- 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
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.
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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.”
Safety First
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%).
To help mature drivers learn more about vehicle technologies,
The Hartford developed a free guidebook and an interactive video
quiz. These resources and more are available at
thehartford.com/cartech.
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 the Top Technologies for Mature Drivers: Expert Ranking in
2012. All three studies examined vehicle technology and driving
safety for mature drivers.
Research Methodology
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. Follow us on Twitter at
www.twitter.com/TheHartford.
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 market.
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.
HIG-N
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.
Some of the statements in this release may be considered
forward-looking statements as defined in the Private Securities
Litigation Reform Act of 1995. We caution investors that these
forward-looking statements are not guarantees of future
performance, and actual results may differ materially. Investors
should consider the important risks and uncertainties that may
cause actual results to differ. These important risks and
uncertainties include those discussed in our 2014 Annual Report on
Form 10-K, subsequent Quarterly Reports on Forms 10-Q, and the
other filings we make with the Securities and Exchange Commission.
We assume no obligation to update this release, which speaks as of
the date issued.
From time to time, The Hartford may use its website to
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version on businesswire.com: http://www.businesswire.com/news/home/20151109005534/en/
Media:The HartfordJulia Zweig,
860-547-5355Julia.Zweig@TheHartford.comorMM2 Public
RelationsAnnette Rogers, 214-379-3705Annette.Rogers@mm2pr.com
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