Drivers Age 50+ Want More High-Tech Safety In Next Vehicle, According to The Hartford And MIT AgeLab
June 21 2016 - 8:00AM
Business Wire
The Hartford commits $1 million to AARP Driver Safety for the
joint development of a new and innovative vehicle technology
education program
For drivers age 50 and older who are shopping for a new car in
the next two years, safety technologies will be more of a key
consideration than for those drivers who bought a car in the last
year, according to a new survey from The Hartford and the MIT
AgeLab.
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Among 50+ drivers who plan to buy a car
in the next two years, 76% will actively seek out high-tech safety
features. (Graphic: Business Wire)
The survey reveals that 76 percent of drivers age 50 and older
who plan to buy a new car will actively seek out high-tech safety
features. In comparison, only 32 percent of drivers age 50+ who
bought a car in the last year actively sought out these vehicle
technologies.
“It is encouraging that a majority of mature drivers planning
their next vehicle purchase will purposely seek out high-tech
safety features,” said Jodi Olshevski, gerontologist and executive
director of The Hartford Center for Mature Market Excellence®. “The
Hartford has a long history of helping drivers age 50+ stay safe on
the road, which is why we’re developing an innovative program with
AARP Driver Safety and why we’re one of the first companies to
offer a discount for certain safety technologies.”
AARP Driver Safety SponsorshipTo help drivers learn how
to maximize the value of these features, The Hartford has committed
$1 million over three years to expand its longstanding partnership
with AARP Driver Safety to jointly develop an exclusive and
innovative vehicle technology education program. Together, The
Hartford and AARP Driver Safety aim to help drivers:
- Understand current and evolving vehicle
safety technologies and how to use them
- Recognize how technologies might
enhance their driving safety and extend safe driving years
- Choose the technologies that best suit
their needs
“With the changes in vehicle technology over the last five
years, it’s critical for drivers to stay updated and informed,”
said Kyle Rakow, vice president and national director of AARP
Driver Safety, which conducts the nation’s largest and
longest-running driving refresher course. “Many of these
technologies have potential to make driving safer, which is why we
are so appreciative of The Hartford’s generous commitment to this
new endeavor.”
Additional Survey Findings
- Top TechnologiesDrivers age 50+
who plan to buy a car within the next two years will be seeking:
- Blind spot warning systems (87
percent)
- Crash mitigation systems (85
percent)
- Lane departure warning systems (79
percent)
- Smart headlights (78 percent)
- Vehicle Technologies and Driving
LongevityThe majority of drivers age 50 and older (75 percent)
think having safety technologies in their vehicle will help extend
how long they will be able to continue driving. These drivers say
they:
- Will feel more comfortable and
confident while driving (38 percent)
- Will feel safer while driving (29
percent)
- Think technology will compensate for
driving difficulties (28 percent)
- Vehicle Technologies and Driving
HabitsMany mature drivers already adjust when and where they
drive so they feel comfortable and safe.“Our findings indicate that
some drivers age 50+ would be more willing to drive in certain
situations if they had particular technologies, suggesting they
associate advanced technologies with enhanced safety,” noted
Olshevski.Of those who currently limit their driving:
- 50 percent would be more willing to
drive on the highway if they had crash mitigation systems
- 41 percent would be more willing to
drive long distances if they had adaptive cruise control
- 39 percent would be more willing to
drive at night if they had smart headlights
- 36 percent would be more willing to
drive in heavy traffic if they had traffic jam assist
- Top Five Reasons for Driverless
CarsDrivers age 50 and older would consider purchasing a
self-driving car if:
- It was proven as safe as driving
themselves (56 percent)
- Their health prevented them from
driving (48 percent)
- It helped them stay connected to
friends and family if they could no longer drive (27 percent)
- It was cheaper than a regular car (26
percent)
- It was recommended by someone they
trust (17 percent)
Overall, 35 percent of drivers age 50+ would be willing to use a
driverless car if they could no longer drive safely; 42 percent are
unsure, and only 24 percent would not be willing to use one.
The Hartford has been dedicated to promoting safe driving among
50+ drivers for more than 30 years and has produced numerous
studies and public education campaigns on driving safety, most
recently focused on vehicle technologies. And as the exclusive
national provider of auto and home insurance for AARP members since
1984, The Hartford has insured millions of drivers over the age of
50.
The survey, Looking Forward: Vehicle Technology Preferences
Among Mature Drivers, is The Hartford and the MIT AgeLab’s fourth
joint research project focused on vehicle technology and driving
safety for mature drivers. For more information, visit
thehartford.com/cartech.
Research Methodology
Zeldis conducted an online survey of drivers over the age of 50
across the United States for The Hartford. The survey – Looking
Forward: Vehicle Technology Preferences Among Mature Drivers – was
fielded in March 2016 and a total of 2,015 surveys were completed.
The data were weighted to match U.S. Census current population
survey benchmarks. Using a 95 percent level of confidence, the
margin of error is +/- 2.2 percent.
About The Hartford
With more than 200 years of expertise, The Hartford (NYSE: HIG)
is a leader in property and casualty insurance, group benefits and
mutual funds. The company is widely recognized for its service
excellence, sustainability practices, trust and integrity. More
information on the company and its financial performance is
available at https://www.thehartford.com/. Join us on Facebook at
www.facebook.com/TheHartford. Follow us on Twitter at
www.twitter.com/TheHartford_PR.
About The Hartford Center for Mature Market
Excellence
The Hartford Center for Mature Market Excellence creates
innovative business solutions for the mature market. Staffed by
gerontologists, the center is uniquely positioned to apply
knowledge of aging to develop one-of-a-kind products and services
for The Hartford's customers, and specialized training for The
Hartford's employees. The center conducts original research in
partnership with academic institutions and produces public
education programs on safety, mobility and independence. The
Hartford has had this in-house expertise since 1984, guiding The
Hartford to unparalleled success in understanding and serving the
mature market. Follow us on Twitter at
www.twitter.com/TheHartfordCMME.
About the MIT AgeLab
The MIT AgeLab is a multidisciplinary research program that
works with business, government, and NGOs to improve the quality of
life of older people and those who care for them. The AgeLab
applies consumer-centered systems thinking to understand the
challenges and opportunities of longevity and emerging generational
lifestyles to catalyze innovation. For more information go to
agelab.mit.edu, or follow the AgeLab Director on
Twitter @JosephCoughlin.
About AARP Driver Safety
AARP Driver Safety first launched in 1979 as the “55 Alive”
program to help to keep older drivers independent, safe and
confident while on the road. Today, AARP Driver Safety continues to
meet the needs of older drivers through leading educational
programs that include the AARP Smart Driver course, CarFit, We Need
to Talk, and the Driving Resource Center. The flagship AARP Smart
Driver course is the nation’s largest classroom and online driver
safety course and is designed especially for drivers age 50 and
older. Over 16 million participants have gone through AARP Driver
Safety classroom and online courses, taught by more than 4,000 AARP
Driver Safety volunteers. The courses are available in all 50
states, the District of Columbia, and U.S. territories. To learn
more visit www.aarp.org/drive or follow us on Twitter @AARPdsp.
HIG-N
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The HartfordJulia Zweig,
860-547-5355julia.zweig@thehartford.com
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