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THE PULSE OF AUTONOMOUS DRIVING An international user typology and an emotional landscape of autonomous drivingCONTENTS 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 is 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 respondents 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 influenced the survey results. Additionally the local automotive experts at Ipsos, who are involved on a daily basis in international 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-confidential studies of a similar type and research-on-research investigati- ons were also taken into account, thus ensuring a differentiated view of the study results. METHODOLOGY For the development of user typology, relevant variables for attitude to autonomous driving were first identified by a random forest driver analysis, and then a five-cluster approach based on a statis- tical analysis was chosen. 3The sinus meta milieus 4served 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 milieus, which have been established for many years, the sinus meta milieus take cultural differences into account and thus allow comparisons between countries. 4The following definition of autonomous driving was presented to respondents: with autonomous driving, a driver is no longer required, at least within a specific 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 both 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), 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 existing variables are sorted according to their significance 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, five different user types were generated. 4 Sinus Markt- und Sozialforschung GmbH. (without date). SINUS Meta-Milieus. Retrieved July 30, 2019, from sinus-institut.de/en/sinus-solutions/sinus-meta-milieus METHODOLOGY 0801 HUMAN READINESS INDEXHUMAN READINESS INDEX What do people think about autonomous driving? How interested are they 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 indicator 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 MOST. urban rural 12 GENERATION Z 4059 2539 24 +2 +1 1 2 AGE GENDER LIVING ENVIRONMENT High Readiness Low Readinessand those with higher incomes (+1.7). Frequent drivers also tend to have a positive attitude to autonomous driving (+1.7). There is little differen- ce between city-dwellers (+0.4) and the country population (+0.6). 13 INCOME EDUCATION DISTANCE DRIVEN FREQUENT DRIVERS ARE PARTICULARLY OPEN TO AUTONOMOUS DRIVING. low middle high low middle high low middle high02 EMOTIONAL LANDSCAPEEMOTIONAL LANDSCAPE THE WORLD IS TALKING ABOUT AUTONOMOUS DRIVING 16 Autonomous driving is a hot topic across national 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 incomes 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 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%
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