77% of drivers prefer self-driving in their car vs. robotaxis

This paradigm shift was highlighted in the recent Autonomous Vehicles: Consumer Trends and Attitudes Survey released by Ghost Autonomy, a company in scalable autonomy software for consumer cars. The survey uncovers a significant consumer inclination towards autonomous driving, with three-quarters (77%) of respondents expressing a strong preference for fully autonomous driving over robotaxis, and over half (52%) who have experienced self-driving vehicles expressing willingness to expedite their next car purchase if full autonomy were available.

Ghost Autonomy's research provides insightful data on consumer attitudes, revealing that Tesla owners, in particular, demonstrate the highest rate of exposure to self-driving features and are significantly enthusiastic about autonomous technology. This trend highlights the correlation between exposure to autonomous driving and positive consumer attitudes towards it. Over 1,200 participants from varied age groups, income levels, and geographical regions contributed to these insights.

John Hayes, Founder, and CEO of Ghost Autonomy remarked: “Autonomous driving is clearly the next frontier for the automotive industry as it evolves to meet consumer demand. The findings from our Autonomous Vehicles: Consumer Trends and Attitudes Survey reveal that exposure to autonomous vehicles in the real world increases consumers’ inclination towards adopting it in their own cars. As drivers consider integrating this technology into their daily lives, it makes sense that they want to better understand its reliability and safety. There is enormous opportunity in educating and exposing consumers to autonomous capabilities to connect ongoing advancements in autonomy to consumers’ propensity to buy.”

The survey also highlights consumers' recognition of the benefits autonomous driving technology can bring to their lifestyles. A majority (65%) expressed a desire for autonomous driving within the next ten years if its safety is assured. Younger drivers, particularly those aged 21-29 (73%) and 30-39 (69%), show a pronounced desire for fully autonomous driving within the next five years.

Furthermore, consumers are ready to invest in this new technology. Over half of those who have experienced self-driving vehicles in person (52%) said they would accelerate their next car purchase if fully autonomous capabilities were available today. Additionally, 59% would choose their next car based on the availability of this technology. When considering additional costs, 78% stated they are prepared to pay an upfront fee of $5,000 or more for autonomous driving services, while 67% are willing to pay at least $100 a month for these capabilities.

Safety features emerge as a primary driver for consumer interest in autonomy. New car buyers prioritise safety features such as blind spot monitoring, lane keeping assist, emergency swerve assist, and driver monitoring over other amenities like keyless entry or premium infotainment systems. A significant majority (61%) would expedite their next car purchase if advanced safety systems capable of reducing accidents by 90% or more were available, and 65% consider advanced driver assistance features a key criterion in their vehicle purchase, with 21% stating it was the decisive reason for their purchase.

Hayes further added: “Safety is paramount when considering how consumers plan to interact with autonomy. Motorists eagerly anticipate and are excited about investing in the potential advantages offered by autonomy. Ensuring transparent safety standards and practices stands as the pivotal pathway for these vehicles to become mainstream.”

The survey also finds that over a third of drivers (37%) are interested in autonomous driving for enhanced safety for themselves and their children. Additionally, eight out of ten people who have experienced self-driving want fully autonomous driving in their cars in the next ten years, if proven safe.

Commuters’ interest in autonomous vehicles is also spurred by the potential for easier commutes, with over half (54%) indicating they would expedite their next car purchase for this capability. The majority use automated driving or driver assistance primarily on highways, with long trips and daily commutes following closely.

Tesla owners emerge as frontrunners in the adoption of self-driving technology, with 80% citing advanced driver assistance features as a critical factor in their vehicle purchasing decision. Furthermore, an overwhelming 88% of Tesla owners express a desire for full autonomy in their next car, indicating a higher level of comfort with self-driving technology compared to the general population.

For a comprehensive understanding of these consumer trends and attitudes towards autonomous vehicles, the full report from Ghost Autonomy’s Autonomous Vehicles: Consumer Trends and Attitudes Survey is available for download.