Apprehension around the collection, storage, and use of personal data isn’t specific to any single industry. Everyone from smartphone users to social media savants to connected car drivers have become increasingly concerned with data privacy in recent years. Much of this worry comes from a lack of awareness or education surrounding how much data is collected, who it’s shared with, and the reasoning behind collecting it in the first place.
Cassie’s recent ‘Smart Cars, Smarter Consent‘ report found that most US-based connected car drivers are feeling out of the loop when it comes to their vehicles’ data practices. Let’s explore their particular misgivings to shed light on where manufacturers can fill in the gaps.
Overarching lack of awareness
The majority of connected car drivers we surveyed (82%) admitted they don’t know how much data their vehicle collects, full stop. Another 79% confessed they’re unaware of the full spectrum of collected, used, and shared data, and while many feel a general lack of control over their data within the connected car ecosystem (58%), others have more specific concerns:
- 54% are unsure about the data-sharing practices of their vehicle
- 47% are apprehensive about manufacturers or service providers monetizing their data. Note: Nissan drivers were 38% more likely than average to say this
- 41% are worried about data being shared without their consent
Diminishing the connected car experience
As we mentioned in our previous post, nearly one in four connected car drivers refrain from using certain tech functionalities due to privacy concerns. Nine in ten of those noted they’re reluctant to share their driving data with manufacturers or service providers, and 65% said they avoid using voice-activated systems for this reason. Note: women were 26% more likely than men to say this.
Location data also emerged as a common anxiety: 87% of drivers told us they’re reluctant to grant access to this information.
It’s critical for manufacturers to understand that data privacy woes do not exist in a vacuum; these worries play a major role in buyers’ decision-making process. A third of those who don’t fully utilize their car’s tech functionalities reported that their hesitations have led them to purchase a vehicle that wasn’t their first choice. Note: men were 42% more likely than women to say this.
In our next blog post, we’ll highlight drivers’ data privacy preferences as revealed by the report, along with the concrete steps manufacturers can take to ensure these concerns don’t send buyers looking elsewhere.