According to research by Ipsos MORI for the RAC Foundation, the majority of drivers are interested in connected driving technologies, but both they and the wider public recognise how connections to the outside world have the potential to cause distractions and impact on safe driving.

1. 1
Ben Page
Chief Executive
Ipsos MORI
@benatipsosmori
CONNECTED
DRIVERS
Public
opinion
& what it
means
30 November 2015

2. 2
Version 1 | Public© Ipsos MORI
In period of accelerative change, two givens…
1st: 59%
say they
need a
car

3. 3
Version 1 | Public© Ipsos MORI
Q1. To what extent do you agree or disagree with the following statements?
And 2: we are pro-technology….
32%
26%
8%
46%
36%
15%
14%
19%
31%
4
11%
23%
3
7%
21%
1
1
1
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
Base: 2,175 British adults aged 16-75 (5-8 October 2015) Source: Ipsos MORI
% agree % disagree
I try to keep up with
technology
62% 18%
Technology
generally makes life
better
77% 8%
I am usually the first
among my friends
to try out new forms
of technology
23% 45%

4. Global Trends Survey | July 2014
PERSONALISATION
VS PRIVACY

5. 5
Version 1 | Public© Ipsos MORI
But there are concerns everywhere…
76%
74%
73%
73%
70%
70%
70%
69%
69%
68%
68%
67%
66%
65%
63%
63%
62%
62%
58%
57%
48%
5%
4%
6%
8%
13%
8%
7%
5%
9%
10%
8%
14%
11%
10%
8%
7%
10%
11%
6%
19%
23%
21%
19%
17%
23%
23%
23%
27%
24%
23%
23%
25%
20%
25%
27%
30%
31%
32%
31%
46%
S Africa
Turkey
France
India
Argentina
Spain
China
GB
S Korea
Australia
Canada
US
Total
Brazil
Japan
Belgium
Germany
Italy
Poland
Russia
Sweden
Agree
Disagree
Total
Great
Britain
To what extent do
you agree or
disagree…?
I am concerned
about how
information being
collected about
me when I go
online is being
used by
companies
1
2
3
4
5
6
8
7
9
10
11
12
T
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 Question 36l

6. 6
Version 1 | Public© Ipsos MORI
Don’t do this…
If you found out a company you are a customer with was doing any of
the following, which if any, would make you seriously consider not using
this company again?
70%
56%
53%
51%
49%
40%
Failing to keep safe or losing my personal data
Selling anonymous data about customers to other
companies
Exploiting overseas workers
Charging higher prices than competitors
Damaging the environment
Paying senior executives a large bonus/salary
Failing to keep safe or losing my
personal data
Selling anonymous data about
customers to other companies
Charging higher prices than
competitors
Damaging the environment
Paying senior executives a large
bonus/salary
Exploiting overseas workers
Base: 1,036 British adults 15+, 30 March – 5 April 2012

7. 7
Version 1 | Public© Ipsos MORI
Q10. Which of the following features, if any, do you have in this vehicle?
What do drivers currently have in their cars?
Base: 1,490 British adults aged 16-75 who are drivers and have at least one vehicle in their
household (5-8 October 2015)
38%
33%
33%
28%
25%
22%
19%
18%
8%
8%
7%
6%
5%
4%
4%
3%
2%
‘Smart’ journey information
Information about the condition of the vehicle
Telematics insurance
Satellite navigation system
Live traffic alerts/congestion warnings
Speed camera warnings
Ability to locate available car park spaces using software
Ability to search for local points of interest using software
Music streaming services
Internet browsing
Online gaming
Specialist apps for news, sports
Live weather information
Bluetooth connectivity
Ability to take calls
Ability to send text messages
Ability to send emails
Source: Ipsos MORI

8. 8
Version 1 | Public© Ipsos MORI
83%
77%
77%
76%
74%
74%
69%
69%
60%
60%
59%
56%
51%
50%
49%
46%
44%
Q12. How often, if at all, do you personally, as a driver, use each of these features?
‘Smart’ journey/vehicle condition info & taking
calls are the features used most regularly
‘Smart’ journey information (484)
Information about the condition of the vehicle (367)
Telematics insurance (49)
Satellite navigation system (559)
Live traffic alerts/congestion warnings (323)
Speed camera warnings (288)
Ability to locate available car park spaces using software (53)
Ability to search for local points of interest using software (270)
Music streaming services (118)
Internet browsing (85)
Online gaming (31)
Specialist apps for news, sports (52)
Live weather information (103)
Bluetooth connectivity (483)
Ability to take calls (419)
Ability to send text messages (113)
Ability to send emails (75)
% at least once a month
Base: (see above) British adults aged 16-75 who have this feature in their vehicle (5-8 October
2015) Source: Ipsos MORI

9. 9
Version 1 | Public© Ipsos MORI
Q13. To what extent do you agree or disagree with the following statements?
‘Technologies that connect me as a driver to the car and the journey have improved my overall driving
experience’
Most say technology is improving their driving
experience
17%
32%
33%
11%
5% 3
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
Source: Ipsos MORI
Agree 49%
Disagree 16%
Base: 911 British adults aged 16-75 who have a vehicle with at least one form of
connected driving technology and who have used it (5-8 October 2015)
Only 16% disagree

10. 10

11. 11
Version 1 | Public© Ipsos MORI
Q7. Technologies are increasingly connecting the driver to their vehicle (e.g. fuel usage), the journey
(e.g. traffic alerts) and the outside world (e.g. text messages, phone calls). To what extent, if at all,
are you interested in these ‘connected driving technologies’?
Three in five are interested…
19%
42%
26%
10%
2
Very interested Fairly interested Not very interested
Not at all interested Don't know
Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in
the next one to two years (5-8 October 2015) Source: Ipsos MORI
Interested 61%
Not interested 36%

12. 12
Version 1 | Public© Ipsos MORI
Q8. Here is a list of potential features that could be built into a vehicle, or that a vehicle could be ready to receive.
How important, if at all, would each of these features be to you if you were looking to buy a new or used vehicle?
Which features are attractive?
Source: Ipsos MORI
85%
81%
79%
71%
71%
60%
57%
57%
53%
46%
41%
39%
34%
26%
23%
22%
9%
‘Smart’ journey information
Information about the condition of the vehicle
Telematics insurance
Satellite navigation system
Live traffic alerts/congestion warnings
Speed camera warnings
Ability to locate available car park spaces using software
Ability to search for local points of interest using software
Music streaming services
Internet browsing
Online gaming
Specialist apps for news, sports
Live weather information
Bluetooth connectivity
Ability to take calls
Ability to send text messages
Ability to send emails
Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in
the next one to two years (5-8 October 2015)
% important

13. 13
Version 1 | Public© Ipsos MORI
Connecting with
the world –
‘Information &
Entertainment’
Connecting to
the car –
‘Vehicle Insight’
Connecting to
the journey –
‘Navigation’
Three types of driving technology…

14. 14
Version 1 | Public© Ipsos MORI

15. 15
Version 1 | Public© Ipsos MORI
Q8. Here is a list of potential features that could be built into a vehicle, or that a vehicle could be ready to receive.
How important, if at all, would each of these features be to you if you were looking to buy a new or used vehicle?
More importance placed on technologies that connect
drivers to the car/journey, than to the outside world
Source: Ipsos MORI
85%
81%
79%
71%
71%
60%
57%
57%
53%
46%
41%
39%
34%
26%
23%
22%
9%
‘Smart’ journey information
Information about the condition of the vehicle
Telematics insurance
Satellite navigation system
Live traffic alerts/congestion warnings
Speed camera warnings
Ability to locate available car park spaces using software
Ability to search for local points of interest using software
Music streaming services
Internet browsing
Online gaming
Specialist apps for news, sports
Live weather information
Bluetooth connectivity
Ability to take calls
Ability to send text messages
Ability to send emails
Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in
the next one to two years (5-8 October 2015)
% important
Connecting to the car
Connecting to the
journey
Connecting with the
world

16. 16
Version 1 | Public© Ipsos MORI
Q9. If you were looking to buy a new or used vehicle, which, if any, of these factors would be the
most important in helping you make your decision?
Technology isn’t a key driver of car purchase
74%
70%
66%
50%
33%
31%
28%
28%
20%
16%
9%
8%
6%
1%
3%
Price
Running costs
Reliability
Vehicle type
Safety rating/safety features
Style/Appearance
Driving experience/performance
Power/Engine size
Environmental performance
Brand name
Connected driving technologies
Alternative fuel
Personal recommendation
None of these
Don’t know
Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in
the next one to two years (5-8 October 2015) Source: Ipsos MORI
11th out of 13
factors in the list
provided

17. 17
Version 1 | Public© Ipsos MORI
But what about
safety?

18. 18
Version 1 | Public© Ipsos MORI
Q13. To what extent do you agree or disagree with the following statements?
What’s most distracting?
36%
7
5
33%
22%
21%
18%
29%
28%
5
25%
31%
2
8
8
6
8
7
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
Base: 2,175 British adults aged 16-75 (5-8 October 2015) Source: Ipsos MORI
% agree % disagree
Information provided about the car
(e.g. fuel usage) whilst driving could
distract people from driving safely
30% 34%
Information provided about the
journey (e.g. traffic alerts) whilst
driving could distract people from
driving safely
26% 39%
Information provided from outside
the car (e.g. text messages, phone
calls) whilst driving could distract
people from driving safely
69% 7%

19. 19
Version 1 | Public© Ipsos MORI
Source: Ipsos MORI
Q13. To what extent do you agree or disagree with the following statements?
Looking ahead, three in five would use a ‘vehicle safe mode’.
Three in ten would pay extra for certain connected services.
28%
8%
32%
21%
23%
33%
7
19%
5
14%
5
5
Strongly agree Tend to agree Neither / nor Tend to disagree Strongly disagree Don't know
% agree % disagree
As a driver, I would be happy to use
a ‘vehicle safe mode’ on any
device I use in the car (e.g. a mobile
phone) that would stop it from doing
anything that could distract me from
driving safely
60% 13%
If I were looking to buy a new
vehicle, I would be happy to pay
extra for certain connected driver
services (e.g. parking availability, live
traffic alerts
29% 33%
Base: 1,651 British adults aged 16-75 who currently drive or are considering buying a vehicle in
the next one to two years (5-8 October 2015)

20. 20
Version 1 | Public© Ipsos MORI
Conclusions:
 There is an appetite - three in five say they are
interested in connected driving technologies.
 Connections to the car and journey are seen as
more important than those to the outside world.
 This is not just about the future – half of those with
these features say they have improved their driving
experience already.
 The potential to distract is acknowledged and a
majority say they would be open to using a ‘vehicle
safe mode’ on their devices
 Need to watch for what is cool and what is creepy
 We always over-estimate change in next few years,
under-estimate next decade….

21. 21
Version 1 | Public© Ipsos MORI
Ben Page
Chief Executive
Ipsos MORI
@benatipsosmori
Thank you
30 November 2015