Consumers are increasingly willing to share their location data, according to new research by mapping and location platform services provider HERE Technologies.
The global survey of over 10,000 people found that, despite concerns about data privacy and security, over two-thirds (70%) share their location data at least sometimes and overall willingness to share location data has increased by two percentage points over the past year.
Consumers are more willing to share their data for something in return, such as increased safety and security, enabling a service or saving money. The research also indicates that people are more likely to share their location data if they know what it’s being used for.
This increased willingness to share location data is seen most clearly in the mobility sector, HERE Technologies found. Three-quarters (76%) of consumers globally are very likely to share their location data with navigation and mapping services, public transport, taxis and ride-hailing services.
But although consumers see the benefits of sharing their data, the majority (75%) are still concerned about sharing personal information digitally.
Acting as a trusted and reputable data collector is key to creating willingness to share both personal and location data, especially for tech-savvy consumers, HERE Technologies concluded.
“Our study clearly shows that consumer behaviour is shifting when it comes to Mobility as a Service,” said Aleksandra Kovacevic, engineering manager of privacy services at HERE Technologies. “More consumers are willing to share their location data with a variety of digital services – mapping, navigation and mobility ones in particular – if businesses and service providers are transparent about their approach to using consumer data.
“As mobility services and apps continue to proliferate, consumers see how essential their location data is in getting them from A to B. The onus, therefore, is on the businesses and governments to provide the infrastructure necessary to involve consumers as partners in data-first offerings. This will, in turn, create more intuitive services.”
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