AV ride-sharing services must appeal to motivations and overcome barriers

Autonomous vehicle (AV) ride-sharing services need to appeal to user motivations and overcome potential barriers or concerns, if they are to be successful, according to research conducted by Merge Greenwich. The study revealed that, on balance, ride-sharing presents a greater barrier-to-uptake than AV technology. 85% of respondents indicated a willingness to use an AV in the future, suggesting that the technology is the aspect of the service that excites them the most. 46% are willing to use a ride-shar
April 18, 2018 Read time: 2 mins
Autonomous vehicle (AV) ride-sharing services need to appeal to user motivations and overcome potential barriers or concerns, if they are to be successful, according to research conducted by Merge Greenwich. The study revealed that, on balance, ride-sharing presents a greater barrier-to-uptake than AV technology.


85% of respondents indicated a willingness to use an AV in the future, suggesting that the technology is the aspect of the service that excites them the most. 46% are willing to use a ride-sharing service for various types of journeys once or twice a week, which dropped to 26% when participants considered using a ride-sharing service three or more times a week.

The participants’ readiness to accept the technology was based on the assumption that regulators would require AV systems to be proven through testing before being deployed for commercial use and available to the public.

Findings also showed that 15% of participants feel deterred from adopting the service based on concerns relating to privacy and security. Sharing a journey in a small space implied different social rules compared to a tube carriage or bus.

Merge Greenwich recommends that these services should be designed to address user reservations on sharing a journey with strangers. Adopting public transport style seating and payment mechanisms may help to meet rider expectations.

Key decision-making criteria of cost, safety, convenience and sustainability will also need to be satisfied.

The consortium suggests that the service’s greatest opportunity is to target areas which are underserved by public transport, which could benefit the transport network by reducing congestion and emissions. Merge Greenwich also proposes that the government should take a leading role in educating all road users on AVs. In addition, all passengers will need to have the ability to contact the service provider while other riders will require an onboard steward that could also help with luggage and accessibility.

A full copy of the report is available %$Linker: 2 External <?xml version="1.0" encoding="utf-16"?><dictionary /> 0 0 0 link-external here false https://mergegreenwich.com/wp-content/uploads/sites/13/2018/04/MERGE-Greenwich-Consumer-attitudes-to-AV-ride-sharing-3.pdf false false%>.

Related Content

  • November 15, 2019
    Waymo scraps AV operations in Austin
    Waymo is closing its operations in the US city of Austin following an increase in investment in the Detroit and Phoenix areas. A spokesperson told Austin Inno: “As a result, we’ve decided to relocate all Austin positions to Detroit and Phoenix. We are working closely with employees, offering them the opportunity to transfer, as well as with our staffing partners to ensure everyone receives transition pay and relocation assistance.” Last month Waymo sent an email to users, which appeared on Reddit, saying
    Read More
  • January 24, 2019
    Ford’s decision to bin Chariot ride-share service came after ‘significant consideration’
    Ford has given no explanation for the decision to abandon its ride-sharing shuttle service Chariot, but said it came after “significant consideration”. The service will stop operating on UK shuttle commuter routes tomorrow – after just a few months - and on US routes after 1 February. All Chariot services will cease completely by the end of March. A statement from the company gave little clue as to why: “In today’s mobility landscape, the wants and needs of customers and cities are changing rapidly. We a
    Read More
  • January 12, 2018
    UK Cyclists, pedestrians and equestrians need roads with them in mind
    Cyclists, pedestrians and equestrians would prefer improvements on Highways England's (HE's) road network to be open to all types of user – but safely, with areas of greater risk identified and appropriate interventions made, according to a new report from Transport Focus (TF). The independent watchdog engaged with these road users across the UK who stressed the importance of the network in affecting their everyday lives. Key findings showed that safety is of crucial importance to all three groups when
    Read More
  • October 31, 2018
    Groupe PSA trials car-sharing service in Washington, DC
    French car manufacturer Groupe PSA says its ‘free-floating’ car-share service provides members in Washington, DC with access to 600 vehicles. The Free2Move service is available to drivers for a $10 membership fee and does not include late fees, per trip fees or insurance charges, the company adds. Members can use the Free2Move app to locate, book and open/lock the vehicles. This pilot coincides with Maven’s announcement to expand its peer-to-peer car-share service in Washington, DC – and other US
    Read More

Highlighted Content