IAG is investigating the reasons customer aversion to ADAS safety systems and their unrealised potential to stop accidents when almost two thirds of drivers are actively turning them off.
IAG will partner with the Queensland University of Technology (QUT) and the iMOVE Co-operative Research Centre, tp investigate why ADAS is reducing road accidents in Australia as much as it could despite their proven safety and benefits globally.
It says only one in three drivers have ADAS enabled by default, with another one in three stating they actually consider them distracting and the study will seek to undertsnd this level of mistrust of safety systems.
IAG’s research project will observe and analyse driver behaviour while interacting with ADAS features, such as autonomous emergency braking and lane-keeping assistance
IAG Research Centre Head Shawn Ticehurst says its overall aim is to be part of the move toward the Government’s National Road Safety Strategy to significantly reduce road fatalities and serious injuries by 2030.
“We are seeking to understand why 60% of Australian drivers surveyed admit to actively turning off the ADAS safety features in their cars, and what might encourage a behavioural shift in this behaviour to help in reducing preventable accident rates,” says Ticehurst.
“IAG’s research project will gather unique insights through observing Australian drivers while they’re operating ADAS safety features and identify behavioural barriers or knowledge gaps which could be addressed through greater driver education.”
IAG’s recent survey of more than 2,000 drivers found that 69% of recent learner drivers were neither tested or educated about ADAS features at any stage of their driving lessons or tests.
IAG found that the vast majority of drivers, 80%, are learning to use ADAS through trial and error, from behind the wheel, while 70% say they would benefit from more information or instruction to help them get the most safety benefit from their vehicles.\
Key consumer survey findings:
IAG surveyed 2000 Australians who are driving ADAS enabled vehicles and discovered the following insights as to their existing attitudes and behaviours:
- 60% of drivers admit to actively turning off ADAS in their cars.
- Only 1 in 3 (36%) of drivers on roads have ADAS as the default setting in their vehicles.
- 1 in 3 (38%) drivers find the ADAS features in their vehicle distracting.
- 69% of Australians who did a driving test or lesson recently were not tested or educated on the car’s ADAS features.
- 4 in 5 (80%) Australian drivers have adapted to using ADAS in their vehicle through a process of trial-and-error learning only.
- 70% of Australians say they would benefit from more information or instruction on interacting with ADAS systems to ensure better safety outcomes.
- Almost half (49%) of drivers on roads have not taken any proactive steps to educate themselves about how to use ADAS effectively, aside from trial-and-error learning.
- 1 in 5 (21%) drivers learnt about their vehicles ADAS features after purchase, and 16% are still learning.
- More than one third (34%) of drivers think ADAS features can sometimes make driving more difficult or dangerous.
- 2 in 5 (43%) Australians have experienced a situation in which they felt an ADAS feature negatively impacted their driving.
- More than 1 in 3 (37%) Australians feel that ADAS has not helped prevent a collision or accident while driving.