Identifying Consumer Segments for Advanced Driver Assistance Systems (ADAS): A Cluster Analysis of Driver Behavior and Preferences

The rapid advancement of Advanced Driver Assistance Systems (ADAS) is reshaping the future of mobility by offering potential improvements in safety, efficiency, and driving experience, yet consumer acceptance remains uneven across regions. This study addresses the gap in knowledge and trust by examining how Hungarian drivers, as part of the Central and Eastern European context, perceive and adopt ADAS technologies. To achieve this, we conducted two expert in-depth interviews to refine the research instrument, followed by an online survey of 179 drivers. Using k-means cluster analysis, we identified three distinct consumer segments: Conservative Controllers, who demonstrate low levels of trust and willingness to adopt ADAS; Cautious Adopters, who weigh costs and benefits carefully; and Pragmatic Innovators, who are open to experimentation and display the highest acceptance and willingness to pay. The results reveal that awareness and familiarity strongly influence acceptance, highlighting the role of consumer education and transparent communication in shaping adoption. The findings suggest that manufacturers, driving schools, and policymakers can accelerate the diffusion of ADAS by developing targeted strategies tailored to different consumer groups. Strengthening knowledge and trust in these systems will not only support their market success but also contribute to safer, more sustainable transportation.