Blind-spot warnings and back-up cameras top the list, some think
certain tech makes drivers too reliant
- Most mature drivers are not ready to embrace driverless cars
HARTFORD, Conn.–(BUSINESS WIRE)–As car manufacturers continue to introduce new technologies in their
vehicles, blind-spot warning systems and back-up cameras are the
technologies mature drivers are most willing to adopt1,
according to new research by The
Hartford and the MIT
AgeLab. The Vehicle Technology Adoption Among Mature Drivers study
found that mature drivers consistently favor technologies that improve
driving safety, but some think certain advancements make drivers too
reliant on technology.
Drivers ages 50 to 69 are most willing to adopt the following
technologies out of a list of seven included in the study:
1. Blind-spot warning systems
2. Reverse back-up cameras
3. Smart headlights
4. Collision avoidance systems
5. Lane departure warnings
“In this study, we wanted to understand mature drivers’ willingness to
adopt vehicle technologies,” said Jodi Olshevski, gerontologist and
executive director of The Hartford Center for Mature Market Excellence®.
“These technologies are becoming more available in new cars today, so
it’s important that all drivers learn how they work and how to use them
effectively. This is especially true for mature drivers, as many
technologies can enhance the driving experience as we age.”
Purchase and Use of Vehicle Technologies
Ninety-six percent of mature drivers reported that they would be willing
to buy a car with at least one of the seven auto technologies in the
study; nearly 10 percent indicated that they would be willing to buy all
seven of the technologies.
A majority of participants also indicated they would be quite likely to
use reverse back-up cameras, blind-spot warning systems, smart
headlights, lane departure warning systems and collision avoidance
systems if they had them. And a majority thought each of the seven
technologies was worth having. Collision avoidance and blind spot
warning systems were more likely to be perceived as worth having at any
price than the other technologies in the study.
“Drivers who are experienced with technology in general, trust it, and
see themselves as able to learn how to use it are more receptive to
adopting vehicle technologies,” said Joseph F. Coughlin, Ph.D., Director
of the MIT AgeLab. “These tech-savvy drivers feel more positively about
vehicle technologies overall and are more likely to recommend that a
family member or friend purchase a car with new technologies.”
The study revealed that mature drivers believe the primary benefit of
many vehicle technologies is to improve safety for the driver.
Participants said that back-up cameras (78%), blind-spot warning systems
(77%), collision avoidance systems (68%), lane departure warning systems
(64%), and smart headlights (63%) were most connected to safety. Yet
some mature drivers worried that other new technologies might make
drivers too reliant on the technologies themselves, including parking
assistance (42%) and adaptive cruise control (25%).
Most Mature Drivers Not Ready for Driverless Cars
When it comes to self-driving cars, mature drivers express more interest
in “test-driving” a driverless car than in purchasing one. Almost
three-quarters (70%) of participants said they would test-drive a
self-driving car, compared to only 31 percent who would purchase one,
even it if was the same price as a “regular” car. If a self-driving car
and a “regular” car were the same price, more participants would buy the
“regular” car (39%) than the self-driving one (31%).
As the exclusive national provider of auto and home insurance for AARP
members over the last 30 years, The Hartford has insured millions of
drivers over the age of 50.
Vehicle Technology Adoption Among Mature Drivers is the Center
for Mature Market Excellence and the MIT AgeLab’s third joint research
project focused on vehicle technology and is a follow up to Top
Technologies for Mature Drivers: Consumer Insights in 2013 and
Technologies for Mature Drivers: Expert Ranking in 2012. All
three studies examined vehicle technology and driving safety for mature
The Hartford and the MIT AgeLab conducted a multi-method research
project with 302 drivers ages 50-69 to assess their likelihood to adopt
current vehicle technologies. In the study, participants viewed a video
about seven vehicle technologies (blind-spot warning systems, reverse
back-up cameras, smart headlights, collision avoidance systems, lane
departure warnings, parking assistance and adaptive cruise control), as
well as a video about a self-driving car, and responded to the videos
via a perception analyzer tool. Participants also completed a conjoint
analysis, a small group discussion and pre/post-test questionnaires.
About The Hartford
With more than 200 years of expertise, The Hartford (NYSE: HIG) is a
leader in property and casualty insurance, group benefits and mutual
funds. The company is widely recognized for its service excellence,
sustainability practices, trust and integrity. More information on the
company and its financial performance is available at www.thehartford.com.
Join us on Facebook at www.facebook.com/TheHartford.
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About The Hartford Center for Mature Market Excellence
The Hartford Center for Mature Market Excellence creates innovative
business solutions for the mature market. Staffed by gerontologists, the
center is uniquely positioned to apply knowledge of aging to develop
one-of-a-kind products and services for The Hartford’s customers, and
specialized training for The Hartford’s employees. The center conducts
original research in partnership with academic institutions and produces
public education programs on safety, mobility and independence. The
Hartford has had this in-house expertise since 1984, guiding The
Hartford to unparalleled success in understanding and serving the mature
About the MIT AgeLab
The MIT AgeLab is a multidisciplinary research program that works with
business, government, and NGOs to improve the quality of life of older
people and those who care for them. The AgeLab applies consumer-centered
systems thinking to understand the challenges and opportunities of
longevity and emerging generational lifestyles to catalyze innovation.
For more information go to agelab.mit.edu,
or follow the AgeLab Director on Twitter @JosephCoughlin.
1 Adoption was defined in terms of drivers wanting the
technologies in the vehicle, thinking they are worth having, being
willing to purchase them and being likely to use them.
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