Consumers concerned over auto data privacy, new research shows

New research from consent and preference management platform Cassie found that consumers in the United States are concerned with automotive industry data privacy practices — especially the amount of data smart vehicles are collecting from them.

More than 600 U.S. consumers were surveyed for the company’s Smart Cars, Smarter Consent Report, which highlighted the importance of anonymization and transparency for consumers when it comes to automotive data practices.

“Dozens of regulations for consumer protections have been enacted within the United States, yet cars are still behind the curve,” said Nicky Watson, Co-founder and Chief Architect of Cassie, in a statement. “Consumers should be aware of the amount of personal data carmakers are collecting through features like digitized consoles, GPS, smart speakers, cameras, and autonomous capabilities.”

Dealers may consider discussing certain aspects of data collection and privacy with consumers so they are aware of the situation and understand its use prior to purchasing a vehicle. Such a discussion could potentially create a better or more trustworthy relationship between the dealer and consumer.

Cassie’s research shows that 88 per cent of U.S. drivers said the auto sector needs to make a significant shift towards greater transparency. And 85 per cent of consumers surveyed want some sort of reassurance that their data is properly anonymized.

Furthermore, 82 per cent of connected car drivers are not aware of how much data is being collected by their vehicle. And 79 per cent of connected car users are in the dark about the full range of data that is being collected, used, and shared.

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