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An Ericsson Consumer Insight Summary ReportFebruary 2017ERICSSONCONSUMERLABTHESELF-DRIVINGFUTUREConsumer views on letting go of the wheeland what’s next for autonomous carsContentsMETHODOLOGYthe voice ofthe consumerThis report presents insights from Ericsson ConsumerLabAnalytical Platform for the years 2013–16. In addition,Ericsson ConsumerLab has conducted social media analysisduring 2016 on consumers attitudes towards car driving.The main target group is smartphone users aged 15–69across a range of cities and countries, with a sample sizeof 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 conductedmainly through online data collection. Sources and bases forrespective insights are presented in each chart throughoutthe report.Ericsson ConsumerLab has more than 20 years’ experienceof studying people’s behaviors and values, including theway they act and think about ICT products and services.Ericsson ConsumerLab provides unique insights on marketand consumer trends.Ericsson ConsumerLab gains its knowledge through aglobal consumer research program based on interviews with100,000 individuals each year, in more than 40 countries –statistically representing the views of 1.1 billion people.Both quantitative and qualitative methods are used, andhundreds of hours are spent with consumers from differentcultures. To be close to the market and consumers, EricssonConsumerLab has representatives throughout Ericsson’sglobal presence, developing an international understandingof the ICT market and business models.All reports can be found at:ericsson/consumerlab3. DRIVERLESS BECOMES A REALITY4. THE LOVE OF DRIVING5. WHO’S UP FOR DRIVERLESS6. LETTING GO OF THE WHEEL7. THE AUTONOMOUS ECOSYSTEM8. SHARED OR OWNED9. AN ARRAY OF MOBILITY PLAYERS11. NEW MOBILITY PATTERNS2 ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 2017Autonomous (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 involvingautonomous cars will be carried out in cities around theworld1, including Pittsburgh, Gothenburg and Singapore.Although these projects are trials, their existence indicatesthat a future in which self-driving cars are a reality might becloser than we think.Further to this, Tesla is already offering some autonomousdrive functionality with future improvements through softwareupdates. They are even promising coast-to-coast fullyautonomous driving in the US before the end of 2017.2Technological breakthroughs such as 5G connectivity andartifcial intelligence (AI) are behind the phenomenon, andare making it possible for cars to drive themselves. Thischallenges the previously mandatory relationship betweenthe driver and car. In this report, Ericsson ConsumerLabconsiders the reaction of drivers to this development, as wellas what the future of self-driving cars might look like from aconsumer perspective.Driverlessbecomes a realityKey Findings1 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/2wired/2017/01/teslas-new-autopilot-may-seem-lame-critical-reboot/Consumers interested in autonomous cars but fear letting go of the wheelAlready, one in four smartphone users states that they would prefer an autonomous car to onethey drive themselves, despite the fact that autonomous vehicles are not yet part of everydaytraffc. Additionally,7 in 10 state an interest in self-driving features, such as cruise control andparking 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 safetyTraffc has a high impact on satisfaction levels in a city. By freeing the driver, autonomous carsmay ease the pain of commuting and improve the experience of traffc. In addition, one in fourpedestrians already says that they would feel safer if all cars were fully autonomous.Car lovers prefer self-driving carsFifty-three percent of working families with children who express interest in self-driving carsalso say that they are passionate about vehicles. This is compared to just 35 percent of a groupof working consumers without children who do not express an interest. Moreover, those whoexpress an interest in self-driving cars also see themselves as opinion leaders on vehicles.Self-driving cars from ICT players in demandIn the future, information and communication technology (ICT) is expected to enable differentmodes of transportation, and this change is in demand from consumers. In 14 cities around theworld,40 percent of advanced internet users are already very interested in cars designed bythe 5 biggest IT companies.ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 20173I know my car is not the best car. ButI sure do love to drive around freelyand go wherever I want and whenever Iwant. It gives the driver more freedom“”Comment on Twitter from a man aged 27, USA,2016The loveof drivingThe frst mass-produced car was manufactured in the early20th century, empowering consumers to go anywhere, at anytime and for a reasonable cost. This is also how driving a caris often portrayed in commercials: as a symbol of freedom,speed and performance.As such, a sense of freedom and a love of driving are oftenclosely connected to car ownership. They are also two of themost common factors cited as reasons for not embracingself-driving cars. For example, in a US-based study fromAuto Pacifc,56 percent of respondents stated that theysimply love driving and therefore would never give it up,while nearly half said that driverless cars would take all thefun out of driving.3These fndings raise an important question: if people lovedriving so much, is the autonomous car destined to failbefore it even hits the road3 Source: AutoPacifc,2016. Base: Internet users who are also car drivers in the USDoes the love of driving mean thatself-driving cars are destined to failSource: AutoPacifc,2016Base: Internet users who are also car drivers in the USFigure 1: The love of driving as a barrier to self-driving cars47% say a self-driving car wouldtake all the fun out of driving56% love driving andwouldn’t want to give it up4 ERICSSON CONSUMERLAB THE SELF-DRIVING FUTURE 2017Who’s up fordriverlessIf a love of driving is preventing some consumers fromembracing self-driving cars, who is supporting thetechnology When it comes to those who are interested inautonomous cars, a number of common characteristics standout; they are often white-collar professionals with childrenin the household, who already use a car to commute. Thisprovides an insight into the type of consumer who maychoose to use autonomous cars in the future.Car-lovers prefer self-driving carsTo fnd out more about consumers’ attitudes towardsautonomous cars, Ericsson ConsumerLab analyzed twogroups of car drivers with opposing viewpoints. The frstgroup was typical of those who expressed an interest inself-driving cars, while the second group expressed a lowerinterest in self-driving cars.Fifty-three percent of working families with children whoexpress interest in self-driving cars say that they arepassionate about vehicles. This is compared to just35 percent of a group of working consumers withoutchildren who do not express an interest. The group witha high interest in self-driving cars also see themselvesas opinion leaders and authorities on vehicles to a muchgreater extent. They state that their friends and family askthem for advice on vehicles, and that they are often thefrst to try new vehicles and features.Source: Ericsson ConsumerLab Analytical Platform,2016Base:23,040 smartphone owners who used internet on a smartphone on a monthly basis, aged 15–69 across 27 countriesAdvocates of self-drivi