A comprehensive new survey commissioned by Thatcham Research and conducted by the Centre for Economics and Business Research (CEBR) has revealed that 82 per cent of UK drivers feel safer thanks to Advanced Driver Assistance Systems (ADAS), with 55 per cent saying the technology helped to prevent a collision in the past year.
The research demonstrates that ADAS technology is delivering on its promise to improve road safety, with more than 82 per cent of surveyed drivers reporting they feel safer when driving vehicles equipped with ADAS features. Key safety technologies including Autonomous Emergency Braking (AEB), blind spot information systems (BLIS) and driver drowsiness protection systems were identified as delivering the most significant benefits to drivers.
"These findings validate the critical importance of ADAS technology in modern vehicle safety. When more than half of drivers report that these systems have actively prevented collisions, it reinforces what we see in our own testing,” Thatcham research principal ADAS engineer, Yousif Al-Ani, said.
“ADAS is reducing collisions and improving road safety, despite early implementation challenges leading to driver dissatisfaction.”
The survey also highlighted areas for improvement in ADAS implementation. Nearly a quarter (23 per cent) of respondents indicated that some ADAS features can be distracting, irritating or intrusive during driving, demonstrating that there is still work to be done before all vehicles in the market perform well in the real-world.
Al-Ani is keen to assist vehicle makers in developing ADAS that goes beyond regulatory compliance.
“Our role is to champion systems that not only pass the tests, but also reduce injuries and help drive lower insurance costs for consumers. This survey data shows that we're on the right track but also highlights the importance of our continued work with car manufacturers to refine these systems and reduce false activations that can frustrate drivers,” he said.
“We need to go beyond controlled testing environments to understand how safety systems behave in real-world conditions, so the technology works when it matters most, without causing unnecessary frustration or distraction for drivers.”
Through its comprehensive support and rigorous testing programmes, Thatcham Research continues to play a pivotal role in ensuring ADAS technologies deliver safety gains in real-world scenarios. The organisation's current focus on active safety systems includes developing advanced testing methodologies that validate the effectiveness and user-friendliness of these crucial technologies, including how they cope with interference such as obstacles and reflective materials.
“Our research has highlighted the generally positive sentiment held by drivers towards ADAS. Drivers not only report feeling safer, but a majority have actively avoided collisions. Nevertheless, there is still scope for improvement looking forward, particularly on cost and efficiency of use. Continued refinement will be essential to reach mass adoption and fully realise the benefits of these technologies,” head of forecasting and thought leadership at CEBR, Sam Miley, said.
The survey was authored by the Centre for Economics and Business Research (CEBR), conducted by Potentia Insight, and commissioned by Thatcham Research to better understand UK driver attitudes towards ADAS technology. The survey covered a sample of 1,000 drivers, nationally representative by gender, age, and region.