A segmentation of novice drivers in Great Britain: Factors associated with intention to take advanced driver training

It is known that novice drivers find driving immediately after passing their practical driving test stressful, and that this presents an opportunity for those organisations who offer post-licence training. The Institute of Advanced Motorists commissioned TRL to carry out a segmentation of novice drivers in terms of their stated intentions to engage with post-test training. One thousand and seven novice drivers aged between 17 and 30 in Great Britain completed an online survey measuring various attitudinal, behavioural and demographic factors, as well as their stated intentions to engage in further training of three different types (training providing extra experience of a wide range of driving situations; training in vehicle control skills; training designed to encourage hazard anticipation skills and better attitudes). The analyses showed that compared to those novice drivers who have no intention to take further training, those who do are more nervous about driving, report more violations and general errors when driving, report positive attitudes towards the benefits and peer acceptance of training, and are more motivated by saving insurance costs through training. For ‘experience’ and ‘anticipation and attitudes’ training, those intending to engage had also driven less since passing their practical test; for ‘experience’ and ‘vehicle control’ training, those intending to engage had taken fewer attempts to pass their practical test. Recommendations made include changing the focus of marketing novice driver products to reducing nervousness, violations and errors, and reducing insurance costs (if possible). Ways of identifying likely customers are also recommended.