Investigating Driver Preferences for Traffic Information Using Digital Signage and Road Surface Holograms

This study investigates road users’ information preferences to enhance traffic information provision strategies. Traditional road signs primarily convey static information like speed limits and restricted areas. However, smart street poles now offer the capability to collect real-time road conditions and deliver dynamic traffic updates promptly. Leveraging these smart poles allows for more effective and tailored information delivery strategies. The research examines three types of media for information dissemination: digital signage, road surface hologram, and a combination of both. Additionally, it surveys road users’ preferences for information delivery methods, including text, graphics, or a mixture, based on the type of information. Conjoint analysis of 220 responses reveals essential attributes influencing users when they receive information. The findings indicate that a majority of road users prefer a blend of digital signage and road surface holograms, with a notable preference among younger individuals for digital signage. For road surface holograms, the favored approach involves a mix of text and graphics. This study lays the foundation for user-centric information strategies, offering insights into tailoring approaches based on the type of information and user preferences.