1. Market Research
  2. > Automotive
  3. > Motor Vehicle Market Trends

2010 US Consumers’ Attitudes and Perceptions of Vehicle Safety

  • January 2014
  • 145 pages
  • Frost & Sullivan
Report ID: 2011359


Table of Contents

Desirability and Willingness to Pay for Safety Systems

The primary aim of this study is to understand the driving environments and behaviors; to evaluate consumer perception, satisfaction, purchase influences, and preferences; and to assess their willingness to pay for safety features. Overall, when purchasing a new vehicle, vehicle owners place highest importance on reliability and safety. The majority of respondents would allocate additional funds to safety features protecting occupants of the vehicle during an accident. Moreover, they like the idea of a vehicle’s safety systems taking control over driving operations in emergency situations but they would prefer automatic control with override. Overall, warning occurrences are the most important part of safety technologies.

Research Objectives

Consumer Profile and Segmentation
• Consumer profile by gender, age, family status, vehicle segment
• Attitude towards safety
• Segmentation based on safety attitude and perceptions

Driving Environment and Driving Behavior
• Driving environment: Urban, suburban, city, highway
• Vehicle occupancy: Driving alone, with passenger(s)
• Driving style and collision vulnerability: Aggressive/defensive; front, rear, side collision vulnerability

Consumer Perception and Satisfaction
• Importance of safety in vehicle purchase decision
• Awareness about safety technologies and systems
• Satisfaction with overall safety performance of current vehicle
• Satisfaction with safety performance by system type/feature

Purchase Influences and Preferences
• Purchase influences: 5-star crash ratings, others
• Importance of safety features by system type and feature
• System Interface preferences (input/output modes)
• Purchase priorities by safety features/system

Purchase Likelihood and Willingness to Pay for Safety
• Safety feature purchase likelihood by system type
• Purchase preferences: standard or optional
• Willingness to pay for safety features/systems by system type
• Optimal package of safety features by vehicle segment
• Estimated take rate of safety features/systems

Key Differences by Demographics and Past Studies
• Differences by vehicle segments
• Differences by other key demographics
• Differences from past studies


Methodology: Online Panel-based Survey of Vehicle Owners
To conduct this proposed research, we used an online, panel-based survey. This allowed us to provide images and other stimuli to test consumer perceptions of the issues associated with advanced safety features and technologies, including user interface and Input/output features. Furthermore, research conducted by Frost & Sullivan using this approach has proven the high level of quality in data collected versus CATI or on street intercept surveys. We used panels that are used for market research purposes; therefore, panel quality is maintained.

Benefits of Online Panel-based Surveys
• Benefits of online panel:
oProvide improved and more effective screening capabilities
oRespondents are typically provided with incentives and, even if screened out, consumers receive points so are more willing to answer honestly
oAllows questionnaires to include improved and advanced skip/branch logic and stimuli
oResponses not left open to individual interpretation (i.e., by the interviewer)
oFaster data collection times as invitations are sent in parallel
oGenerally more cost-effective than CATI or on-street intercept surveys

Key Issues Covered
Based on client discussions and feedback, past studies, and Frost & Sullivan’s vehicle safety analysts, the study captured:
• Consumer attitude towards safety and segmentation based on safety attitudes
• Driving environment and driving behavior
• Awareness about advanced safety technologies and systems
• Satisfaction with safety of current vehicle
• Importance of safety in vehicle purchase decision and purchase influences
• Importance of safety features by active system type and purchase priorities
• Determination of driver’s interaction with safety systems and user interface preferences
• Willingness of driver to be monitored
• Safety feature purchase likelihood and willingness to pay for safety features
• Key differences by vehicle segments and other key demographics

Sample Size and Respondent Qualification

• Total sample of X respondents
• Respondent qualification was a minimum of X-years-old
• Own or lease a new car purchased within the past X years and/or expecting to buy a new car in 2 years
• Must reside in the United States

Executive Summary

During everyday driving, vehicle owners typically display behaviors of drinking beverages (X%), eating (X%), and using their cell phones without a hands-free system (X%). All of these behaviors can be distracting and may lead to unsafe driving conditions.
When considering purchasing a new vehicle, vehicle owners placed the highest importance on reliability (X%), followed closely by safety (X%). In particular, females were more concerned with safety, reliability, and environmental impact while males were more design, style, and performance oriented.
Respondents identified the most stressful driving conditions as driving in snow or ice (X% very/somewhat stressful) and when someone brakes unexpectedly or very quickly in front of you (X% very/somewhat stressful). Females tended to show higher levels of stress in most driving situations.
If given additional money for safety features, the significant majority of respondents would elect to allocate this spending towards protecting occupants (driver and passengers) during a crash or rollover. This was particularly true among respondents with families. Protecting occupants during a crash received a #1 ranking of % vs. % for enhancing the vehicle’s stability.
When emergency driving situations suddenly occur, a vehicle’s safety systems can take control over the driving operations. Respondents like this idea; however, they prefer automatic control with override. During impending unsafe driving conditions, such as an obstacle in the road or a vehicle in a blind spot during a lane change, vehicle owners prefer to be warned via audio and visual warnings.
Many safety systems features are available and present in vehicles today, ranging from airbags and seatbelts to night vision and traffic sign recognition. Among the most familiar are side-impact and curtain airbags (X% and X%, respectively, with some level of familiarity). Given the high levels of familiarity, it is not surprising that many vehicle owners would not purchase a vehicle if airbags were absent (X% for side-impact airbags and X% for curtain airbags).
Warning occurrences are perhaps the most important part of safety technologies. Interestingly, vehicle owners experience a similar level of frustration if receiving a false warning (false positive) to not being warned (false negative) during a genuinely unsafe situation (X% and X% very/somewhat agree). Females, and as age increases, become more likely to get upset if a safety warning system malfunctions.
The purchase of safety options is largely driven by protecting the driver and passengers during a crash or rollover, although significantly more importance is placed on protecting the driver. Sixty-nine percent of respondents mentioned themselves as the most important, followed by % for “me and my family.” Females are significantly more likely to think about the protection of the family than males.
Of vehicle owners, X% look to many different resources for researching vehicles and safety features. The majority, in particular women and those with children, place the highest trust in the evaluations of Consumer Reports’ good safety ratings. Nearly out of report they would be likely to purchase a vehicle if it receives a high Consumer Reports safety rating, as opposed to only X% for the nearest competitor.
A MaxDiff analysis was conducted to show the preferences for various safety technologies. Across all safety technologies surveyed, airbags are deemed the most important. Side-impact airbags for front and rear seats received an 18% vote for “most important” while curtain airbags for front and rear seats received 9%.
Analysis by vehicle segment showed little difference among the top “most important” safety technologies. Airbags were at the top with blind spot detection systems usually coming in third place. Although no significant differences were noted, a few minor exceptions were observed. The luxury vehicle segments placed lower importance on curtain airbags for rear seats and active seatbelts. Instead, they preferred technologies such as night vision and forward collision warning.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Amrita helps you find the right report:


The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Future of Flying Cars, 2017–2035

  • $ 7500
  • Industry report
  • May 2017
  • by Frost & Sullivan

Over 10 Companies Poised to Launch Flying Cars by 2022, with OEMs and Other Major Industry Participants Set to Join them with Prototypes in the Following 5 Years This study provides a comprehensive insight ...

Commercial Vehicle Telematics Market by Solution (Fleet Tracking and Monitoring, Driver Management, Insurance Telematics, Safety and Compliance, and V2X Solutions), Service, Provider Type, Vertical, and Region - Global Forecast to 2022

  • $ 7150
  • Industry report
  • July 2017
  • by MarketsandMarkets

Increasing adoption for the Next-Generation Telematics Protocol (NGTP) for enhanced telematics delivery is expected to drive the growth of the commercial vehicle telematics market. The commercial vehicle ...

Global Bus Market by Product and Fuel Type, 6th Edition

  • $ 6500
  • Industry report
  • May 2017
  • by Freedonia

Developing Countries to Account for more than Four-Fifths of All New Bus Demand Global demand for buses is forecast to expand 4.9% annually through 2021 to 623,000 units. Growth at the world level will ...

Electric Buses 2018-2038

August 2017 $ 5729


Reportlinker.com © Copyright 2017. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.