Automotive data services platform provider Otonomo has announced the results of a new consumer study fielded by research and consulting company SBD Automotive that finds connected car data are driving the evolution from private ownership to shared mobility and autonomous driving. Because consumer buy-in is critical, the two companies surveyed over 2500 drivers regarding their concerns and opinions about shared mobility and autonomous vehicles. Data alone will not enable the adoption of these technologies, the study found. Consumer trust, enabling technologies, and government action are needed for transformation to take place.
“We believe that for technologies to succeed, they must meet the needs of consumers,” said Ben Volkow, Otonomo Founder and CEO. “Otonomo, the automakers, service providers, and transportation facilitators need to listen to the interests and concerns of consumers. We hope that this survey provides additional consumer insights that will bring us closer to a future that includes richer driver experiences, more efficient fleet management, shared mobility, and ultimately autonomous vehicles—all based on secure and privacy-protected connected-car data.”
Among the key study findings on shared mobility, only 34% want a transport-style mobility of the future, 29% said they would share their car, and 40% said they prefer to access a shared car.
For autonomous vehicles, 38% said they are willing to ride in autonomous vehicles, 60% felt that technology made cars safer, and a surprising 76% do not trust in AV technology.
Regarding connected car data, almost as surprising is that 65% of drivers said they trust car manufacturers with their data, only 33% of drivers trust third-party partners of the car manufacturer with their data, 72% of drivers want alerts from their cars about dangerous road conditions, 58% of drivers want a service to suggest quicker routes, and 51% and 46% of drivers, respectively, want a service to enable remote deliveries and fueling of their car.
“In a time when your private space and ability to distance from others is becoming more and more important, vehicle ownership is becoming an increasingly important consideration for consumers,” said Stephen Scales, Head of Consumer Insights at SBD Automotive. “The findings in this survey reflect the wider consumer sentiment we’re seeing across SBD’s consumer survey practices, whereby half of consumers regularly drive just for the experiences it gives them, highlighting not only the importance of the car but the experiences you have when driving. It is clear that the OEMs that are not pushing to include the latest technology in their vehicles, and not giving their consumers the best experiences, are going to be left behind first by other manufacturers and eventually risk being left behind by the consumers as well.”
The study’s authors say that the emerging shared economy, climate change, digital transformation, population growth, and even Covid-19 are accelerating the discussion and implementation of new mobility models. They suggest that governments to continue exploring tactical urbanism (solutions to counter gridlock, pollution, land usage, and other transportation issues). Autonomous cars are primed to reduce traffic, enable better flowing traffic, and free up considerable swaths of land dedicated to parking. Furthermore, continued data privacy regulations will be needed to ensure a secure experience for drivers and passengers.
The underlying technologies that will enable the realization of shared mobility, autonomous vehicles, and ultimately seamless mobility are connectivity and car data, according to the authors. Connected car data is key to generating revenue, reducing costs, and increasing safety. Combined with artificial intelligence, vehicle occupants’ needs, and commands can be anticipated and responded to, in-vehicle sensors and data on consumer preferences from various digital domains (social media, connected home, and connected office) can be integrated to deliver auto and auto-adjacent services. Ultimately, the transformation of the driver and passenger experience, generated by connected car data, will result in meaningful value creation.
The free 36-page report, “Data-Driven Driving: Shifting into Shared Mobility and Autonomous Cars,” is available online.
