The rise of autonomous vehicles has been nothing short of astonishing. These advanced devices have come so far over the last decade, and while fully autonomous driving vehicles aren’t available to the public yet, they are sure to make their way to consumers in the coming years. As such, manufacturers are keen to see what it will take to build confidence in this tech moving forward.
Several factors have limited autonomous vehicle adoption, ranging from technological restrictions to public perception. A new study delves into the latter and how it may be crucial in overcoming roadblocks to adoption. Here’s what researchers discovered when gauging public sentiment on fully autonomous vehicles.
Autonomous Vehicles (AVs)
Semi-autonomous vehicles provide the driver with some assistance during their travel. Unlike fully autonomous options, these vehicles do require human interactions to complete certain tasks. As such, there is a growing demand to eliminate the need for these persons. Fully autonomous vehicles can navigate, predict, adjust, and complete driving tasks with no interactions from the driver.
Source – Waymo AVs
Trust Trumps Knowledge
The report discusses how this technology has outpaced its public perception and understanding. The researchers delve deep into the perception vs knowledge paradox and how it’s vital to the industry’s future. What they found highlighted the importance of trust building amongst the public when introducing new tech.
This report follows a string of other studies that continually show that the public isn’t fully on board with these devices. Specifically, a Pew Research poll showed that 44% of Americans have a negative view of fully autonomous vehicles. The study highlights how new technology raises concerns and anxiety in the public if they aren’t properly introduced or educated to its capabilities.
Study
The study, released this month and published in the Journal of Risk Research, highlights the importance of taking a balanced approach to educating the masses on new tech. The report uncovers how a tech’s capabilities pale in comparison to its public perception in terms of consumer buying decisions. Specifically, the report looks at the role scientists and information mediators play in adoption and how it relates to risk perception.
AV Public Opinion
Autonomous vehicles have experienced a major boost in capabilities. However, their public opinion hasn’t received the same influx of support. The report highlights how public acceptance and risk perception for fully autonomous vehicles need a lot of work if the technology is to succeed. Negative opinions on the topic continue to limit interest and boost risk perception among the average person.
Researchers
Washington State University researchers led by Kathryn Robinson-Tay demonstrate how and why knowledge moderators play a vital role in driving new tech in society. Professor Wei Peng also assisted in this research, which will help drive full, large-scale AV adoption moving forward.
Study Details
The researchers surveyed random people as part of their testing process. This cross-sectional survey included a host of questions regarding EV knowledge and risks. The survey sought to determine the taker’s perception and understanding of the tech.
The study included results for 323 US adults. The team wanted to ensure a wide sample for testing, so they created census-based quotas based on age, gender, and race. once recruited, each participant was given a timed questionnaire regarding their perception and understanding of the tech. The results of the study were eye-opening.
Results
The report found a direct correlation between information moderation and public perception. The team found that trust-building strategies were just as important, if not more important, than the tech’s capabilities and public knowledge in terms of perception. The data also showed that knowledge alone wasn’t enough to instill trust in the public.
The report discusses a direct correlation between reliability, performance, and communication. People could be exposed to the correct knowledge on AVs; however, the report found that it was more important that this information came from a trusted source rather than be accurate in terms of building public trust. Here are some other key takeaways from their study.
Science vs Public Opinion
One of the report’s most relevant discoveries is that people are less concerned with the scientific facts regarding AVs. The researchers determined that a person’s attitude toward the scientific community shaped their perception of the tech. However, it was noted that even the most accurate scientific information wasn’t enough to build trust when it was delivered via trusted channels.
News
The report found that news reports played a major role in the surveyed opinion on AVs. There have been numerous reports of accidents involving semi-autonomous vehicles. These incidents had heavy media coverage, which hurt the public’s perceptions. The study found that accidents with partially autonomous vehicles were one of the main reasons that participants felt uneasy about the tech.
They expressed a desire for improvements made to consistency and capabilities, despite learning that these improvements have already been made. As such, the report highlighted the crucial role influencers and public figures hold in boosting confidence.
Experience
Another interesting revelation the study highlighted was the fact that most people are less trusting of technologies they haven’t used personally. There are no fully autonomous vehicles available to the public today. As such, nobody you know can vouch for the safety and convenience this technology brings to the market.
Notably, the study did find that most people have a strong desire to experience fully autonomous vehicles. To overcome objections to the tech, it’s going to be vital that manufacturers get their products into the public’s hands and gain some real-life experience. For example, fully autonomous taxi services may be one of the best options to help bring the tech to the masses.
Human Nature
The researchers found that human nature was another limiting factor. People are used to manipulating and controlling devices using their hands. When you take away the sensation of touch, it can create a disconnect between the user and the device. Researchers found that his disconnect strokes fear and a sense of helplessness at first.
The team noted that manufacturers will need to overcome this basic psychological need to usher in the era of fully autonomous vehicles. This task can be accomplished through a combination of education, proven reliability, and a basic understanding of what humans need to feel safe. Imagine a fully autonomous vehicle laced with entertainment and distractions to help you lose sight of the vehicle’s tasks and become immersed in your newfound freedom.
Benefits
There are many benefits that AVs promise to bring to the market. For one, fully autonomous vehicles have been in use by militaries around the world for years. Now that consumer-oriented products are starting to emerge, there is a renewed spotlight on the tech and its capabilities, features, and benefits. Here are the main draws.
Safer Roadways
Autonomous vehicles promise to create safer roadways. For years, there have been discussions on how this technology would eliminate human errors and bad judgment. A roadway of fully AVs wouldn’t speed, swerve, text, or any of the other risks associated with human drivers.
Autonomous driving vehicles don’t get tired and can predict complex maneuvers in real time. Additionally, they provide loads of data during their journey. This data is then used to improve future performance. It can also be vital in determining the series of events that resulted in an accident. According to reports, all of these factors could improve traffic safety by 90% in the coming years.
Efficiency
Autonomous vehicles provide more efficiency on the roadways. These units are usually electrically powered, which already reduces their carbon footprint and fuel demands. The added efficiency these units could bring to the market would help to create a more sustainable environment while reducing reliance on fossil fuels and pollution.
Todays Autonomous Capabilities
The race to get AVs on the roadways has been competitive, with new manufacturers entering the market in short succession. Notably, you can already enjoy semi-autonomous driving via a host of products. For example, Tesla’s adaptive cruise control enables users to make long trips without their hands on the steering wheel. Here are some of today’s AV capabilities and how they could improve in the future.
Lane Centering
One of the key features that is found in today’s products is automatic lane centering. This feature integrates powerful cameras and AI to ensure that you remain centered in your lane. As part of this strategy, the system continually monitors the lane markings. It can also adjust your speed to ensure you’re not tailgating other vehicles, raising the risk of a potential accident.
Automatic Emergency Braking
Another popular feature found in today’s semi-autonomous vehicles is automatic emergency braking. This feature uses lidar and cameras to determine your proximity to the vehicle in front of you. If they slammed on their brakes, would you have time to stop? Autonomous vehicles can apply brakes in emergencies. This feature can help to prevent crashes or mitigate damage caused.
Blind Spot Detection
Every vehicle has a blind spot. This is the area of the car that a driver is unable to see. Blind spot monitors have come a long way from beeping sounds to red lights, all the way to cameras. Today’s advanced AVs leverage a variety of technologies to ensure that you’re never “blind” to potential risks on the road.
Rear Cross Traffic Alert
Another popular feature is the rear cross-traffic alert protocol. This system will search for pedestrians or vehicles crossing your path when backing out. Studies have shown that this is one of the most vulnerable times for drivers. A rear cross-traffic system can notify the driver of vehicles approaching and prevent a needless accident by stopping the vehicle before it occurs.
Adaptive Cruise Control
Adaptive cruise control is one of the most popular AV features on the market. This option enables you to set hands-free controls on the highway. The system will automatically maintain your speed by adjusting your vehicle relative to others on the road. These systems can prevent tailgating and help improve efficiency on the highway.
Lane Departure Warning
One of the first things you learn when you get your license is how to be a defensive driver. The lane departure warning adds to those capabilities by alerting you if another driver has exited their lane. This alert can help you to become aware of merging traffic, lane switches, or other risks that could put you in harm’s way.
Parking Assist
The parking assistance feature is one of the coolest ones on this list. This option will automatically park your vehicle. For those who lack parallel parking experience, it’s a game changer. It also looks futuristic, watching your vehicle pull in and out of the parking spot without a driver.
Companies That Can Benefit from This Research
There are a variety of manufacturers that could see benefits and improvements to their products thanks to this research. These companies have spent billions on creating AV systems. The study will help them to see how to make the most of their research.
Uber is one of the most popular ride-sharing apps in the world. The platform pioneered the sector and remains the largest competitor. Recently, Uber has pivoted toward AVs. This maneuver makes sense as it would enable the firm to capture more revenue, reduce complaints, and improve its trackability.
Uber is a major player in the market. The firm reported $37.281B in revenue for 2023. Analysts predict this revenue will increase with the introduction of fully autonomous taxis. Additionally, the firm has ventured into food and freight delivery services. making it a smart addition to any portfolio.
Qualcomm has been a major player in the tech market since 1985. The firm is based out of San Diego, California, and serves clients worldwide. Qualcomm is best known for its CDMA chipset found in cell phones across the globe. Recently, they have ventured into autonomous vehicle systems.
Qualcomm reported $35.82B in revenue in 2023. The firm has a growing number of subsidiaries and is positioned to gain much during the AV adoption stages. For these reasons, Qualcomm is a smart addition to your portfolio.
Autonomous Vehicles – Is in the Eye of the Beholder
This study demonstrates just how powerful the media is in helping to shape public perception of new technologies. Importantly, it highlights multiple ways to improve these processes and ensure that the community is ready to accept new tech with open arms.
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