(Executive summary) Data Dilemma: Canadian Consumer Attitudes Toward In-Car Data

Executive summary

One of the things people notice when they get in a new car is the amount of computer technology built into them. Carmakers are cramming more touchscreens, sensors, and other features into vehicles to make driving as effortless and enjoyable as possible.

But the flip side to this technology is that many new cars collect thousands of pieces of data about vehicle diagnostics, driving behaviours, in-car features, and infotainment systems. How much do vehicle owners know about the data their vehicles produce? Do they worry about the amount and types of information their car gathers, and—more importantly—who owns that data?