2023 ADAS & Autonomous Driving consumer analysis - When will consumers trust autonomous vehicles?

To understand consumer sentiment toward S&P Global Mobility forecast technologies, the autonomous driving research and consumer insights teams conduct an annual consumer survey that serves as a quantitative input and foundational pillar of the forecast.

By asking new vehicle intenders a series of questions to gauge feature desirability and packaging, willingness to pay for such features, and perception of emerging technologies, S&P Global Mobility analysts are able to develop Feature Desirability and Willingness to Pay indices that are then factored into the Autonomy Forecasts.

Through statistical analysis and machine learning, Mobility analysts are able to extract key factors and weights (coefficients) that explain an application’s feature desirability score and how much consumers are willing to pay for it.

The 2023 Autonomous Driving Consumer Survey asked nearly 8,000 participants around the world questions regarding advanced driver assistance systems (ADAS features and automated/autonomous driving technology to understand consumer sentiment toward feature desirability, willingness to pay, and general interest in the respective technologies.

Results showed respondents find Level 2 automated features currently on the market most desirable but are most willing to pay extra for the highest level of self-driving functionality. Automated driving features associated with city driving were among some of the least desired but overall consumers indicated a greater openness to conditional autonomy with efficiency and safety as key reasons since the last iteration of the survey.