Audi publishes user typology and emotional landscape of autonomous driving

In the context of the initiative “&Audi”, Audi in cooperation with the market research institute Ipsos interviewed 21,000 people in nine countries regarding their attitude towards autonomous driving. The human readiness index (HRI) provides insights into the way that attitudes to autonomous driving relate to sociodemographics. The results show that the younger the respondents are and the higher their level of education and income, the more positive is their attitude to autonomous driving. Differences are also apparent between the countries that were investigated. The Chinese (HRI +5.1) are euphoric, and South Koreans (HRI +1.2) too are above-average in their positive view of the technology. In Europe the Spanish and Italians lead the field (both HRI +0.7). Germans and French are relatively reserved (both HRI -0.7), as are the Americans, Japanese and British (all HRI -0.9). The HRI combines knowledge of, interest in, emotions about and readiness to use self-driving cars to produce a numerical indicator between -10 and +10.