At Otonomo, one of our core values is to bring the voice of the driver into every conversation about connected car data utilization. We know that in order for an ecosystem to develop around connected car data, consumers need to be willing to share their data with automotive OEMs and service providers and trust that their data will be protected.
So, how do consumers feel about sharing their car data?
Almost two years ago, Otonomo commissioned a survey of American connected car owners and car buyers to answer this question. Fielded by Edison Research, this survey uncovered up to 94% interest among consumers for new services based on connected car data and a high willingness, up to 80%, to share car data in order to access these services—in spite of general concerns about sharing data with apps and services. But we also wanted to find out what European consumers think.
This year, we were excited to be able to collaborate with SBD Automotive on a new, comprehensive consumer study on car data and privacy in Europe. SBD Automotive surveyed 2,512 consumers in France, Germany, Italy, Spain, and the United Kingdom and found that European consumers have a solid interest in new apps, services, and crowdsourced insights based on connected car data. However, the ecosystem is still in a building phase.
Here are just a few of our findings:
- Up to 77% of consumers in the countries we studied are interested in services based on connected car data.
- Only 59% are aware that data can be collected from their vehicles.
- Although European consumers are interested in benefits that they can realize by sharing car data, 80% would only consider sharing such data if there were incentives such as cheaper car insurance rates, preventing breakdowns, or free in-car services.
- Similar to our U.S. findings, we found that transparency and trust are critical to earning consumer confidence. Sixty percent of respondents state that it’s very important to be told exactly what data is being collected, how it is being used, and by whom.
- While 83% of consumers are aware of the European General Data Protection Regulation (GDPR), just 40% of those aware of GDPR believe that it is having an impact on data protection.
- Only 6%, perceive that their automotive manufacturer’s communications have changed since GDPR went into effect.
If you work for an OEM or are developing applications or services based on connected car data, the Otonomo-SBD Automotive survey should sit near the top of your reading list. It’s full of insights about consumers that we haven’t seen anywhere else.
You can also contact us if you’d like to schedule a face to face meeting to discuss any of the report’s findings. Finally, I’d love to hear from you if you have any feedback or questions on the report.
Enjoy the read!