Data awareness, ownership and sharing: Vehicle owner’s attitudes towards in-car data

With vehicles getting more and more complicated, they are beginning to become more like computers on wheels. And just as a home computer, tablet or smartphone collects data about their users, modern cars are gathering more and more data about the condition of the vehicle and the people who drive them. 

How much do Canadians know about the kind and amount of data their vehicles collect? Who do they think should have access to and control over that data?  

This report draws on a survey of vehicle owners, looking at their attitudes and preferences around in-car data, such as: 

• Who they think owns their data and who they feel should. 
• How much they know about the types and quantity of data produced by their vehicle. 
• What they know about who gets to see their vehicles’ data. 

The Consumer Behaviour Series helps AIA Canada members stay ahead of the curve, with hard data and analysis that lets businesses make the strategic decisions they need to stay competitive in an ever-changing auto care industry.