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

  • Trafi and BVG launch all-in-one mobility app in Berlin
    February 21, 2019
    Technology firm Trafi has partnered with public transport company Berliner Verkehrsbetriebe (BVG) to launch a mobility app which it says integrates all modes of transport in Berlin, Germany. Trafi claims that the Jelbi app will allow users to access the city’s entire public transportation system including scooters, bikes, ride-hailing and car-sharing as well as taxis. The idea is that users can plan and book journeys without needing to sign up to additional companies or jump between different apps.
    Read More
  • UK readiness for AVs depends on gender, age and location, says Fujitsu
    November 27, 2018
    The UK’s readiness to use a ride from a driverless car depends on gender, age and where you live, says a new report from Fujitsu. In a study of 2,000 members of the British public and 600 senior business decision makers, Fujitsu has discovered that transport is second only to education as the sector people are most keen to see transformed by technology. Despite this, there remains some ‘discomfort’ surrounding autonomous vehicles (AV). Less than a third of respondents would be happy to be picked up by a
    Read More
  • Lyft Green Mode option allows riders to request electric and hybrid vehicles
    February 14, 2019
    Lyft is launching a Green Mode feature within its app to provide riders in Seattle with the option to travel in an electric or hybrid vehicle. The move follows the company’s planned introduction of thousands of electric vehicles (EVs) onto its platform this year. Lyft says the deployment will allow its drivers to increase net earnings as it says the cost of travelling in an EV is half that of a petrol-powered car, therefore saving hundreds of dollars per month on fuel costs. Drivers can switch
    Read More
  • UK govt seeks cycle safety evidence as report calls for new laws
    March 13, 2018
    A report from legal expert Laura Thomas has claimed that there is a strong case for changing the law to combat dangerous cycling, which if implemented, would bring offences in line with dangerous driving. It ties in with the Department for Transport's Call for Evidence, which is seeking to address issues that cyclists and pedestrians face, or perceive when using the road infrastructure. Thomas said: “Overall, in my opinion, the present law on cycling is not sufficient. I suggest that an offence comprising
    Read More

Highlighted Content