The new Data Trust Index by Luxury Institute and DataLucent surveyed US adults aged between 18 and 49, with a minimum income of $75,000.
The study found BMW was the most trusted automotive brand among US adults. Digital savvy Americans aged between 18 and 49 with a household income above $75,000 are willing to share their personal data with BMW. Men were more willing than women to trust BMW with their data by a ratio of 2:1.
However, older (40-49) and more affluent ($150,000 household income) consumers trust BMW more with licensed access to their data than younger, less affluent consumers by a significant margin. In the ranking index, BMW was followed by Audi and Toyota as the most trusted automotive brands.
The survey was conducted with 1,008 consumers, with 54% male and 48% female. The respondents further said they use YouTube (82%), Google (79%), Facebook (78%), Amazon (76%) and Instagram (75%) regularly. Additionally, a vast majority of consumers also said they are willing to licence their digital platform data, under their control, to brands they trust to use and serve their needs, and the needs of other consumers, in a personalised way.
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