• by Chase Martin , July 31, 2016

Drivers’ preferences might be changing when it comes to connected and self-driving cars.

Younger drivers in particular are more open to the idea of self-driving cars with nearly 75% of millennials saying they are comfortable with cars driven by artificial intelligence, according to a new study.

Conducted by IHS Automotive, the study comprised a survey of 4,000 global car owners who intend to purchase a new vehicle within the next 36 months. The study intent was to examine consumer preferences on connected and self-driving cars.

The study found that a third (33%) of all consumers globally would currently ride in or purchase a self-driving car and another 24% would ride in, but not purchase one. Just over one quarter (28%) wouldn’t do either.

Millennials, however, show significantly higher interest in self-driving cars. Of consumers between 18 and 38 years old, almost half (47%) would purchase self-driving cars and only 15% would not ride in or purchase one.

This new research might suggest a shift in preference when it comes to autonomous vehicles.

Another recent study from the University of Michigan found that most (84%) of U.S. consumers are opposed to fully self-driving cars, but 39% would be OK with cars that only partially drive themselves. That study found little difference between age groups.

Other recent research from Kelley Blue Book found that more than half of all age groups say they will never own a self-driving car. Within that study, 60% of millennials said they will never own one.

One reason for the discrepancy in the acceptability of autonomous vehicle could be the global view vs. the opinions of those in the United States, as in the Kelley Blue Book research.

This shift in acceptance of self-driving cars could have an impact on media consumption in cars as well. Some suggest that taking the driving part out of the equation for drivers means they could spend their car time differently and, in turn, create new channels and opportunities for marketers.

The IHS study found that within the next three years, more than half (55%) of new vehicles sold will have some form of connected features in them.

Of those who currently own a connected system in their vehicle, 74% would pay for software updates to add features to their car. However, of U.S. millennials, that segment increases to 89%.