Irish Millennials' Reliance on Car Safety Technology
New research published by Liberty Insurance shows that 21% of Irish millennials are very reliant or somewhat reliant on in-vehicle technology for safe driving.
For Irish motorists, January is the most popular month to buy a new car. In January 2019, 32,370 new cars were sold and the motor industry expects a comparable, if slightly lower, number of cars to be sold in Ireland in the same month this year.
In recent years, advancements in in-car safety technology have become a key consideration for consumers when researching new cars on the market. Many of these consumers have learnt how to drive in a car with safety technology and therefore are dependent on these features while driving.
Amongst those surveyed in the Irish market, 43% of consumers cited reverse cameras as extremely or very important.
In-demand Safety Features Amongst Car Buyers
As mentioned, 43% of consumers cited reverse cameras as extremely or very important, and a further 42% claimed it was somewhat or slightly important. Only 15% of those surveyed suggested it was not at all important.
According to Mairead Carty, Motor Product Manager of Liberty Insurance:
“In the last decade, we have seen significant advancements in road safety technology and these advancements are obviously to be welcomed if they have the potential to help make our roads safer.
“It will come as little surprise to learn that millennials are the generation of drivers most likely to rely on these new safety innovations as they have learnt to drive at a time when such features are increasingly commonplace. However, it's interesting to note that the differing behaviours between younger and older Irish motorists are not as marked as in other North American and Western European countries, including the US, UK, Spain, Portugal and France.”
Liberty’s survey of 992 Irish motorists and a total of 8,010 Western European and US motorists found that 21% of Irish millennials admit to being very or somewhat reliant on safety technology features, including reversing cameras, automated emergency breaking, collision warning system and lane change assists when driving. This compares to 18% of Gen X motorists and 11% of baby boomers on the road.
23% of UK millennials claim to be very or somewhat reliant on in-car safety technology, versus 15% of Gen Xers and just 5% of baby boomers.
Looking to our US and UK Neighbours
While the findings suggest Irish millennials were more reliant on in-vehicle safety technology than their older peers, the cross-generational differential was more modest than in other markets.
The study found that 23% of UK millennials claim to be very or somewhat reliant on in-car safety technology, versus 15% of Gen Xers and just 5% of baby boomers.
US motorists reported similar behaviours to their UK peers. 23% of US millennials are reported to be very or somewhat reliant on safety technology when driving, versus 16% of Gen Xers and 7% of baby boomers.
Regardless of the safety features in a car, drivers are advised to remain alert and drive carefully, especially in adverse weather conditions
Carty continued:
“With Met Eireann predicting a particularly cold start to 2020, we would particularly encourage Irish motorists to take every precaution when driving this January and to maintain a high level of diligence when travelling during any adverse or extreme weather conditions.”
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