Stop, start, continue: Rethinking mobility data sharing

The conversation around mobility data sharing continues to evolve at a rapid pace. For businesses and consumers alike, there is a delicate interplay between effective data management, a desire for personalized products and services, and the development and marketing of those products and services to interested audiences.  

Consumers worry about access to their data, and even with transparent privacy statements provided, they can sometimes be confused about how it is being used. In a 2023 Pew survey, 81% of U.S. adults expressed concern with how companies used their data, and 67% had little to no understanding of how the data was being used.[1] At the same time, businesses increasingly realize that partnerships around data sharing will fuel innovation.  

 When businesses consistently communicate that data will be collected, used, and shared safely and responsibly and foster transparency with both business partners and consumers, they can better bridge the gap between trust and innovation.  

Key takeaways 

• Transparency builds trust: Showing consumers how their data is used before selling products can increase engagement and confidence. 
• Consumer choice is strategic: Communicating legal requirements is a necessity, and businesses should center them — and make them consumer-friendly — as a core feature of their overall data governance approach. 
• Context matters: Consumers care about the safety and privacy of their data; companies must proactively address these concerns. 
• Industry must lead: Standards, seals of approval, and collaborative communication are essential to shifting public perception. 

Stop: Viewing legal compliance and consumer sentiment separately  

The mobility ecosystem is caught in a “privacy paradox:” Consumers already derive significant value from apps and tools that collect their mobility data but also express anxiety around how that data is monetized and managed. A 2024 Deloitte survey found that 90% of consumers feel that technology companies should do more to protect their data.[2] The collection of mobility data may feel particularly sensitive because of its connection to our physical movement and behavior. And with AI-powered innovation, data gathering increasingly happens in real time with the potential for greater identifiable context, creating the potential for consumer misunderstanding and mistrust.  

An Arity survey found that U.S. drivers are willing to share their data with entities that directly impact their wallets and their experience behind the wheel. Over half (54%) would share with auto insurance companies, and 51% would share with vehicle manufacturers.  

However, only 42% of drivers would share with city, state, and federal officials – but if they understand that sharing their driving data might prevent loss of life, they are more likely to say yes. In fact, 86% of drivers expressed a willingness to share their driving data if it contributed to preventing loss of life on the roads.[3]    

Actively acknowledging the emotional and psychological dimensions of mobility data sharing can reframe the conversation and create a foundation to start building trust.  

Start: Building trust with consumers and partners 

Trust can only be created when both consumers and businesses are active partners and participants in the mobility data ecosystem.  

Clarify the value proposition 

Consumers are more willing to share their mobility data when they understand the direct benefits, such as lower insurance premiums, personalized goods and services, or enhanced safety features. For example, if you have a membership with a favorite hotel chain, you can opt in to receive nearby dinner options with targeted money-saving offers. Providing tools that allow consumers to see, understand, and improve their driving will also encourage them to share their data. A driving behavior score, for example, can give consumers insight into their driving habits and lead to lower premiums as a result.  

Share your mobility data protection plan 

No two pieces of mobility data are the same. State-level regulatory issues and privacy concerns for managing data will vary depending on the context. Maintaining personally identifiable information adds complexity both for the enterprise holding that data and for any partners who are part of that data ecosystem.  

Continue: Collaborating across the mobility ecosystem – with consent at the center 

Partnerships are already a central feature of the mobility ecosystem – not one enterprise has access to all the data, and collaborations create the opportunity for more powerful products and innovations. But if you’re coordinating with multiple partners to gather, manage, and analyze mobility data, and you aren’t thinking about consumer transparency and choice until the end of your product development process, you’re missing opportunities to build and reinforce consumer trust and value.  

As an example, think of all the partners in the typical car-buying process: the vehicle manufacturer, the dealership, the insurer, the lender, the third-party on-board subscription options. When do each of these partners access consumer driving behavior data or share it with each other, and when is the consumer made aware of this? How do car buyers receive meaningful notice and share choices with  each partner during the purchase process? The dealership is where the car buyer will first encounter a request for data-sharing – is the dealer doing an effective job in guiding the consumer through the process and making the value proposition clear?   

Keeping the consumer’s interests front and center during your development phase sets all participating partners up for success and improves the consumer experience once a product hits the market. 

A call for industry-led change 

Building a transparent and ethical mobility data ecosystem requires an industry-wide commitment to responsible stewardship. Consent must be clear, potential misperceptions should be addressed and clarified, and the consumer benefits of data sharing need to be tangible.  

As regulations may begin to lag technological advancements, the transportation industry should take the lead. One approach: collaborate to standardize data management and use, guided by self-imposed principles.  

Partnering with consumers around data sharing isn’t just a one-time event – it’s a lifecycle strategy that creates value for all parties. 

 

[1] Pew Research Center. (2023, October 18). How Americans view data privacy. Retrieved from https://www.pewresearch.org/internet/2023/10/18/how-americans-view-data-privacy/ 

[2] Deloitte. “New Deloitte Survey: Increasing Consumer Privacy and Security Concerns in the Generative AI Era.” Deloitte US Press Room, 2 Dec. 2024, https://www.deloitte.com/us/en/about/press-room/increasing-consumer-privacy-and-security-concerns-in-the-generative-ai-era.html. 

[3] In February 2024, Arity surveyed 1,000 drivers in the U.S. about their attitudes toward driving safety and their willingness to share driving data. All respondents were 18 years or older at the time of survey taking, owned a mobile phone and a driver’s license, and drove at least once per week. The survey was completed via an online platform. Respondents received monetary compensation to incentivize participation.