In their own words: A qualitative study of users' acceptance of connected vehicle technology after nine months of experience with the technology

The Ipswich Connected Vehicle Pilot (ICVP) was the largest on-road trial of connected vehicle technology in Australia. In the ICVP, 355 privately-owned vehicles were outfitted with connected vehicle technology and driven for 9 months with 326 participant vehicles remaining in the study until completion. User acceptance is as a key determinant of the future effectiveness of connected and co-operative Intelligent Transport systems (C-ITS) given it impacts likely uptake of these vehicles and the optimal functioning of such systems is contingent on widespread uptake by the public. This paper presents the findings of two qualitative studies conducted as part of the ICVP, comprising 53 individual interviews and 14 focus groups/interviews with 47 participants. The purpose of the qualitative studies was to understand users' perceptions of the system as well as their acceptance of C-ITS in general. Overall, participants were generally positive towards the system, could appreciate the safety benefits it offers, and expressed interest in adopting the technology presuming future systems would be refined. Some participants reported that they missed the warnings provided by the system once the technology had been removed. Participants wanted the system to be seamlessly integrated in their vehicle and have features that enabled personalisation. Participants identified that some of the warnings, most notably the advanced red light warning, were presented too late or at inaccurate times indicating that these issues must be remedied to ensure successful future implementation of C-ITS. Participants appreciated that data sharing would optimise the system but wanted controls to be put in place to guard against misuse; participants did not want their data to be used for sales or marketing purposes. Users' experience and perceptions are key to ensuring wider-spread adoption of C-ITS. The findings thus have important implications for future C-ITS implementation to ensure that the benefits of C-ITS are optimised to facilitate wide-spread penetration of the technology.