New Metrics Offer Retention Insights from Driver Experience Survey

Quick Summary:

• Platform Science recently conducted an extensive survey of commercial drivers with the goal of understanding their daily experiences on the job. Drivers were asked to submit their anonymous input for analysis to help establish the industry’s first set of benchmark metrics focused on driver experience.
• More than 1,100 responses were collected and analyzed to identify trends, create key takeaways, and craft recommended action items and best practices for fleets.
• While pay rate is still a key differentiator, retention hinges on trust (transparency in communication and keeping promises) as well as fleet tools (tech must be intuitive and make the job easier, not more cumbersome).
• Platform Science will compile and share a comprehensive Insights overview and guide, including recommended action items, based on survey results. Fleets can sign up now to receive the final report directly to their inbox when it is released.

Commercial fleet managers are very familiar with the “driver shortage crisis” that has been plaguing U.S. commercial trucking for at least the last 15 years. In fact, the American Trucking Associations (ATA) noted retention and recruitment challenges as far back as 2005. 

While the initial response was to assume that more competitive pay was the solution, turnover rates continued to climb despite wage increases. Truck driver wages increased by more than 45% over the last decade, yet turnover rates still hovered in the 80-90% range in the same timeframe. A new aspect of the problem was identified — “churn” — in which drivers hopped from fleet to fleet, chasing the highest wages in salary bidding wars. It soon became clear that the issue was more complicated than simply offering more money.

At the same time, commercial trucking entered a difficult era as the older generation of truckers began retiring, leaving a vacuum that was difficult to fill with younger drivers. In the U.S., data show that truck drivers tend to be about five years older than the average American worker, and the average age for owner-operators in 2024 was 56 (two decades ago, the average age was 50). 

Though much outreach and effort have been undertaken to attract younger drivers, the lag still dealt a heavy blow. Although driver shortage forecasts began to flatten in 2023, the American Trucking Association now warns that the current driver shortage of 63,000 could surge to more than 160,000 over the next 5 years unless addressed proactively.

Related Reading: “The Changing Face of Trucking: Welcoming Gen Z to the Industry”

‍Why is it important to survey drivers for feedback?

Solving the driver retention problem has become imperative for U.S. fleets, yet little formal research has been conducted to understand better the drivers' reasons for leaving. Platform Science — a transportation technology company that develops tools for making fleets run more efficiently from the back office to the cab — identified this gap in information and created the Driver Experience Survey to set the industry’s first benchmark metrics on this topic. 

By polling drivers and inviting them to share their feedback anonymously, Platform Science gathered more than 1,100 responses, a large enough sample size to achieve a 95% confidence level with a margin of error of only 5%. These data points are poised to help fleets address driver shortages and attrition rates head-on and create corporate cultures where drivers want to stay for years.

What are the key takeaways from the driver survey?

While the full Insights report will be available in early 2026, initial analysis has revealed some interesting trends and takeaways:

1. While pay rate is still a key differentiator, it is not the only pressure point for drivers. Retention hinges on trust (transparency in communication and keeping promises) as well as on fleet tools (tech must be intuitive and make the job easier, not more cumbersome).
2. Today’s commercial drivers are primarily male and over the age of 50. While the survey results showed responses mostly from the age group of 51-65, almost 30% of respondents were over the age of 65. Based on survey participation, the older demographic is willing and interested in making its voice heard to improve the industry's state for itself and for future generations of drivers as well.
3. Technology used in the cab and across the fleet is a make-or-break factor for most drivers. Fleets must prioritize the driver experience when selecting and rolling out tools. Workflows must be clear, as non-disruptive as possible, eliminate busywork and redundancies, and clearly convey the value-add to drivers. Fleet training must be thorough but also easy to access and practical. 

Related reading: “The ROI of Investing in Driver Experience”

Recommended Actions Based on Survey Responses

In addition to offering a deep dive into the survey responses and a thorough statistical report and summary, Platform Science will be providing suggested action items and best practices to address the survey’s key takeaways. By better understanding the survey results and incorporating recommended best practices, fleets can begin reframing their management strategies to make smarter decisions when choosing technology and hiring and retaining drivers. 

Sign up now for first access to the final survey report delivered directly to your inbox.