UK study reveals low usage of advanced automotive technologies

A study conducted by Censuswide involving 1,350 drivers in the United Kingdom has revealed that many advanced technological features in modern vehicles are underutilized. The research, commissioned by the UK automotive dealer network Dick Lovett, indicates that while these technologies are designed to enhance safety, convenience, and ease of driving, a significant portion of owners do not use them or do not know how to operate them.

Key findings include that 25.9% of owners with adaptive cruise control have never activated the feature, while 7% do not know how to use it. Regarding driver assistance, nearly 18% do not use lane-keeping assist, and 21.3% disable automatic emergency braking, often citing that the systems feel too aggressive or distracting.

Other underused technologies include voice assistants (17.8% non-use) and augmented reality head-up displays (17.1% non-use, with 7% unaware of how to operate them). Comfort features also show low routine usage, such as massage seats, which are used regularly by only 22% of owners, and remote engine starts, used routinely by 24.5% of respondents.