people drive, it will also shape which cars people choose and how they insure them.

“At Direct Line we believe that automated vehicles should bring significant safety benefits to our roads and it is important that we aim to help educate the public on how to use this technology correctly so that the safety benefits can be realised.  We appreciate that many are concerned about this step into the future, therefore it is imperative we understand the range of attitudes people have towards driverless technology. 

Our research shows we will all need to work together to educate and support the public during this transition.”

Please see the http://www.directlinegroup.com/media/dlg-driverless-research.aspx for further details on the study.

Notes to editors:

This study draws on data from a nationally representative survey of 3000 British adults – including 2200 current drivers – exploring both current opinion and on-the-road behaviour, as well as attitudes to driverless vehicles, road safety, and ethical issues. Using detailed statistical analysis, it segments every British driver into one of seven driver types – based on their readiness to embrace (or reject) in-car technology, including driverless vehicles. Fieldwork was conducted online 14th – 19th December 2016 by Populus Data Solutions. The research was designed by Brunswick Insight, with additional analysis by The Stats People.
 

For further information please contact:

Direct Line: PR Manager Chloe French

Tel: 01651 831715

Mob: 07770 640865      

Citigate Dewe Rogerson:      

Sam Stewart

Tel: 020 7282 2856 / 07920 884126

Brandon Stockwell

Tel: 020 7216 4732 / 07768 747907
 

About Direct Line 
Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home, travel and pet insurance cover direct to customers by phone or on-line.

Direct Line general insurance policies are underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Direct Line and U K Insurance limited are both part of Direct Line Insurance Group plc.

Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting www.directline.com