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Dr. Larry Ponemon November 27, 2017 Will Privacy & Security Concerns Stall the Adoption of Autonomous Automobiles?

Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

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Page 1: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Dr. Larry PonemonNovember 27, 2017

Will Privacy & Security Concerns Stall the Adoption of Autonomous Automobiles?

Page 2: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

November 27, 2017 Ponemon Institute Presentation Private and Confidential 1

We want to learn what adult-aged consumers think about the autonomous automobile. Specifically . . .• Do consumers have concerns about their security and privacy?• Do consumers feel enough trust to buy an autonomous vehicle?• Do consumers feel enough trust to ride in an autonomous vehicle?• Do consumers believe that OEMs will take appropriate steps to

secure the autonomous vehicle?• Do consumers recognize the safety and convenience implications?• Are consumers worried about hackers seizing control of the

autonomous automobile?• Do consumers think autonomous automobiles will make their life

better or worse?

Purpose of the study

Page 3: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Consumer survey response Freq Pct%

Total sampling frame 28,700 100.0%

Total returns 1,081 3.8%

Rejected surveys 68 0.2%

Final sample 1,013 3.5%

Ponemon Institute Presentation Private and Confidential 2November 27, 2017

Adult-aged consumers located in the United States were surveyed in November 2017.

Page 4: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Page 3

Privacy persona and the autonomous automobile

Ponemon Institute Presentation Private and Confidential

Page 5: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Privacy centric - Events that minimize your sense of privacy or diminish the safety of your sensitive personal information will have a significant impact on your behavior.

Privacy sensitive - While you say that privacy is important to you, it does not affect your behaviors or information sharing practices.

Privacy complacent - You really don’t care very much about the sharing or selling of your sensitive personal information.

November 27, 2017 Ponemon Institute Presentation Private and Confidential 4

Three Personas*

*These personas or privacy profiles were developed by Ponemon Institute more than a decade ago based on privacy trust research.

Page 6: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Privacy profile today and five years ago

November 27, 2017 Ponemon Institute Presentation Private and Confidential 5

19%

58%

23%26%

52%

22%

0%

10%

20%

30%

40%

50%

60%

70%

Privacy centric Privacy sensitive Privacy complacent

Privacy profile today Privacy profile five years ago

Page 7: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If you became more concerned about the privacy and security of your personal data over the past five years, why? More than one response allowed

November 27, 2017 Ponemon Institute Presentation Private and Confidential 6

15%

18%

21%

27%

33%

49%

50%

58%

65%

0% 10% 20% 30% 40% 50% 60% 70%

I became a victim of identity theft

I have growing concerns about government surveillance

I know someone who became a victim of an identity theft

I use mobile payment methods including mobile wallet

I am using location tracking devices more often

I am using my mobile devices such as smartphones and tablets more often

More of my personal information including medical records is being shared

I use social media more often

I became a victim of a data breach

Page 8: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Privacy in an autonomous automobile For instance, the ability to prevent the car manufacturer, government or other companies from listening in or recording your private conversations while riding in the car.

Security in an autonomous automobileFor instance, the ability to prevent hackers from remotely seizing control of your car.

Safety in an autonomous automobileFor instance, the ability to brake before a cash.

November 27, 2017 Ponemon Institute Presentation Private and Confidential 7

The survey addressed three areas of possible concern among consumers

Page 9: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Concern about security, safety and privacy in an autonomous automobile1 = not concerned to 10 = very concernedExtrapolated average values reported

November 27, 2017 Ponemon Institute Presentation Private and Confidential 8

6.68 6.50

4.88

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

10.00

Security in an autonomous automobile

Safety in an autonomous automobile

Privacy in an autonomous automobile

Page 10: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Concern about security, safety and privacy by persona1 = not concerned to 10 = very concernedExtrapolated values reported

November 27, 2017 Ponemon Institute Presentation Private and Confidential 9

6.23

8.05 7.56

4.94

6.52 6.33

3.51

5.53 5.65

-

1.00

2.00

3.00

4.00

5.00

6.00

7.00

8.00

9.00

Privacy Security Safety

Centric Sensitive Complacent

Page 11: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Level of trust in the idea of turning control of driving to an autonomous automobile 1 = low trust to 10 = high trustExtrapolated average value = 5.22

November 27, 2017 Ponemon Institute Presentation Private and Confidential 10

19%

14%

38%

20%

9%

0%

5%

10%

15%

20%

25%

30%

35%

40%

1 or 2 (low trust) 3 or 4 5 or 6 7 or 8 9 or 10 (high trust)

Page 12: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Do you believe the benefits of an autonomous automobile will outweigh your concerns about privacy or security?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 11

40% 39%

21%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Yes No Unsure

Page 13: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

I believe manufacturers of autonomous automobiles should provide the following:

November 27, 2017 Ponemon Institute Presentation Private and Confidential 12

8%

12%

19%

26%

32%

46%

56%

65%

77%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Don’t know

None of the above

Provide assurance that my privacy and security is safeguarded

Tell me when my personal information is shared with businesses and government

Tell me what information is collected about me and how it is used

Compensate me if my information is misused or stolen

Allow me to control what information is collected within the automobile

Let me know how I can protect my privacy and security within the automobile

Tell me what security precautions are taken to prevent the automobile from being hacked

Page 14: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Page 13

Safety & security in today’s cars

Ponemon Institute Presentation Private and Confidential

Page 15: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

How much time do you spend driving each day?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 14

34%

21% 22% 23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Less than 1 hour 1 hour to 2 hours 3 hours to 4 hours More than 4 hours

Page 16: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

How safe do you feel when you are driving in your car?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 15

30%

53%

17%

0%

10%

20%

30%

40%

50%

60%

Very safe Safe Not safe

Page 17: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Have innovations in safety features, such as air bags, roll cages and rear cameras, made you feel safer in your car?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 16

67%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Yes No

Page 18: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Do you feel less safe in your car when driving in certain locations and times?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 17

55%

45%

0%

10%

20%

30%

40%

50%

60%

Yes No

Page 19: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If yes, where and when do you feel less safe?More than one response allowed

November 27, 2017 Ponemon Institute Presentation Private and Confidential 18

65%

56%

47%

32%

10%

0%

10%

20%

30%

40%

50%

60%

70%

During rush hour In high crime areas

Late at night On crowded city streets

On state highways

Page 20: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Does the type of vehicle you drive make you feel safer on the road?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 19

59%

41%

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

Page 21: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If yes, in which vehicles do you feel safest?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 20

32%

26%

23%

17%

2%

0%

5%

10%

15%

20%

25%

30%

35%

SUVs Light trucks Vans Sedans Other

Page 22: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Page 21

Perceptions about the autonomous automobile

Ponemon Institute Presentation Private and Confidential

Page 23: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Do you plan to purchase an autonomous automobile?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 22

25%

11%

21%

26%

17%

0% 5% 10% 15% 20% 25% 30%

Never

Unsure

Maybe, if it is affordable

Maybe, after I see them on the road and they look safe

Yes, as soon as it is available

Page 24: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If yes or maybe, what is the most important reason for purchasing an autonomous automobile?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 23

2%

6%

10%

12%

19%

24%

27%

0% 5% 10% 15% 20% 25% 30%

Other

Automatically finds the shortest and fastest route to my destination

Will have a positive impact on the environment

Ensures I have transportation when I can no longer drive

Reduces traffic accidents

Relieves the stress of having to drive

Enables me to multi-task when commuting to work

Page 25: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If never, what is the most important reason for not purchasing an autonomous automobile?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 24

8%

13%

15%

30%

34%

0% 5% 10% 15% 20% 25% 30% 35% 40%

I am concerned about my personal data that the automobile will collect and use

I do not want to give up control to technology

I do not think they are safe

I am concerned about the risk of hacking

I enjoy driving

Page 26: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

If you do not want to purchase an autonomous automobile, would you ride in one?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 25

60%

24%

16%

0%

10%

20%

30%

40%

50%

60%

70%

Yes No Unsure

Page 27: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Perceptions about autonomous automobilesStrongly agree and Agree responses combined

November 27, 2017 Ponemon Institute Presentation Private and Confidential 26

42%

45%

49%

53%

56%

57%

0% 10% 20% 30% 40% 50% 60%

Autonomous automobiles will make my life easier and make traveling more fun

Autonomous automobiles will make driving safer

Autonomous automobiles will make commuting to work and running errands less stressful

I would rather manually drive my car than use an autonomous automobile

I believe automobile manufacturers will only make autonomous vehicles that are safe and

secure

I would prefer to have a partial autonomous automobile so I can drive when I want to

Page 28: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

What impact will autonomous automobiles have on traffic accidents?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 27

17%

23%

37%

15%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Significantly decrease traffic accidents

Decrease traffic accidents

No change in traffic accidents

Increase traffic accidents

Significantly increase traffic accidents

Page 29: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

In your lifetime, which of the following advances in technologies have changed or will change your life the most?Three responses allowed

November 27, 2017 Ponemon Institute Presentation Private and Confidential 28

7%

11%

13%

15%

23%

31%

40%

47%

49%

64%

0% 10% 20% 30% 40% 50% 60% 70%

Drones

Space travel

Internet of Things

Microwave ovens

Online shopping

Laptop computers

Autonomous automobiles

Social media (Facebook, Twitter, Linked-in)

Mobile phones

Internet

Page 30: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

How will autonomous automobiles change your life?

November 27, 2017 Ponemon Institute Presentation Private and Confidential 29

41%

19%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

For the better For the worse No change

Page 31: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Page 30

Demographics

Ponemon Institute Presentation Private and Confidential

Page 32: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Gender and Age Range

November 27, 2017 Ponemon Institute Presentation Private and Confidential 31

Female, 53%

Male, 47%

16%

23%

23%

17%

13%

8%

18 to 25

26 to 35

36 to 45

46 to 55

56 to 65

65+

Adult-aged consumers located in the United States were surveyed in November 2017.

Page 33: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Highest Level of Education

November 27, 2017 Ponemon Institute Presentation Private and Confidential 32

18%

15%

27%

30%

8% 2%

High School

Vocational

College (attended, no degree)

College (4 year degree)

Graduate School

Post Graduate / Doctorate

Adult-aged consumers located in the United States were surveyed in November 2017.

Page 34: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

Household income

November 27, 2017 Ponemon Institute Presentation Private and Confidential 33

7%

23%

31%

12%

9%

6%

6% 4% 2%

Less than $25,000

$25,000 to $40,000

$40,001 to $60,000

$60,001 to $80,000

$80,001 to $100,000

$100,001 to $150,000

$150,001 to $250,000

$250,001 to $500,000

More than $500,000

Adult-aged consumers located in the United States were surveyed in November 2017.

Page 35: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

United States regional location

November 27, 2017 Ponemon Institute Presentation Private and Confidential 34

20%

20%

19%

16%

13%

12%

Northeast

Pacific-West

Mid-Atlantic

Midwest

Southeast

Southwest

Adult-aged consumers located in the United States were surveyed in November 2017.

Page 36: Will Privacy & Security Concerns Stall the Adoption of ... · Consumer surveyresponse Freq Pct% Total sampling frame 28,700 100.0% Total returns 1,081 3.8% Rejected surveys 68 0.2%

There are inherent limitations to survey research that need to be carefully considered before drawing inferences from findings. The following items are specific limitations that are germane to most web-based surveys.

• Non-response bias: The current findings are based on a sample of survey returns. We sent surveys to a representative sample of individuals, resulting in a large number of usable returned responses. Despite non-response tests, it is always possible that individuals who did not participate are substantially different in terms of underlying beliefs from those who completed the instrument.

• Sampling-frame bias: The accuracy is based on contact information and the degree to which the list is representative of adult-aged individuals who drive automobiles. We also acknowledge that the results may be biased by external events such as media coverage. Finally, because we used a Web-based collection method, it is possible that non-web responses by mailed survey or telephone call would result in a different pattern of findings.

• Self-reported results: The quality of survey research is based on the integrity of confidential responses received from subjects. While certain checks and balances can be incorporated into the survey process, there is always the possibility that a subject did not provide a truthful response.

November 27, 2017 Ponemon Institute Presentation Private and Confidential 35

Caveats

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Page 36

Questions?

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Ponemon Institute Presentation Private and Confidential