Use of Market Opportunities in Aging Societies – the example of advanced driver assistant systems

Type de publication:

Conference Paper


Gerpisa colloquium, Paris (2019)


People of the industrial nations are getting older. In Germany older people (here: people over the age of 50) account for more than 40% of the total population (Statistisches Bundesamt, 2011) and their share of the total population will continue to rise steeply up to the year 2030 (EU, 2015). At the same time, older people have never been so mobile as today (Schlag, 2013) and account for 43% of the people who have driving licenses (ADAC, 2010). For older generations mobility provides and represents independence, social participation, activity and an increased quality of life (Burghard, 2005).

In the natural aging process, cognitive performances, especially executive functions like decision making, the ability to solve problems etc., tend to decline (Markowitsch et al., 2005; Brand & Markowitsch, 2010). Moreover, for older road users the accomplishment of tasks in the daily traffic gets harder not only with increasing traffic density but due to their age-related physical and cognitive limitation, which are a risk to safe driving (Engin et al., 2010; Dobbs & Schopflocher, 2010).

Therefore, suitable technical aids are needed that meet the physiological and economic requirements in order to increase road safety for all road users (Rudinger, 2013). Advanced driver assistance systems already exist to help elderly (and other) drivers (Wild, 2014), and are continuously improved. Furthermore, people aged 50 and older are “relatively well-off” and form a very „promising” “silver market” at least in developed countries (Kohlbacher & Herstatt, 2011), it is attractive to use the market opportunities in aging societies.

In order to be able to estimate the market opportunities (and revenues) for advanced driver assistant systems, it is necessary to know the willingness to pay in different age groups, and thus also the influencing factors customer specific value and acceptance.

Several studies investigated age-related aspects of advanced driver assistance systems, i.e. user acceptance (Son et al., 2015), experiences and usage barriers (Truebswetter, Bengler, 2013) - some even involving some older people – but so far there are no studies which investigate user acceptance and willingness to pay in the group of elderly people. Therefore, additional research is needed to identify potential market opportunities for advanced driver assistant systems.

Therefore, five driver assistant systems - cross traffic alert, park distance control, blind spot detection, lane departure warning and tire-pressure warning system - for which a need has been identified in a preliminary study are examined in more detail.
The study concept is based on the following explanations, which are first presented in general and then briefly in relation to age:

1. customer specific value according to the product-dominant-logic and service-dominant logic as an explanation of the elements of the value proposition and derived therefrom the elements of customer value (Schmitz & Hendricks, 2018),
2. the acceptance (eg. Proff & Fojcik 2014) and
3. willingness to pay as an explanation of the willingness to spend money to eliminate a specific need (Homburg, 2014).

Based on this, an experimental group including participants above the age of 50 (152 participants) and a younger control group including participants younger than 50 years (31 participants) were analyzed. First results indicate a high acceptance of some of the five advanced driver assistant systems in the group of people age over 50. Furthermore, the results indicate a relatively high willingness to pay with price ranges starting with 250€ and upwards as well as optimal price points that are significantly higher.

By examining, the customer specific value, acceptance and willingness to pay for age-appropriate driver assistant systems, the results help using market opportunities in aging societies and to further embed the automobile in an aging societal context.

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Concéption Tommaso Pardi
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