"Consumers Desire More Automated Automobiles." That's the title of one page of a new study published by Cisco Systems as part of its Customer Experience Report, which focuses on the "automobile buying and driving experience." The study specifically targeted technology and its integration into the cars and trucks of today and tomorrow, and, not surprisingly, roughly half of all those surveyed globally (1,500 consumers across 10 countries, says Cisco) "value the technology adoption reputation of a brand when selecting a vehicle." We also think it's of interest that "83 percent of global consumers prefer to research online for information on a car."

Perhaps the most intriguing bit of information gleaned from the study pertains to driverless automobiles. A full 57 percent "stated they would be likely to ride in a car controlled entirely by technology that does not require a human driver," with Brazil, India and China cited as the countries most willing to trust autonomous technology. When Cicso asked drivers if they'd let their kids ride in driverless cars, however, the figures dropped dramatically – just 46 percent found that idea acceptable.

In the United States, 60 percent of those surveyed said they would trust driverless cars, and that dropped to 48 percent when children were included. Japanese drivers were least likely to trust their lives or their children's lives to automated technology. Scroll down below for a press release from Cisco highlighting more of its findings.
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Consumers Desire More Automated Automobiles, According to Cisco Study

Cisco report reveals that half of all global consumers surveyed purchase cars based on technology reputation of the brand

SAN JOSE, Calif. – May 14, 2013 – Cisco today announced results of the Cisco Customer Experience Report focused on automobile buying and driving experience. Cisco surveyed more than 1,500 consumers across 10 countries. The global report examined consumer preferences of technology used when buying and driving an automobile. Consumers also identified key influencers preference for car dealers/ manufacturers to provide a more personal driving experience, and their trust in future automotive innovation.

Consumers demonstrated in the survey how information and technology are crucial throughout

the car experience. From the car purchasing experiences to service maintenance, consumers are using more advanced communication technologies (such as mobile, text, telephone, websites, embedded communications devices) to engage with manufactures and car dealerships. Results show roughly half (47%) of global consumers' value the technology adoption reputation of a brand when selecting a vehicle.

Globally, consumers are eager to see more transportation changes in customization, safety, time, and cost savings, with Brazil, China and India showing significantly more willingness to provide information on driving habits, in exchange for cost and time efficiencies, and may have more trust in driverless automobiles.

Key Highlights:
Prior to purchasing a vehicle, consumers prefer to begin their online.

Most consumers begin their car purchasing process online: 83% of global consumers prefer to research online for information on a car, versus only 17% of consumers that prefer to call or go to dealership.

Trust in Manufacturer Website: 61% use manufacturing websites when researching to purchase a car. This is good news for the digital world as 78% of consumers trust their online research.

Consumers desire a more automated way to track car maintenance costs

Impact of gas prices on customer experience: 52% of consumers want to track gas prices from a vehicle. Gas-price tracking was the highest priority, compared to 46% of consumers wanting to track insurance prices, 35% wanting to track roadside assistance availability, and 32% wanted to track recall information

Tracking car maintenance costs: Consumer demand for tracking vehicle operating costs was shown with 62% of consumers stating they would purchase a device designed to keep them on track with their monthly budget for gas and auto maintenance.

Consumers are willing to trade personal information for customization, security and savings

Lower Insurance/Maintenance: 74% would allow their driving habits to be monitored in order to save on insurance or service maintenance or costs.

More Personal Security: 60% would provide biometric information such as fingerprints and DNA samples in return for personalized security or car security.

Customized Car: 65% would share personal information such as height/weight, driving habits, entertainment preferences if this allowed a more customized vehicle and driving experience.

Consumers Trust in Automated or Driverless Automobiles

Driverless automobiles: More than half of global consumers (57%) stated they would be likely to ride in a car controlled entirely by technology that does not require a human driver. The most trusting consumers in this regard were in Brazil with 96%, India with 86%, and China with 70%.

Kids on board: Consumer trust dropped to 46% when asked if they would let their kids ride in driverless automobiles. Consumers least likely in this regard were in Japan, France, and Germany, where only 6% would allow their kids ride in a driverless automobile.

Supporting Quotes:

Andreas Mai, director of product marketing for Connected Industries Group at Cisco: "Most consumers expect to be connected to the internet wherever they are. Since they may spend much of their time in their car, it stands to reason they want their car to be more connected. This consumer survey confirms that it is time to take the internet to the road and into our cars. "

Peter Granger, Senior Industry Marketing Manager, Cisco Products Solutions Industry Marketing: "The survey shows consumers comfort with technology and need for immediate information whether they are researching, buying, driving or servicing their vehicle. While consumers in diverse parts of the world may expect very different experiences, their technology demand is more positive than many manufacturers imagine. Many consumers are just waiting for manufacturers to respond with better car buying, driving and service experiences augmented by technology".

Supporting Resources:

Cisco Customer Experience Report website
Other websites......
Social Media: Follow Cisco on Facebook, Twitter and LinkedIn
Technorati Tags: Cisco, About Cisco Systems

Cisco (NASDAQ: CSCO) is the worldwide leader in networking that transforms how people connect, communicate and collaborate. Information about Cisco can be found at http://www.cisco.com. For ongoing news, please go to http://newsroom.cisco.com.


Cisco and the Cisco logo are trademarks or registered trademarks of Cisco and/or its affiliates in the U.S. and other countries. A listing of Cisco's trademarks can be found at www.cisco.com/go/trademarks. Third-party trademarks mentioned are the property of their respective owners. The use of the word partner does not imply a partnership relationship between Cisco and any other company.

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    • 1 Second Ago
      • 2 Years Ago
      two things stuck out: -with Brazilians at the top of the "yes" list, perhaps they figure the autonomous vehicle could not be an worse than the average Brazilian driver. -its interesting that the Japanese, with their great love of gadgets and electronics, do not trust autonomous cars.
      • 2 Years Ago
      Most parents wouldn't let their children go out places without adult supervision anyway. A "child" is usually someone under 12 (not a "teen"). Stupid question to ad to the poll.
      Basil Exposition
      • 2 Years Ago
      It would be hilarious if the green line was longer than the blue for one of these countries.
      • 2 Years Ago
      Who is god's name did they survey for this?? I think Autonomous cars are not a terrible idea, but at the same time they are no way near being ready to have people thinking they want to have more of them. I think this is more of the world's population becoming increasingly lazy and not wanting to do things for themselves... IMO
      • 2 Years Ago
      Interesting that Germany and Japan are toward the bottom of the list. At first I hated this idea, but recently have changed my mind. Driving a lot, it seems that people have really lost the art of driving. They no longer seem to be able to \"read traffic\" They speed up to get through only to jam on their brakes because they can\'t get anywhere. Should have seen it. I just shake my head. Those that enjoy driving can opt out and still enjoy.
      • 2 Years Ago
      Kind of goes to show how, collectively, people have poor judgement skills. Trust a driverless car implementation that doesn't even exist yet? SURE WHY NOT? Idiots.
        • 2 Years Ago
        Why not? The poll is basically if they think the concept is acceptable. I would much much rather get on a highway with these driverless cars than one with boneheads like you behind the wheel.
        Israel Isassi
        • 2 Years Ago
        Updates in progress. Please do not power stop or power off the car. Rebooting in 10 seconds.
      • 2 Years Ago
      these people from this study sure are missing out... they need to take some vacation time, rent a pre-73 american classic, and go on a proper roadtrip with some close friends or family. Now that will make you truly enjoy and appreciate the fun o driving and travelling on the open road. Nothing like planning out a roadtrip on paper map or atlas, seeing the sights, camping, and going and stopping wherever uou feel like. I think the more things that get done automatically, powered, electronically, or autonomously, the more it removes the satisfaction and joy you get from doing it yourself, and the more boring and soulless it becomes. Would you rather work at a job where everything is as simple and repetitive as pushing a button over and over again and watching a machine do it, or would you rather have a job where you are challenged and get to think and problem solve and use your own initiative and ingenuity to accomplish something? I love driving, I love cars, and I love roadtrips and I would never ever want to give up any part of the driving experience to a frieken circuit board.
        • 2 Years Ago
        I think you would still be able to manually drive, if you want to do so. Those who love it, could continue driving, but those of us who don't, or, perhap the elderly, would not have to.
        • 2 Years Ago
        I would rather sit and use my tablet or eat or read a book, knowing some chowda head isn't going to smash into me. Drive your stupid car. Nobody is stopping you.
      the aol experien
      • 2 Years Ago
      Look at all the number of recalls every year, and they want to give us a driverless car! Is this Obummers idea of reducing the number of Americans? Give them out to congress members first and convert the presidential limos and we’ll see how it works. LOL
        • 2 Years Ago
        @the aol experien
        Oh look! An article about something (anything). Maybe I should throw in some unrelated political commentary! Boy is my mom going to be proud of me!
      • 2 Years Ago
        • 2 Years Ago
        What does this have to do with Obama? This technology is not even mainstream yet, he will be out of office long before it even becomes affordable for most people to buy or mainstream OEMs to adapt.
        • 2 Years Ago
        Don't fear change, embrace it.
          • 2 Years Ago
          Wrong kind of change.
      • 2 Years Ago
      I trust autonomous cars more than I do the millions of texting/eating/reading/applying makeup/road raging drivers that currently clog the streets.
      Israel Isassi
      • 2 Years Ago
      I think the poll was geared to produce these results.. one thing is certain.. it's all fun and games until the autonomous road rage starts.
      • 2 Years Ago
        • 2 Years Ago
        I think you need to look up the definition of third world country.
        • 2 Years Ago
        I think u should check if the top 5 countries rich/poor and have a strong purchasing power. OR if they have a good public transport system.
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