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

  • ADN says Bled will improve public transit efficiency
    April 23, 2019
    ADN Mobile Solutions has developed Bled, a technical solution which – in conjunction with bespoke training and gamification tools – is designed to help bus drivers improve their driving efficiency. The goal is to reduce public transit emissions and provide cost savings, monitoring the way that vehicles are driven, and picking up on activities such as sharp braking or acceleration, giving personalised recommendations based on driving context. Electronic and mechanical data from buses is analysed and presente
    Read More
  • Bournemouth council urges residents to avoid social media ‘taxi’ service
    November 21, 2018
    People in the UK resort of Bournemouth are being warned not to use a ‘lifts-for-cash’ service which is operating in the town. A closed Facebook group called ‘Bournemouth & Poole town lifts’ has more than 7,000 members but council leaders say the service could be illegal. Members communicate via social media. Once accepted, they can ask for trips, talk to drivers or make money by using their vehicle as a taxi. But Nananka Randle, licensing team manager, planning and regulatory services, at Bournemouth Bo
    Read More
  • Asfinag displays Unterwegs service for traffic and weather conditions
    October 22, 2012
    Asfinag, the Austrian motorway operator, is showing its full service portfolio in the areas of traffic information as well as traffic management at the ITS World Congress. The company’s Unterwegs service provides current traffic and weather conditions on Austrian motorways and expressways for users whether at home, at work, or on the move. Before leaving the office for the journey home, mini applications and gadgets provide commuters and users of modern operating systems like Windows7, Mac OSX with Asfinag
    Read More
  • Uber to enter Seattle’s bike-share space
    June 22, 2018
    Uber intends to launch its newly-acquired Jump electric bikes in Seattle, US, in a move which could increase competition among rival firms. The ride-hailing company will decide on whether to apply for a permit once regulations have been mapped out by the Seattle Department of Transportation (SDoT). SDoT is finalising a permit programme for bike-share operators and plans to present a proposal to the city council next month. A report by the Seattle Times says three bike-share companies operate in the city
    Read More

Highlighted Content