AIA Canada’s latest Consumer Behaviour Series report, Data dynamics: Exploring vehicle owners data awareness, ownership, and sharing, 2024 edition, digs into what consumers really want when it comes to in-car data.

Modern vehicles generate huge quantities of data to keep sensors and systems running; some estimates suggest a connected car produces in excess of 25 gigabytes of data per hour. Others claim it’s more like 383 gigabytes an hour. 

Regardless, these figures pale in comparison to the estimate 4 terabites of data that the more sophisticated and connect autonomous vehicles pump out daily; the future of automotive is indeed data driven.

It may be a surprise to those used to working in the automotive space that only a minority of consumers have a clear idea about the data landcape that their vehicles operate in: only 29% of consumers are clearly aware who has access to their vehicle data; 28% a clear understanding of the amount of data; and only 27% have a clear understanding of the the different types of data their
vehicle produces.

Nonetheless, how they feel about sharing that data, is a critical component for the aftermarket, particularly on the road to a more equitable Right to Repair driven environment.

Specifically designed for Canadian auto care businesses, this report provides key findings on how Canadian vehicle owners perceive in-car data, including: Owner awareness of in-car data and data sharing  Consumer knowledge of telematics and how it impacts vehicle maintenance and more.

The research from this report will help inform Canadian auto care businesses on how they can better understand vehicle owners’ knowledge and perception towards data sharing, the right to repair, and how they can educate their customers on in-car data and what it means to maintain and repair their vehicles. 

Through a survey of vehicle owners, the AIA Canada and Quorus Consulting Group explored behaviours, attitudes and preferences regarding areas related to in-car data such as:

• Data sharing preferences
• Data ownership preferences and expectations,
• Self-assessed awareness of the types and quantity of data produced by their vehicle

The survey was designed to allow the research team to analyze the data across key demographic dimensions (age, gender, etc.), by region, and by various vehicle profile variables (type of vehicle, age of vehicle, warranty status, etc.).

This report is free to AIA Canada members, and available to non-members for $199 CAD. 

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