Neil Harwood
04 Aug 2019
The importance of road safety and privacy for consumers
A recent study we undertook across 3 markets on new technology in cars highlighted the importance of road safety for consumers. The results also showed cultural differences in how consumers perceive new technology and personal data privacy. These factors along with social tensions influence decision making. So let’s take a closer look.
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What we Tested?
Jaguar Land Rover have unveiled new in car technology that makes it easier for drivers and passengers to be comfortable, engaged and alert on journeys. Data is collected through cameras and biometric sensors and can automatically:

• Adjust the lighting when in situations of stress
• Lower the temperatures when the driver is tired
• Play a specific kind of music depending on the driver's mood
• Dim the lights for sleepy passengers
• Alert drivers when they become too drowsy
How was it tested?
  • Using the Product Idea solution via the Fastuna platform.
  • Countries: UK, Germany, Russia
  • Male, Female, 18−65 years old, all social grades
  • Standard option: 100 people per country
Overview of Results

In all three markets the results were available within 3−4 hours. The overall differences by market are:

  • Brits were the most sceptical. How relevant is this idea to them? Read here.
  • Germans love cars and tech, it comes through in the open-ended responses. Read more here.
  • Russians feel it is important for driving safety. Read report here.
Tip: To analyse the results in detail use Google Translate.
Results by Country
Brits liked the technology, primarily for safety reasons, but the concept lacked relevance amongst consumers. Their reservations tended to be about how effective it would work in real life and there being too much technology in vehicles.

For Germans the safety benefits were an even greater factor than with Brits. In contrast to Brits their main reservations related to the amount of data being collected and the feeling of being observed or spied on.

The concept scored highest amongst Russians, for whom safety benefits play a key role in their automotive decision making. Also convenience and comfort are seen as important factors. Few Russians had reservations but those who did tended to be on the fact that the driver rather than technology is best placed to control the necessary in-car conditions.
Food for Thought
It is interesting that Brits and Germans were more sceptical about the new technology unveiled by JLR than the Russians. Russians showed more openness to new things on the other hand, while the more Western markets expressed concerns around privacy.

Compared to other regions is Western Europe a laggard when it comes to the uptake of new tech solutions — particularly those where personal privacy is involved?

Moreover, the UK and Germany enjoy a significantly lower accident rate than Russia. In fact, the rate is 4 times higher in Russia than in Germany and 5 times higher than in the UK.

So is the road accident rate a factor that tips the scales towards the acceptance of new tech for mobility solutions?

We look forward to discussing these results with you.

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