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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
APJ Communications: Surendra Chawla
Research Partner: Intuit Research
December 2016
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Intel Autonomous Driving Study
Respondent Qualification 20 years old or above Own a car in the household and drive the car OR use taxis at least once a month
Country Coverage: Australia, Japan, Korea, Taiwan, Singapore Sample size: n=250 per market, TOTAL n=1250
Methodology Online survey using online access panels Data weighted by car ownership in each market
Data Collection November 30 – December 7, 2016
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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Summary of findingsCURRENT CAR OWNERSHIP AND COMMUTING BEHAVIOURThree in four or more households in each market owns a car, except in Singapore at 42%. The majority of car owners in KR, SG and TW say their car has one or more driver assist features.60% or more of these car owners drive their cars at least every other day. As might be expected, for car owners, driving is how they typically get around. More than 60% of non-drivers ride the train or bus with 24% using taxis as their main mode of transport. Usage of taxis is highest in Singapore, followed by Korea and Taiwan and much lower in Japan and Australia. The average commute time (one-way) is 43 mins.
AWARENESS OF DRIVERLESS CARSAwareness that driverless cars exist is high in all markets, 83% on average. Google and Tesla are best known as companies working on driverless cars. In Japan, Toyota holds first place. BMW comes in second in Korea and Taiwan. In Singapore, Uber and nuTonomy are in the top 5. Intel is currently not well known as a player in Autonomous Driving (single digit awareness). On average, consumer expect it will be six years before driverless cars are commonly available in their countries. Almost 30% in Singapore say they will be available within three years.
INTEREST IN DRIVERLESS CARS, MOTIVATORS AND CONCERNSAmong those considering to buy a car in the next couple of years, there is high interest in hybrids in Japan, Korea and Taiwan. Driverless cars are mentioned by a tenth in Taiwan. When asked about features they’d like in their dream cars, a car that knows how to avoid traffic jams and that charges on its own using solar energy are the most popular. When directly asked, 51% of consumers would consider buying a driverless car. Interest is lowest in Australia and highest in Taiwan. Interestingly, non-drivers show higher interest than drivers. Among those who would consider a driverless car, 45% would be willing to concede a high degree of autonomy to the car. And 47% would be willing to pay a premium of over 20% for a driverless car. Willingness to pay a premium is highest in Korea and lowest in Singapore. If available, more than half of consumers would be open to using driverless taxi services. Again, Taiwanese consumers are most open and Australians least interested.Being more environmentally friendly, a less stressful commuting experience, easier parking, reduced commuting time and the fact that you can summon the car are the main motivators of driverless car. Various aspects of safety – no safety standards in place yet, cars my not work in a new situation, possibility of it being hacked - are the main concerns. Concerns are higher among women and non-drivers.
3
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Three in four or more households in each market owns a car, except in Singapore at 42%.
Car ownership in household
72%87%
75%84%
72%
42%
28%13%
25%16%
28%
58%
0%
20%
40%
60%
80%
100%
Total Australia Japan Korea Taiwan Singapore
Car owners Non car owners
Source: Secondary researchAU: http://profile.id.com.au/australia/car-ownershipJP: http://www.japanfs.org/en/news/archives/news_id029996.htmlKR: https://www.statista.com/statistics/516280/share-of-households-that-own-a-passenger-vehicle-by-country/TW: Intel Device Tracker Study 2016; https://www.jstage.jst.go.jp/article/easts/10/0/10_567/_pdfSG: https://www.singstat.gov.sg/docs/default-source/default-document-library/publications/publications_and_papers/household_income_and_expenditure/hes1213.pdf
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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
46%54%
43%50%
35%48%
26%
31%
20%21%
27%
31%
16%
10%
22%15%
18%
13%9%
3%11% 8% 18%
5%4% 1% 5% 6% 2% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Australia Japan Korea Taiwan Singapore
Do not drive
Less often than once a
week
1-2 times a week
3-4 times a week
Everyday
And 60% or more of these car owners drive their cars at least every other day.
Frequency of driving(among car owners)
Q. How often do you drive your car?Base: Car owners, Total n=995, AU n=205, JP n=203, KR n=220, TW n=211, SG n=156
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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
The majority of car owners in KR, SG and TW say their car has one or more driver assist features.
Driver assist features in car? (among car owners)
Q. You mentioned that you own a car. Does it have any driver assist features?Base: Car owners, Total n=995, AU n=205, JP n=203, KR n=220, TW n=211, SG n=156
Driver assist features include blind spot detection, lane departure warning, active cruise control, forward collision warning, automated parking and others.
Total
51%
Australia Japan
43% 35%
Korea
70%
Taiwan Singapore
53% 58%
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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Main modeof
transport
54%72%
52% 60% 56%
29%
4%
5%
1%4% 3%
9%
8%
2%
4%4% 15%
16%
28%14%
34%27% 22%
45%
5% 7% 9% 5% 4% 1%
0%
20%
40%
60%
80%
100%
Total Australia Japan Korea Taiwan Singapore
Driving own car Somebody drives me
Ride taxi/cab Ride train or bus
As might be expected, for car owners, driving is how they typically get around. More than 60% of non-drivers ride the train or bus with 24% using taxis as their main mode of transport. The average commute time (one-way) is 43 mins.
Q. Which of the below best describes how you get to your place of work or place of study or other common places you go to most often? How long usually does your travel to work/school (one-way) take you ?Base: All respondents, Total n=1269, AU n=253, JP n=255, KR n=255, TW n=253, SG n=253
Avg. Commute time (min) 42.6 35 37.9 44.2 41.7 54
77%
3%2%
14%4%Owner- Driver 1%
8%
24%
60%
8% Non-driver
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
3% 1% 2% 2% 7%13%
4% 5%10% 14%
34%14%
3% 7%
14%19%
24%
9%
6% 9%
12%7%
11%
22%
17%28%
29% 20%
13%40%
67%51%
33% 38%
11%
0%
20%
40%
60%
80%
100%
Total Australia Japan Korea Taiwan Singapore
Frequency of using taxi
Everyday 3-4 times a week Twice a week
Once a week Once a month Less than once a month
Taxi usage
Usage of taxis is highest in Singapore, followed by Korea and Taiwan and much lower in Japan and Australia.
Q. How often do you use a taxi/cab or ride-hailing services such as Uber, Grab etc?Base: All respondents, Total n=1269, AU n=253, JP n=255, KR n=255, TW n=253, SG n=253
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Awareness that driverless cars exist is high in all markets.
TOTAL AUSTRALIA JAPAN KOREA TAIWAN
77% 80% 74% 94% 83%
Aware of driverless cars
88%
SINGAPORE
Q. Are you aware of driverless cars? Base: All respondents, Total n=1269, AU n=253, JP n=255, KR n=255, TW n=253, SG n=253
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APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
On average, consumer expect it will be six years before driverless cars are commonly available in their countries. Almost 30% in Singapore say they will be available within three years.
Expected availability of driverless cars
2%
1%
1%
7%
10%
6%
6%
9%
8%
22%
24%
23%
17%
25%
22%
30%
10%
6%
9%
13%
16%
7%
40%
39%
49%
47%
42%
24%
14%
25%
18%
6%
11%
9%
Total
Australia
Japan
Korea
Taiwan
Singapore
1 year 2-3 years 4-5 years 6-7 years 8 years or longer I have no idea
Average (in years)
5.8
5.3
6.2
6.6
6.3
4.7
Q. How long do you think it will be before driverless cars are commonly available in your country?Base: All respondents, Total n=1269, AU n=253, JP n=255, KR n=255, TW n=253, SG n=253
12
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Among those currently considering to buy a car in the next couple of years, there is high interest in hybrids in Japan, Korea and Taiwan. Driverless cars are mentioned by a tenth in Taiwan.
Taiwan
Japan
Australia
Korea
Singapore
47%
68%
63%
53%
50%
49%
79%
42%28%
36%
69%
9%
9%
9%18% 3%
7%39%
11%
48% 55%50%
22%
3% 1% 1%11%
2%
Type of car consider buying
Conventional car Electric car
Hybrid car Driverless car
13
All markets: 56% would consider
buying a new car in the next year or
two
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
When asked about features they’d like in their dream cars, a car that knows how to avoid traffic jams and that charges on its own using solar energy are the most popular.
Dream car features(among those who own a car or intend to buy one)
61%50%
68%
53%
72%65%
Total Australia Japan Korea Taiwan Singapore
Q. If you could buy your dream car, which of these features would you want in it, assuming that cost is not a factor?Base: Car owners/intenders, Total n=1114, AU n=228, JP n=223, KR n=234, TW n=237, SG n=192
14
Knows how to avoid traffic jams
37% 34% 37%32%
41% 43%
Total Australia Japan Korea Taiwan Singapore
Can transform for different needs – eg. city car to camp trailer
62%55% 59% 63%
70%64%
Total Australia Japan Korea Taiwan Singapore
Charges on its own using solar energy and "maintains" by its itself
38%28% 32%
42%51%
36%
Total Australia Japan Korea Taiwan Singapore
Drives on its own and you can have a conversation with it
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
51% of consumers would consider buying a driverless car. Interest is lowest in Australia and highest in Taiwan. Interestingly, non-drivers show higher interest than drivers.
24% 42%
52% 83% 52%
Consideration to buy driverless cars(among those who own a car or intend to buy one)
AUSTRALIA JAPAN
KOREA TAIWAN SINGAPOREQ. If driverless cars were available in your city, would you consider buying one? Base: Car owners/intenders, Total n=1114, AU n=228, JP n=223, KR n=234, TW n=237, SG n=192
16
T2B Scores: Definitely or
probably will
consider
51%
TOTAL
Key sub-group differences:
20-50 yo – 58%51yo and above – 33%
Drivers – 49%Non-drivers – 57%
Have driver assist car feature – 59%Without driver assist car feature –37%
Aware of driverless cars – 54%Not aware of driverless cars – 34%
Low income – 32%High income – 62%
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
22% 29% 29% 24%10%
32%
23% 15% 13% 20%35%
17%
44%35% 48% 49% 46% 35%
12% 22%10% 7% 10% 15%
0%
20%
40%
60%
80%
100%
Total Australia Japan Korea Taiwan Singapore
Partial automation
Conditional automation
High automation
Full automation
Among those who would consider a driverless car, 45% would be willing to concede a high degree of autonomy to the car.
Level of autonomy of driverless cars(among those who definitely/probably will consider buy driverless cars)
Q. What level of automation in driverless cars are you comfortable with?Base: T2B driverless cars consideration to buy, Total n=569, AU n=59, JP n=93, KR n=123, TW n=197, SG n=97
17
Partial automationAutomation will assist with only steering and acceleration/deceleration using information about the driving environment. The human driver will perform all other driving tasks.
Conditional automationAn automated driving system will handle all aspects driving, but the human driver will need to
respond if the system asks him/her to intervene.
High automationAn automated driving system will handle all aspects of driving, even if a human driver does not respond to a request to intervene
Full automationAn automated driving system will handle all aspects of driving under all road and environmental conditions with no involvement from the human driver
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
SINGAPORE
62%57%
TAIWAN
S. KOREA
JAPAN
AUSTRALIA
40%
45%
And 47% would be willing to pay a premium of over 20% for a driverless car. Willingness to pay a premium is highest in Korea and lowest in Singapore.
Price willing to pay for driverless cars(among those who definitely/probably will consider buy driverless cars)
37%
% of willing to pay more than 20% premium
7%14%
5% 2% 6%17%
16%
20%
11% 14%16%
17%
29%21%
27% 21%
37%29%
28% 17% 37%31%
24%32%
12%17%
15%
20%7%
5%3% 4% 8% 3%
4% 7% 5% 3% 6%
Total Australia Japan Korea Taiwan Singapore
50% or above
more
41-50% more
31%-40% more
21%-30% more
11%-20% more
Up to 10% more
of conventional
carsNot pay more
than conventional
cars
Q. How much more would you pay for a driverless car?Base: T2B driverless cars consideration to buy, Total n=569, AU n=59, JP n=93, KR n=123, TW n=197, SG n=97
18
Regional average: 47% willing to pay a premium of more than
20% for driverless cars
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
If available, more than half of consumers would be open to using driverless taxi services. Again, Taiwanese consumers are most open and Australians least interested.
31% 58%
58% 78% 51%
Likelihood to use driverless car service
AUSTRALIA JAPAN
KOREA TAIWAN SINGAPORE
19
T2B Scores: Extremely/somewhat
likely to use
55%
TOTAL
Key sub-group differences::
Male – 59%Female – 52%
20-50 yo – 61%51yo and above – 41%
Have driver assist car feature – 63%Without driver assist car feature – 48%
Car owner/intender – 57%Non car owner/intender – 50%
Aware of driverless cars – 58%Not aware of driverless cars – 45%
Low income – 44%High income – 71%
Q. How likely are you to use such a driverless car service if it were available in your city? Base: All respondents, Total n=1269, AU n=253, JP n=255, KR n=255, TW n=253, SG n=253
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Being more environmentally friendly, a less stressful commuting experience, easier parking, reduced commuting time and the fact that you can summon the car are the main motivators of driverless car.
70%
63%
59%
57%
53%
51%
51%
50%
49%
46%
45%
37%
Mainly electric or hybrids, so are cleaner for the environment
Able to spend commuting time working/relaxing/accessing entertainment
Parking congestion will be less;…
Commuting time to the office or to destination will be more predictable.
You can summon a driverless car to come to wherever you are
Possible to track my family members' whereabouts, so increases safety
Insurance costs will come down due to fewer accidents
Much safer and will reduce number of accidents than conventional cars
Traffic jams will reduce
Prestigious to own a driverless car
Running costs of driverless cars will be lower than traditional cars
Car has driver-assist technology installed so I would trust driverless cars…
Motivators for driverless cars (completely/somewhat agree)
Q. Here is a list of reasons others have given for wanting to use driverless cars. Please rate each one based on how much it applies to you personally.Base: Total n=1269, T2B consider to buy DC n=569, T2B likely to use DC service n=711
20
20-50 yo, have driver assist feature, aware of DC
Males, Driver, aware of DC
Have driver assist feature, aware of DC
Males
Males, aware of DC
Those aware of Driverless Cars
Aware of DC
20-50yo, Aware of DC
Have driver assist feature, Aware of DC
Aware of DC
HIGHER MENTIONS AMONG:
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
Various aspects of safety – no safety standards in place yet, cars my not work in a new situation, possibility of it being hacked - are the main concerns. Concerns are higher among women and non-drivers.
79%
76%
74%
73%
72%
69%
68%
68%
63%
58%
Safety standards for driverless cars are not yet in place
Driverless cars might not work when they encounter a situation that is not pre-
programmed
The driverless car's computer can be hacked and someone else could take control
of it
If there is an accident, it is not clear who is responsible or liable
Won't be easy to put my life in the control of a car's computer
It is very expensive to use a driverless car
With new technology such as this, there will be unexpected glitches and my safety
can not be assured
Using a driverless car means a third party would have access to my personal data
& whereabouts
Don't feel safe unless I have full control of the car
Driverless cars will remove the fun in driving
Q. Here are some concerns that other people have expressed with regard to driverless cars. Please rate each of these based on how much it applies to you personally. Base: Total n=1269,
Concerns with driverless cars(completely/somewhat agree)
21
Females, Non drivers
Females, w/o driver assist feature, Aware of DC
Females
Females, Non driver
Non driver
Non driver, Aware of DC
Aware of DC
HIGHER MENTIONS AMONG:
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
AgeGenderIncome*
Profile
Driverless car considerers/users are middle income earners who are also in the middle age range (31-50 yo).
28%17% 23%
62%71%
65%
10% 13% 12%
Total
T2Bconsiderto buy
DC
T2B likelyto use
DC service
Low
Middle
High
DC means driverless carsT2B consideration: Definitely/probably will consider to buy DCT2B likelihood: Extremely/somewhat likely to use DC service
*Income definition: low and high limits• TW: up to 30K NTD / 100K NTD or above• AU: up to 25K $ / 100K $ or above - annual• KR: up to 2M KRW / 6M KRW or above• JP: up to 3M Yen / 10M Yen or above –
annual• SG: up to SGD 3000/ SGD 12,000 or above
50% 54% 53%
50% 46% 47%
Total
T2Bconsiderto buy
DC
T2B likelyto use
DCservice
Male
Female
20% 22% 22%
27%33% 31%
25%27% 26%
27%19% 20%
Total
T2Bconsiderto buy
DC
T2B likelyto use
DCservice
20-30
31-40
41-50
51 orabove
23
APJ MARKET INSIGHTS AND STRATEGY. INTEL CONFIDENTIAL. FOR INTERNAL USE ONLY.
23%14% 17%
55%61% 58%
17% 20% 19%
4% 4% 5%
Total
T2Bconsiderto buy
DC
T2B likelyto use
DC service
Occupation
Profile
Majority of driverless cars considerers/users are employed, and well-educated.
Education
DC means driverless carsT2B consideration: Definitely/probably will consider to buy DCT2B likelihood: Extremely/somewhat likely to use DC service
51%61% 58%
15%
15% 15%10%
11% 10%8%6% 7%4%3% 4%12% 5% 7%
Total
T2Bconsiderto buy
DC
T2Blikely to
useDC
service
White collar
Blue collar
Self-employed
Homemaker
Student
Notworking/retired
High school graduate or less
Attended College/University
Post-Graduate
Currently doing/completed
Post-Graduate Study at College/Univ
24