A study conducted by Otonomo and Edison Research found that the majority of new connected car buyers are interested in sharing their personal data to gain information for specific service offerings, such as safety alerts, maintenance warnings, and traffic updates.
“While consumers say they want the types of services that require them to share personal data, automotive OEMs and other data collectors must take steps to earn their trust,” said Lisa Joy Rosner, chief marketing Officer, Otonomo.
In a new Otonomo/Edison Research study of both connected car owners and persons in the market for a new connected car, as many as 94 percent expressed interest in apps and services. Approximately 80 percent of those who expressed interest in a number of potential new services (including real-time alerts of dangerous driving conditions, early detection of maintenance and repairs, and even faster response times from emergency responders in the event of an accident) stated a willingness to share personal automotive data in order to gain access to these capabilities.
However, consumers are still wary of sharing their data with apps and services. The most important aspects in establishing trust are how trustworthy people perceive the company is (69 percent of new car buyers indicated this was “very important”) and whether they are told exactly what the data are being used for and who has access to it (64 percent of new car buyers indicated this was “very important”).
So what types of companies engender that kind of trust? In one of the most important findings of this study, both new car buyers and connected car owners placed a significant amount of trust in car manufacturers. While trust in social media sites was relatively low (less than half of either group indicated they had confidence that social media sites would properly secure their data), confidence in car manufacturers was high—71 percent of new car buyers and 77 percent of connected car owners were confident or somewhat confident that car manufacturers would properly secure their data.
Other Key Findings
• Ninety-four percent of connected car owners are interested in a feature that would alert them to dangerous driving conditions ahead. Similarly, 92 percent of connected-car owners are interested in a feature that would allow emergency responders to respond more quickly in the event of an accident. Finally, 92 percent of connected-car owners are very interested in a feature that detects needed maintenance or repairs.
• New car buyers are similarly interested in the same safety-related features as connected car owners.
• Eighty-six percent of both new car buyers and connected car owners are comfortable with navigation apps collecting information about their location, speed, and destination.
• There is extremely high acceptance of technology in cars: approximately 90 percent of both samples agree that technology is making cars safer, and approximately eight in ten agree that technology is also making it more fun to drive or be a passenger.
• Car manufacturers have earned 71- 77 percent trust in two key ways—for those respondents who named a specific car manufacturer as being the “most trustworthy,” the top two reasons for that trust were a tie between personal experience and good reputation.
Otonomo is an automotive data services platform.