• by Chuck Martin , January 9, 2018

Various iterations on the road to self-driving vehicles were on display at CES this week, as they have been in past shows.

The obvious and commonly asked question is how will consumers react or adapt to autonomous vehcles.

Now a new global study released at CES in Las Vegas indicates that, even though the practical availability of self-driving cars in the mass market is a bit in the distance, many consumers are willing to embrace the concept.

More than half (54%) of online consumers, especially men 55 years old with higher incomes, are willing to be a passenger in a self-driving vehicle, despite some safety concerns.

The study comprised a survey of 21,000 consumers in 19 countries conducted by Harris Interactive for Accenture. The sample in each country was representative of the online population in each region.

There is a difference in willingness by age. Here is the willingness to be a passenger in a self-driving car by age group:

• 71% -- 14-17 years old
• 61% -- 18-34 years old
• 53% -- 35-54 years old
• 37% -- 55+ years old

There is a difference by income level as well, with those in higher brackets being more willing. By income level, here is the willingness to be a passenger in a self-driving car:

• 62% -- High income
• 54% -- Medium income
• 47% -- Low income

A third of consumers cite tech brands as their preferred supplier of self-driving vehicles.

The large acceptance of this potentially risky technology blended into physical world experiences indicates that consumers will integrate some level of risk into their lives to achieve valuable experiences, according to the Accenture.