Consumers' views of information technology based systems for passenger cars

Despite considerable technical advances in the area of intelligent transport systems (ITS), little attention has been paid to consumer assessments of the various systems being developed. There appears to be little published work in this area, although it is possible manufacturers are conducting their own market research. The present project was undertaken to explore Australian drivers' views of a number of ITS systems currently at an advanced stage of development. A short video was prepared outlining the technical basis of five systems and explaining the benefits likely to be delivered. Participants then filled in a questionnaire, followed by group discussion. The main points to emerge from the questionnaire and discussion were as follows. Most participants felt they had no need for a navigation system, managing well enough with a street directory, but recognising its value for business applications; the vehicle monitoring system was the most highly regarded of the systems, being valued for its ability to diagnose potential problems and advise of necessary preventive maintenance; although many participants believed mobile phones already fulfilled most of the functions of the emergency signalling system, others felt it provided worthwhile security for family members; most were sceptical that it would be possible for the congestion avoidance system to direct motorists to less congested routes, feeling they had little choice about routes for day to day travel, although its value for business and transport vehicles was recognised, as was its much greater potential when linked with the navigation system; the idea of an adaptive cruise control was generally disliked, many groups forseeing operational problems, and some individuals disliking the idea of control being taken from the driver. Two other systems, night vision enhancement and alertness monitoring, were introduced in discussion and dealt with in less detail. Drivers cited problems in seeing pedestrians, cyclists and road markings at night, but cautioned that care might be needed to avoid aggravating the problem of glare. Participants generally welcomed the idea of alertness monitoring, but were sceptical that drivers would heed warnings from the system. Implications for the future development of ITS and further research are discussed.