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Vehicle safety systems and the future of driving: data tables

Data tables to support Brake and AXA UK's vehicle safety report

Click on the links below to find additional data to support the following questions:

Details of survey methodology are given below the tables.

Discrepancies in or between totals are due to rounding.

How important is safety to drivers?

Question 1. Which of the following do you consider most important when choosing a new vehicle, aside from its cost (pick your top three)?

Build quality and reliability	74.6%
Fuel economy	71.8%
Safety features	46.3%
Power and performance	33.9%
Brand	29.0%
Versatility and utility	27.2%
Environmental impact	10.7%
Entertainment/infotainment systems	6.5%

(i) Breakdown by age

Question 1. Which of the following do you consider most important when choosing a new vehicle, aside from its cost (pick your top three)?

	17-24	25-24	35-44	45-54	55-64	65-74	75 or older
Build quality and reliability	69.1%	67.5%	61.8%	76.1%	82.1%	82.9%	85.0%
Versatility and utility	36.0%	35.4%	37.7%	20.7%	22.6%	21.7%	17.5%
Power and performance	51.9%	44.7%	52.0%	30.7%	22.9%	20.7%	15.7%
Fuel economy	45.6%	57.4%	65.9%	78.2%	83.1%	79.0%	80.0%
Safety features	30.6%	41.8%	48.2%	42.3%	45.7%	54.3%	58.6%
Brand	38.2%	32.2%	22.4%	32.9%	26.8%	27.3%	28.3%
Entertainment/infotainment features	15.7%	11.6%	7.0%	6.9%	3.3%	2.9%	1.2%
Environmental impact	12.8%	9.4%	5.0%	12.2%	13.5%	11.3%	13.7%

(ii) Breakdown by household income

Question 1. Which of the following do you consider most important when choosing a new vehicle, aside from its cost (pick your top three)?

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
Build quality and reliability	72.4%	75.2%	77.4%	72.4%	64.5%	74.4%	84.0%
Versatility and utility	29.3%	27.1%	23.1%	28.5%	38.5%	30.5%	21.9%
Power and performance	36.9%	29.6%	27.7%	37.9%	49.3%	45.9%	33.3%
Fuel economy	69.0%	80.3%	75.1%	63.6%	64.3%	58.2%	72.8%
Safety features	46.2%	44.7%	48.3%	48.3%	44.1%	40.3%	43.2%
Brand	27.8%	24.2%	31.2%	30.9%	28.6%	30.9%	27.8%
Entertainment/infotainment features	9.9%	4.9%	6.4%	8.4%	5.7%	6.3%	6.8%
Environmental impact	8.5%	13.9%	10.8%	10.0%	5.1%	13.5%	10.1%

Question 2. When choosing a new vehicle, how important is the safety rating to you?
[1 = not important at all, 5 = very important]

1	2.0%
2	3.9%
3	12.2%
4	28.4%
5	53.5%

(i) Breakdown by gender

Question 2. When choosing a new vehicle, how important is the safety rating to you?
[1 = not important at all, 5 = very important]

	Male	Female	Non binary	Prefer not to say
1	2.1%	1.4%	0.0%	46.6%
2	4.8%	3.0%	0.0%	0.0%
3	16.1%	8.2%	0.0%	0.0%
4	31.9%	24.2%	47.6%	53.4%
5	45.0%	63.1%	52.4%	0.0%

(ii) Breakdown by region

Question 2. When choosing a new vehicle, how important is the safety rating to you?
[1 = not important at all, 5 = very important]

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
1	2.2%	2.9%	2.7%	3.1%	2.0%	0.0%	0.7%	0.7%	2.4%	3.9%	2.6%	1.1%
2	2.5%	4.8%	9.4%	5.7%	2.5%	0.0%	3.0%	4.2%	2.7%	0.9%	2.1%	2.7%
3	12.1%	12.6%	22.0%	14.0%	7.7%	3.6%	11.7%	5.8%	9.2%	14.4%	12.8%	15.9%
4	31.7%	29.7%	19.7%	31.7%	26.6%	25.6%	30.8%	32.5%	31.0%	27.1%	28.1%	29.4%
5	51.4%	50.0%	46.2%	45.5%	61.2%	70.8%	53.8%	56.9%	54.8%	53.7%	54.3%	51.0%

Safety features

Question 3a. Do you know what safety features you have in your car?

I don’t know what safety features my car has	6.6%
Not sure	14.2%
Yes I know some of them	43.5%
Yes definitely	35.7%

Question 3b. Does your car have any of these safety features?

Reversing detection with camera or sensors (rear camera or sensor)	58.9%
Intelligent speed assistance (driver alert or reduction in speed)	28.6%
Lane-keeping assistance (alert or steering adjust)	28.6%
Emergency stop signal (alert driver behind if brake sharply)	24.6%
Advanced emergency braking (automatically brake in likely collision)	24.1%
Attention warning in case of driver drowsiness (monitor and alert)	21.4%
Event data recorders ('blackbox' to record driving information)	7.3%
None of the above	22.6%

(i) Breakdown by age

Question 3a. Do you know what safety features you have in your car?

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Yes definitely	42.5%	50.4%	34.5%	34.8%	33.4%	25.8%	33.3%
Yes I know some of them	40.7%	37.6%	53.2%	44.1%	40.6%	45.8%	34.2%
I don’t know what safety features my car has	4.4%	2.5%	2.5%	8.2%	8.9%	9.0%	12.8%
Not sure	12.4%	9.6%	9.8%	13.0%	17.1%	19.4%	19.8%

Question 3b. Does your car have any of these safety features?

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Reversing detection with camera or sensors (rear camera or sensor)	34.5%	59.5%	66.1%	56.1%	58.2%	62.1%	63.6%
Intelligent speed assistance (driver alert or reduction in speed)	46.1%	42.5%	39.7%	23.4%	19.2%	16.2%	16.1%
Lane-keeping assistance (alert or steering adjust)	16.9%	31.4%	27.9%	31.5%	27.8%	28.7%	28.8%
Emergency stop signal (alert driver behind if brake sharply)	40.9%	37.8%	34.2%	23.4%	10.9%	14.5%	12.4%
Advanced emergency braking (automatically brake in likely collision)	22.4%	30.8%	21.1%	28.9%	21.9%	20.4%	19.4%
Attention warning in case of driver drowsiness (monitor and alert)	38.2%	28.1%	35.9%	16.6%	11.2%	11.9%	10.8%
Event data recorders ('blackbox' to record driving information)	13.8%	12.3%	7.6%	6.9%	3.9%	5.0%	3.6%
None of the above	14.5%	8.7%	15.7%	26.4%	32.2%	28.8%	32.8%

(ii) Breakdown by region

Q3a. Do you know what safety features you have in your car?

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Yes definitely	37.4%	38.0%	45.1%	34.5%	30.8%	31.9%	29.4%	32.6%	35.7%	34.3%	37.6%	34.5%
Yes I know some of them	48.2%	36.2%	44.8%	45.2%	44.4%	52.6%	50.2%	43.3%	40.6%	41.6%	41.4%	40.8%
I don’t know what safety features my car has	5.4%	11.5%	3.9%	5.3%	6.6%	3.8%	6.6%	7.1%	6.3%	10.2%	6.2%	6.2%
Not sure	8.9%	14.3%	6.1%	14.9%	18.2%	11.8%	13.9%	17.0%	17.3%	13.9%	14.7%	18.4%

Question 3b. Does your car have any of these safety features?

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Reversing detection with camera or sensors (rear camera or sensor)	45.9%	56.3%	68.4%	51.5%	53.6%	66.2%	63.8%	58.1%	60.1%	55.0%	63.3%	57.6%
Intelligent speed assistance (driver alert or reduction in speed)	31.9%	25.3%	48.9%	29.8%	26.8%	39.3%	24.6%	26.9%	17.1%	24.8%	18.9%	24.0%
Lane-keeping assistance (alert or steering adjust)	30.9%	23.7%	28.6%	28.2%	26.5%	39.1%	37.1%	29.1%	28.0%	21.8%	29.6%	25.1%
Emergency stop signal (alert driver behind if brake sharply)	26.2%	21.9%	43.7%	24.1%	20.3%	17.4%	21.8%	22.5%	15.5%	22.6%	21.3%	22.9%
Advanced emergency braking (automatically brake in likely collision)	25.3%	24.2%	24.0%	20.7%	19.4%	42.9%	30.0%	25.9%	20.8%	16.4%	26.2%	21.5%
Attention warning in case of driver drowsiness (monitor and alert)	20.6%	8.3%	46.5%	17.9%	21.3%	17.6%	20.2%	16.1%	15.9%	18.7%	21.4%	14.3%
Event data recorders ('blackbox' to record driving information)	5.7%	3.8%	12.9%	4.7%	6.5%	10.8%	7.4%	9.2%	5.8%	5.7%	6.8%	4.4%
None of the above	23.4%	27.8%	5.9%	27.9%	23.0%	22.4%	16.3%	27.7%	28.8%	23.4%	26.0%	28.2%

(iii) Breakdown by household income

Question 3a. Do you know what safety features you have in your car?

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
Yes definitely	32.6%	28.4%	31.1%	43.4%	43.8%	58.8%	34.5%
Yes I know some of them	35.9%	37.4%	48.9%	45.2%	46.6%	33.1%	36.0%
I don’t know what safety features my car has	7.9%	13.3%	5.9%	3.2%	2.8%	2.2%	7.2%
Not sure	23.5%	20.9%	14.1%	8.2%	6.7%	5.9%	22.3%

Question 3b. Does your car have any of these safety features?

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
Reversing detection with camera or sensors (rear camera or sensor)	43.2%	47.7%	58.6%	66.5%	67.5%	75.8%	54.0%
Intelligent speed assistance (driver alert or reduction in speed)	37.0%	20.3%	22.2%	37.1%	43.8%	43.3%	19.2%
Lane-keeping assistance (alert or steering adjust)	17.3%	20.3%	27.1%	35.9%	37.9%	34.6%	27.2%
Emergency stop signal (alert driver behind if brake sharply)	22.6%	17.4%	18.3%	30.5%	43.0%	45.4%	15.8%
Advanced emergency braking (automatically brake in likely collision)	13.2%	14.1%	24.1%	29.8%	27.7%	40.3%	28.1%
Attention warning in case of driver drowsiness (monitor and alert)	22.6%	13.5%	14.1%	27.5%	45.5%	38.5%	9.1%
Event data recorders ('blackbox' to record driving information)	6.5%	4.3%	6.8%	9.3%	9.2%	19.0%	1.0%
None of the above	25.2%	35.6%	25.7%	13.3%	7.7%	4.7%	31.8%

(iv) Breakdown by vehicle age

Question 3a. Do you know what safety features you have in your car?

	Less than 2 years old	2-3 years old	4-5 years old	6-7 years	8-10 years old	More than 10 years old
Yes definitely	52.2%	44.0%	30.8%	35.4%	29.3%	25.6%
Yes I know some of them	39.6%	48.1%	53.2%	44.0%	38.8%	32.7%
I don’t know what safety features my car has	0.9%	1.5%	4.7%	7.4%	9.6%	16.1%
Not sure	7.3%	6.3%	11.3%	13.2%	22.3%	25.6%

Question 3b. Does your car have any of these safety features?

	Less than 2 years old	2-3 years old	4-5 years old	6-7 years	8-10 years old	More than 10 years old
Reversing detection with camera or sensors (rear camera or sensor)	74.3%	71.7%	65.6%	60.5%	44.4%	30.2%
Intelligent speed assistance (driver alert or reduction in speed)	56.6%	40.1%	32.0%	18.0%	10.1%	7.9%
Lane-keeping assistance (alert or steering adjust)	56.8%	42.7%	28.2%	24.7%	10.1%	4.8%
Emergency stop signal (alert driver behind if brake sharply)	37.0%	37.3%	27.6%	22.2%	11.6%	6.4%
Advanced emergency braking (automatically brake in likely collision)	45.3%	34.9%	22.2%	21.7%	10.8%	7.6%
Attention warning in case of driver drowsiness (monitor and alert)	34.3%	29.7%	29.4%	18.8%	5.7%	3.2%
Event data recorders ('blackbox' to record driving information)	10.5%	14.3%	4.7%	7.3%	3.0%	3.5%
None of the above	2.8%	5.1%	14.0%	21.9%	42.4%	58.1%

Question 4a. Which of the safety features you have in your car have you switched off?

Intelligent speed assistance (driver alert or reduction in speed)	13.7%
Reversing detection with camera or sensors (rear camera or sensor)	13.0%
Attention warning in case of driver drowsiness (monitor and alert)	9.5%
Lane-keeping assistance (alert or steering adjust)	9.6%
Emergency stop signal (alert driver behind if brake sharply)	7.7%
Advanced emergency braking (automatically brake in likely collision)	5.0%
Event data recorders ('blackbox' to record driving information)	2.4%
I don't know	4.6%
None	58.8%

(i) Breakdown by age

Question 4a. Which of the safety features you have in your car have you switched off?

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Intelligent speed assistance (driver alert or reduction in speed)	22.5%	26.5%	23.4%	9.9%	3.1%	1.2%	0.0%
Reversing detection with camera or sensors (rear camera or sensor)	8.1%	16.1%	33.2%	7.5%	4.9%	4.8%	0.0%
Attention warning in case of driver drowsiness (monitor and alert)	15.3%	12.5%	24.1%	4.4%	1.4%	1.3%	0.0%
Lane-keeping assistance (alert or steering adjust)	6.8%	13.1%	11.4%	10.4%	7.0%	7.7%	5.4%
Emergency stop signal (alert driver behind if brake sharply)	13.9%	11.4%	14.0%	6.6%	1.8%	1.5%	0.0%
Advanced emergency braking (automatically brake in likely collision)	5.4%	11.9%	5.0%	3.6%	1.8%	2.7%	0.0%
Event data recorders ('blackbox' to record driving information)	3.1%	4.5%	2.9%	2.6%	0.9%	0.8%	0.0%
I don't know	5.0%	8.1%	3.9%	3.8%	4.9%	3.0%	2.0%
None	34.3%	38.0%	34.3%	67.1%	80.2%	85.0%	92.6%

(ii) Breakdown by gender

Question 4a. Which of the safety features you have in your car have you switched off?

	Male	Female	Non binary	Prefer not to say
Intelligent speed assistance (driver alert or reduction in speed)	17.4%	9.6%	0.0%	0.0%
Reversing detection with camera or sensors (rear camera or sensor)	16.2%	9.5%	0.0%	0.0%
Attention warning in case of driver drowsiness (monitor and alert)	13.1%	5.4%	0.0%	0.0%
Lane-keeping assistance (alert or steering adjust)	11.2%	7.2%	0.0%	46.6%
Emergency stop signal (alert driver behind if brake sharply)	9.9%	5.2%	0.0%	0.0%
Advanced emergency braking (automatically brake in likely collision)	4.6%	4.9%	0.0%	46.6%
Event data recorders ('blackbox' to record driving information)	2.1%	2.8%	0.0%	0.0%
I don't know	3.7%	5.9%	0.0%	0.0%
None	53.3%	65.2%	100.0%	53.4%

Question 4b. Why did you switch off each safety feature?

	Reason switched off
Features switched off	I found it annoying	I don’t think it will make me safer	I don't understand what it does	I don't know why	Other
Intelligent speed assistance (speed limit alert)	61.0%	42.0%	30.2%	10.8%	1.3%
Reversing detection with camera or sensors (rear camera or sensor)	49.0%	50.3%	31.1%	13.5%	2.9%
Attention warning in case of driver drowsiness (monitor and alert)	51.7%	60.6%	33.7%	5.7%	0.7%
Emergency stop signal (alert driver behind if brake sharply)	44.4%	41.0%	29.1%	11.4%	1.6%
Lane-keeping assistance (alert or steering adjust)	60.8%	37.7%	7.2%	4.9%	3.9%
Advanced emergency braking (automatically brake in likely collision)	44.4%	29.7%	28.7%	9.9%	10.4%
Event data recorders ('blackbox' to record driving information)	44.7%	29.3%	27.3%	8.5%	3.4%

Question 5. Do you understand what all these safety features do?

No, none of them	4.7%
Yes, a few of them	14.3%
Yes, most of them	39.9%
Yes, all of them	41.1%

Question 6. Which of the following would encourage you to think twice about switching off safety features?

Lower insurance premiums	49.4%
Less severe penalties if I am involved in a crash	36.7%
Knowing that I’m safer on the road	64.9%
Protecting my passengers if there’s a crash	48.7%
None of the above	12.5%

(i) Age breakdown

Question 6. Which of the following would encourage you to think twice about switching off safety features?

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Lower insurance premiums	37.3%	46.9%	43.6%	49.1%	59.7%	51.3%	53.5%
Less severe penalties if I am involved in a crash	37.6%	39.9%	48.8%	28.1%	36.8%	33.4%	31.6%
Knowing that I’m safer on the road	64.0%	58.3%	64.5%	66.7%	68.9%	64.4%	68.3%
Protecting my passengers if there’s a crash	41.8%	36.2%	38.5%	52.1%	55.5%	56.7%	61.4%
None of the above	1.3%	7.0%	7.1%	13.0%	16.1%	19.7%	20.4%

(ii) Regional breakdown

Question 6. Which of the following would encourage you to think twice about switching off safety features?

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Lower insurance premiums	59.1%	56.0%	42.2%	36.2%	43.6%	63.4%	45.8%	51.1%	53.1%	53.3%	48.6%	50.5%
Less severe penalties if I am involved in a crash	35.6%	38.3%	54.7%	38.9%	34.8%	36.3%	28.1%	32.8%	32.9%	30.8%	32.9%	35.0%
Knowing that I’m safer on the road	67.6%	62.2%	64.6%	53.2%	61.2%	61.9%	71.5%	70.2%	68.1%	65.2%	63.1%	61.2%
Protecting my passengers if there’s a crash	51.3%	51.4%	33.5%	50.5%	48.0%	57.0%	51.2%	48.3%	52.9%	52.5%	52.9%	52.0%
None of the above	8.5%	15.4%	5.5%	18.0%	17.1%	20.5%	10.1%	13.9%	11.2%	15.9%	14.3%	10.1%

What safety features do drivers want in a new car?

Question 7. Which of the following safety features would you want to have on your next car?

Intelligent speed assistance (speed limit alert)	51.6%
Reversing detection with camera or sensors (rear camera or sensor)	75.8%
Attention warning in case of driver drowsiness (monitor and alert)	55.3%
Emergency stop signal (alert driver behind if brake sharply)	53.1%
Lane-keeping assistance (alert or steering adjust)	46.0%
Advanced emergency braking (automatically brake in likely collision)	54.7%
Event data recorders ('blackbox' to record driving information)	28.7%
None of the above	4.3%

(i) Age breakdown

Question 7. Which of the following safety features would you want to have on your next car?

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Intelligent speed assistance (speed limit alert)	41.1%	44.3%	47.6%	55.5%	51.5%	58.0%	60.9%
Reversing detection with camera or sensors (rear camera or sensor)	66.8%	60.5%	69.0%	79.6%	82.7%	84.0%	87.4%
Attention warning in case of driver drowsiness (monitor and alert)	41.6%	52.6%	60.0%	53.2%	56.3%	59.0%	55.7%
Emergency stop signal (alert driver behind if brake sharply)	36.1%	46.0%	45.8%	54.5%	57.4%	61.3%	67.8%
Lane-keeping assistance (alert or steering adjust)	36.6%	35.2%	37.6%	49.7%	47.6%	58.3%	53.8%
Advanced emergency braking (automatically brake in likely collision)	26.2%	40.8%	37.7%	57.6%	66.4%	72.9%	72.7%
Event data recorders ('blackbox' to record driving information)	18.6%	18.6%	17.4%	31.3%	29.8%	41.5%	46.4%
None of the above	4.1%	2.6%	3.8%	5.2%	4.9%	5.6%	1.9%

(ii) Regional breakdown

Question 7. Which of the following safety features would you want to have on your next car?

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Intelligent speed assistance (speed limit alert)	57.2%	48.7%	50.9%	54.6%	49.0%	50.2%	49.9%	50.7%	55.3%	46.3%	52.0%	55.7%
Reversing detection with camera or sensors (rear camera or sensor)	70.5%	71.3%	69.2%	70.1%	74.5%	84.4%	81.8%	77.9%	85.8%	83.1%	73.5%	76.6%
Attention warning in case of driver drowsiness (monitor and alert)	54.7%	51.7%	70.2%	46.4%	49.8%	68.3%	53.9%	50.6%	55.0%	43.4%	59.2%	54.4%
Emergency stop signal (alert driver behind if brake sharply)	59.8%	51.6%	40.7%	44.8%	49.1%	74.4%	58.6%	60.0%	58.4%	52.3%	55.2%	47.0%
Lane-keeping assistance (alert or steering adjust)	54.8%	42.8%	35.0%	48.8%	45.9%	67.6%	50.7%	46.1%	43.9%	37.6%	51.5%	47.3%
Advanced emergency braking (automatically brake in likely collision)	56.7%	55.8%	33.4%	53.7%	54.6%	80.6%	54.3%	58.6%	66.9%	57.7%	52.7%	59.9%
Event data recorders ('blackbox' to record driving information)	27.3%	25.5%	19.2%	25.2%	27.4%	31.4%	35.1%	32.0%	33.9%	30.4%	31.3%	31.2%
None of the above	5.7%	6.9%	1.2%	7.7%	5.7%	2.6%	2.9%	4.5%	3.8%	3.5%	5.5%	2.6%

Question 8. Would you be willing to pay more for a car with safety features that…

	Yes	No	I don’t know
Protect people inside the car (e g driver and passengers)	62.7%	21.4%	15.9%
Protect people outside the car (e g pedestrians and cyclists)	54.8%	25.9%	19.3%

(i) Age breakdown

Question 8a. Would you be willing to pay more for a car with safety features that…
Protects people inside the car (e.g. driver and passengers)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Yes	79.0%	75.1%	70.5%	59.2%	50.4%	57.4%	52.9%
No	18.2%	16.4%	20.0%	23.3%	28.0%	22.2%	15.9%
I don’t know	2.7%	8.5%	9.5%	17.5%	21.6%	20.4%	31.2%

Question 8b. Would you be willing to pay more for a car with safety features that…
Protects people outside the car (e.g. pedestrians and cyclists)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Yes	68.8%	71.9%	63.2%	50.5%	43.6%	46.9%	41.1%
No	20.7%	18.0%	23.9%	31.6%	30.8%	29.2%	17.9%
I don’t know	10.5%	10.2%	13.0%	17.9%	25.6%	23.9%	41.0%

(ii) Regional breakdown

Question 8a. Would you be willing to pay more for a car with safety features that…
Protects people inside the car (e.g. driver and passengers)

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Yes	62.5%	61.4%	83.2%	55.3%	61.8%	60.7%	66.1%	56.6%	56.8%	56.3%	62.4%	53.7%
No	20.7%	22.2%	10.5%	27.1%	24.4%	18.4%	17.6%	24.1%	24.5%	26.3%	25.5%	21.7%
I don’t know	16.8%	16.4%	6.3%	17.5%	13.8%	20.9%	16.3%	19.3%	18.7%	17.4%	12.1%	24.7%

Question 8b. Would you be willing to pay more for a car with safety features that…
Protects people outside the car (e.g. pedestrians and cyclists)

	East Midlands	East of England	London	North East	North West	Northern Ireland	Scotland	South East	South West	Wales	West Midlands	Yorkshire & The Humber
Yes	56.6%	52.6%	79.6%	45.8%	55.2%	68.1%	57.2%	47.0%	47.2%	49.3%	47.3%	44.0%
No	25.2%	27.3%	12.2%	35.5%	24.7%	18.6%	21.1%	33.8%	28.0%	32.5%	31.5%	26.7%
I don’t know	18.2%	20.1%	8.1%	18.7%	20.1%	13.3%	21.7%	19.3%	24.9%	18.2%	21.2%	29.3%

(iii) Breakdown by household income

Question 8a. Would you be willing to pay more for a car with safety features that…
Protects people inside the car (e.g. driver and passengers)

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
Yes	46.0%	51.5%	61.8%	68.7%	82.8%	79.2%	51.3%
No	37.9%	28.9%	21.0%	17.1%	9.4%	15.1%	25.2%
I don’t know	16.1%	19.6%	17.2%	14.3%	7.8%	5.6%	23.5%

Question 8b. Would you be willing to pay more for a car with safety features that…
Protects people outside the car (e.g. pedestrians and cyclists)

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
Yes	47.9%	43.3%	51.5%	60.8%	76.7%	75.2%	44.4%
No	29.1%	32.1%	28.5%	22.4%	13.9%	20.3%	23.4%
I don’t know	23.0%	24.7%	20.0%	16.9%	9.4%	4.5%	32.2%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?

	Much less safe	A little less safe	Neither safer nor less safe	A little safer	Much safer
Intelligent speed assistance (speed limit alert)	4.6%	6.9%	28.4%	35.2%	24.9%
Reversing detection with camera or sensors (rear camera or sensor)	3.6%	4.1%	19.3%	37.0%	36.0%
Attention warning in case of driver drowsiness (monitor and alert)	3.6%	3.4%	18.3%	33.6%	41.0%
Emergency stop signal (alert driver behind if brake sharply)	4.1%	4.5%	18.5%	35.5%	37.5%
Lane-keeping assistance (alert or steering adjust)	3.9%	6.7%	22.5%	38.0%	28.8%
Advanced emergency braking (automatically brake in likely collision)	3.9%	5.8%	16.3%	30.8%	43.1%
Event data recorders ('blackbox' to record driving information)	5.0%	4.3%	47.3%	21.6%	21.9%

(i) Age breakdown

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Intelligent speed assistance (speed limit alert)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	6.5%	14.3%	5.3%	2.1%	2.3%	0.8%	2.6%
A little less safe	18.7%	15.6%	8.0%	5.0%	3.5%	1.9%	0.6%
Neither safer nor less safe	17.9%	18.9%	21.6%	32.1%	35.4%	34.5%	33.6%
A little safer	27.7%	31.6%	38.4%	34.5%	37.6%	35.6%	37.1%
Much safer	29.2%	19.6%	26.7%	26.3%	21.2%	27.2%	26.2%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Reversing detection with camera or sensors (rear camera or sensor)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	7.5%	9.3%	3.1%	3.4%	2.4%	0.6%	0.7%
A little less safe	10.3%	11.0%	5.7%	1.4%	1.1%	1.0%	1.3%
Neither safer nor less safe	13.6%	18.1%	16.0%	19.3%	22.8%	21.4%	22.6%
A little safer	23.6%	29.0%	39.1%	41.8%	39.7%	40.1%	33.9%
Much safer	45.0%	32.6%	36.1%	34.2%	34.0%	36.9%	41.5%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Attention warning in case of driver drowsiness (monitor and alert)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	7.8%	8.8%	4.8%	2.3%	1.8%	0.8%	0.7%
A little less safe	7.1%	8.1%	5.0%	2.9%	1.2%	0.2%	0.6%
Neither safer nor less safe	20.8%	19.8%	13.8%	17.3%	19.3%	20.0%	20.4%
A little safer	33.0%	27.8%	30.8%	37.6%	40.2%	34.4%	25.4%
Much safer	31.2%	35.5%	45.6%	39.9%	37.5%	44.5%	53.0%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Emergency stop signal (alert driver behind if brake sharply)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	8.3%	11.8%	3.0%	2.9%	2.2%	1.4%	0.7%
A little less safe	11.0%	10.8%	4.7%	3.6%	2.3%	1.2%	0.6%
Neither safer nor less safe	19.7%	13.8%	17.2%	16.5%	19.5%	22.3%	23.5%
A little safer	27.9%	29.2%	31.7%	44.0%	36.7%	37.4%	33.9%
Much safer	33.0%	34.4%	43.5%	33.0%	39.2%	37.7%	41.3%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Lane-keeping assistance (alert or steering adjust)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	5.6%	8.1%	4.9%	2.9%	2.9%	2.2%	0.7%
A little less safe	15.1%	13.0%	7.0%	5.8%	3.9%	3.4%	2.4%
Neither safer nor less safe	18.8%	23.2%	18.1%	21.5%	27.0%	23.6%	25.2%
A little safer	29.6%	32.9%	37.4%	42.6%	40.5%	38.8%	37.5%
Much safer	30.9%	22.7%	32.6%	27.2%	25.7%	31.9%	34.2%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Advanced emergency braking (automatically brake in likely collision)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	11.3%	6.2%	3.4%	2.9%	3.6%	2.4%	1.3%
A little less safe	11.8%	12.9%	7.4%	3.0%	4.3%	2.0%	1.8%
Neither safer nor less safe	12.9%	22.8%	15.1%	15.2%	16.7%	14.4%	15.1%
A little safer	29.1%	24.6%	34.8%	34.2%	29.6%	32.1%	26.1%
Much safer	35.0%	33.5%	39.4%	44.7%	45.7%	49.1%	55.7%

Question 9. If you had these safety features fitted in your car, how do you think that would make you feel?
Event data recorders ('blackbox' to record driving information)

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
Much less safe	1.1%	10.8%	4.9%	4.6%	5.3%	3.1%	1.3%
A little less safe	14.2%	9.4%	5.1%	1.7%	2.0%	1.3%	1.8%
Neither safer nor less safe	35.5%	37.6%	30.6%	52.1%	58.4%	57.1%	56.8%
A little safer	23.6%	22.5%	23.9%	22.7%	18.4%	19.9%	20.3%
Much safer	25.6%	19.7%	35.6%	18.9%	15.9%	18.7%	19.8%

Safety regulation

Question 10. Who do you think should take most responsibility for ensuring drivers understand the safety features in cars?

	1	2	3	4	5
Drivers	51%	12%	21%	8%	9%
Vehicle manufacturers	27%	35%	23%	10%	5%
Vehicle sellers	14%	35%	26%	14%	11%
Insurers	2%	9%	17%	47%	25%
Government	7%	8%	14%	21%	50%

Question 11. Do think that these safety features should be mandatory for all new vehicles in the UK?

	Yes	No	I don’t know
Reversing detection with camera or sensors (rear camera or sensor)	74.8%	17.9%	7.2%
Advanced emergency braking (automatically brake in likely collision)	71.8%	17.3%	11.0%
Attention warning in case of driver drowsiness (monitor and alert)	71.4%	17.8%	10.8%
Emergency stop signal (alert driver behind if brake sharply)	69.8%	18.1%	12.1%
Intelligent speed assistance (speed limit alert)	67.6%	20.6%	11.8%
Lane-keeping assistance (alert or steering adjust)	63.1%	23.2%	13.7%
Event data recorders ('blackbox' to record driving information)	49.7%	32.2%	18.2%

Vehicle safety technology and the future of driving

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice

	1	2	3	4	5
Improved safety	44.8%	22.7%	14.5%	11.0%	7.1%
Lowered costs	28.7%	22.1%	18.7%	16.3%	14.2%
Improved traffic flow	14.4%	22.2%	25.9%	20.5%	17.1%
Reduced emissions	7.6%	18.5%	21.6%	24.4%	27.8%
Better connected areas	4.6%	14.4%	19.3%	27.8%	33.9%

(i) Age breakdown

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Lowered costs

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
1	31.3%	32.6%	35.2%	28.2%	28.9%	20.7%	22.9%
2	23.3%	22.0%	17.8%	22.4%	26.2%	21.7%	23.2%
3	19.3%	19.6%	20.7%	16.0%	16.1%	22.1%	16.6%
4	11.0%	15.2%	14.1%	18.0%	17.3%	18.3%	16.5%
5	15.1%	10.6%	12.1%	15.5%	11.5%	17.2%	20.9%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Improved safety

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
1	40.0%	39.0%	38.8%	44.4%	45.7%	52.2%	57.1%
2	29.0%	23.0%	24.3%	22.0%	22.5%	20.1%	20.5%
3	6.4%	16.8%	14.2%	16.2%	16.7%	13.0%	12.0%
4	14.2%	10.2%	15.2%	11.7%	9.6%	7.9%	8.0%
5	10.4%	11.0%	7.5%	5.8%	5.5%	6.8%	2.4%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Reduced emissions

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
1	10.9%	11.7%	10.3%	7.2%	5.4%	4.2%	3.9%
2	18.9%	24.0%	27.4%	13.4%	15.0%	14.3%	17.9%
3	27.9%	22.8%	19.0%	21.8%	18.8%	22.4%	23.4%
4	18.7%	24.1%	21.3%	24.4%	26.6%	27.0%	26.7%
5	23.6%	17.4%	21.9%	33.2%	34.1%	32.1%	28.2%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Better connected areas

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
1	2.6%	6.9%	6.1%	3.1%	3.6%	4.9%	2.9%
2	11.8%	13.5%	15.8%	15.8%	10.6%	16.8%	14.7%
3	28.4%	21.4%	18.0%	18.8%	17.4%	18.2%	18.0%
4	31.0%	27.6%	26.9%	28.1%	28.4%	28.5%	24.1%
5	26.2%	30.7%	33.3%	34.1%	40.0%	31.6%	40.3%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Improved traffic flow

	17-24	25-34	35-44	45-54	55-64	65-74	75 or older
1	15.2%	9.9%	9.6%	17.1%	16.4%	18.1%	13.3%
2	17.1%	17.6%	14.7%	26.5%	25.7%	27.1%	23.6%
3	18.0%	19.4%	28.1%	27.3%	31.0%	24.3%	30.0%
4	25.1%	23.0%	22.4%	17.8%	18.1%	18.3%	24.7%
5	24.7%	30.1%	25.2%	11.4%	8.9%	12.2%	8.3%

(ii) Breakdown by household income

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Lowered costs

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
1	42.7%	35.7%	25.5%	27.8%	25.2%	23.3%	26.0%
2	20.9%	23.5%	23.0%	20.3%	21.0%	12.9%	28.9%
3	12.0%	16.5%	19.9%	19.2%	22.2%	17.1%	18.1%
4	10.7%	12.3%	18.1%	15.3%	19.2%	27.0%	12.6%
5	13.7%	12.0%	13.6%	17.5%	12.4%	19.7%	14.4%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Improved safety

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
1	39.7%	41.2%	47.7%	44.1%	43.4%	44.3%	49.5%
2	23.7%	28.3%	20.7%	19.5%	23.4%	18.7%	25.1%
3	8.5%	14.7%	15.6%	12.7%	16.2%	18.2%	10.3%
4	13.9%	8.4%	10.6%	14.9%	11.5%	7.9%	9.7%
5	14.2%	7.4%	5.5%	8.8%	5.5%	10.8%	5.3%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Reduced emissions

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
1	5.8%	6.1%	7.3%	7.4%	13.4%	7.8%	5.2%
2	17.4%	18.5%	15.6%	23.0%	23.5%	19.4%	12.7%
3	23.8%	21.7%	21.9%	20.9%	18.5%	20.5%	27.2%
4	27.1%	25.6%	24.5%	23.2%	22.7%	23.1%	26.2%
5	25.8%	28.0%	30.7%	25.4%	21.9%	29.1%	28.8%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Better connected areas

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
1	3.4%	2.9%	3.9%	4.9%	7.7%	8.6%	5.3%
2	18.4%	10.8%	15.2%	15.9%	14.5%	19.8%	11.3%
3	22.8%	18.7%	17.9%	23.7%	16.6%	22.3%	16.2%
4	28.1%	32.8%	27.4%	26.3%	21.6%	25.0%	31.7%
5	27.3%	34.8%	35.6%	29.2%	39.6%	24.4%	35.5%

Question 12. Which of the following would make you more likely to support a future with fully self-driving vehicles on our roads? Ranking 1 to 5 where 1 is top choice, and 5 is lowest choice
Improved traffic flow

	Below £10,000	£10,000 to £24,999	£25,000 to £49,999	£50,000 to £74,999	£75,000 to £99,999	£100,000 or more	Prefer not to say
1	8.4%	14.0%	15.7%	15.8%	10.3%	15.9%	14.0%
2	19.6%	18.9%	25.6%	21.2%	17.7%	29.2%	22.1%
3	32.8%	28.4%	24.7%	23.5%	26.4%	21.9%	28.2%
4	20.3%	20.9%	19.4%	20.4%	25.1%	17.0%	19.7%
5	19.0%	17.8%	14.6%	19.0%	20.5%	16.0%	16.0%

Survey methodology

The research was carried out by SurveyGoo which conducted an online survey among 2,033 respondents across the UK. The sample of adults was randomly selected from our survey panel and weighted to be representative of the UK population for age, gender and region. The margin of error, which measures sampling variability at the country level, was +/- 2.2% at 95% confidence limit. Discrepancies in or between totals are due to rounding. The research was conducted in September 2023.

Eligibilty

Respondents were required to drive a car for personal use, including commuting to work. Respondents who drive a car for work or do not drive a car were not eligible to take part in the survey.

About SurveyGoo

Survey Panel

SurveyGoo operates an online survey community which consists of a representative sample of the UK population. Panel members are incentivised to take surveys and polls covering a range of topics and subjects for leading UK brands and PR agencies.

The panel is drawn from multiple sources and recruited using a mix of techniques to select unique and responsive members. Targeted recruitment is from authentic sources, including top websites, and web portals. Recruitment is designed to meet the demographic needs of a panel that is representative of the online population of the market.

Recruitment sources include banner advertisements on leading portals and top ranked websites, through referral programs search, content networks, email campaigns and social networking sites.

Focused recruitment activities are planned typically on a quarterly basis, with ongoing low level recruitment activity each month.

Sampling management

SurveyGoo's panel management tool allows them to select ‘census representativity’ on survey send outs and incoming completes. The tool provides correct allocation to achieve proper distribution based on census data. SurveyGoo can create quotas or send out targets to specific target groups.

Survey invites are sent out via email, and all panel members invited have the opportunity to take or decline a survey.

A sample matching the requirements is taken from the panel database. The panelists are sent direct invites at their validated email address with project details. Reminders are sent as per defined conditions. Panelists are provided with details of the reward and interview length. They are given the opportunity to decline the survey and are provided with a link to contact support with any queries relating to the survey.

Panel member incentives

A reward system is operated. The number of points awarded is driven by the length of interview (LOI). On reaching a set redemption level, panelists can redeem their rewards as cash via Pay Pal. Incentive rates have been set to encourage long term participation.

Compliance policies

At the time of panel recruitment, panelists are made aware of the purpose of the panel (i.e. to take part in market research). Each panelist is double-opted in. When invites are sent to panelists, they are notified of the confidential nature of their responses and given the opportunity to ‘opt out’ of the panel. As part of the registration process, panelists are asked to fill out several key profiling questions. Upon confirmation the panelist will receive an automatic email sent directly to the email address they provided in the registration process, allowing them to double opt-in to the panel. The email contains a link within it, as well as a user name and password. The link will direct them back to the panelist site, where the panelist signs in with their username and password.

SurveyGoo's privacy policy is clearly stated for panel members and the company adheres to UK data protection laws.

Researchers are members of the MRS and adhere to research practice In line with ESOMAR guidelines.

Rewards

A reward system is operated. The number of points awarded is driven by the length of interview (LOI). On reaching a set redemption level, panelists can redeem their rewards as cash via Pay Pal. Incentive rates have been set to encourage long-term participation.