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ReportLinker is out with new data today, showing that more than half of people would be willing to buy an autonomous vehicle when they make their next purchase.

Although 70% of consumers polled said they loved driving, 53% said they would buy a fully autonomous vehicle next time they were in the market for a new car, with women (59%) more likely to do so than men.

The report showed that there are still plenty of concerns about self-driving cars, with many consumers worried about safety (and here women are more concerned than men).

That said, now that the idea of autonomous vehicles are becoming more mainstream, there's more awareness among the general public about key players. Tesla (TSLA) is the top brand that consumers name when asked about autonomous cars, with 16% (although nearly half couldn't name an AV manufacturer without help). No other brand got to that double digit level, with 7% of consumers naming Ford (F), 6% naming Google (GOOGL) and GM's (GM) Chevrolet brand, and 5% naming Toyota (TM).

And more people believe that technology companies, not automakers, will lead the way:

Consumers also appear to be shifting their opinions about who is most capable of developing and introducing automated vehicles into the marketplace. Almost a third now say technology firms are likely to lead the way, about the same percentage that named traditional car companies as leaders last year. And men (38%) and Millennials (51%) are more likely to be optimistic about technology firms’ chances. Further, among those who are more optimistic about traditional car companies, 70% say the automakers should partner with technology companies.

Tesla, which has started to equip all of its vehicles with hardware that make them fully automated, is the clear favorite for ruling the self-driving market. Nineteen percent of US consumers believe Elon Musk’s company will create the most desirable AVs. Both men (28%) and older Millennials (33%) are more likely to stand behind the technology firm.