Consumers Rate Most Trusted BMW, Audi and Toyota Auto Brands in U.S. Data Trust Index Survey
NEW YORK, October 5, 2021 / PRNewswire / – BMW has been ranked as an automotive brand by digitally savvy U.S. consumers, aged 18 to 49, with household incomes greater than $ 75,000 trust more to share their personal data. Luxury Institute and DataLucent’s innovative new Data Trust Index (DTI) measures the level of trust consumers place in data from their digital platform (Google, Facebook, Instagram, etc.) in exchange for mass, premium and luxury licenses . for rewards and benefits of value to them. BMW’s highest data confidence rating was obtained from a select group of 21 major mass, luxury and luxury auto brands. Audi and Toyota were ranked second and third respectively. BMW had the highest percentage of any auto brand with a measurement of ten percentage points above the next highest rated brand: Audi. Men are more willing than women to trust BMW with their data by a ratio of almost 2: 1. Interestingly, contrary to common mythology, older (40-49) and better-off ($ 150,000 + household income) consumers trust BMW with authorized access to their data more than younger and less consumers. well off by a statistically significant margin.
The DTI US survey is based on a nationally representative sample of 1,008 consumers aged 18 to 49, with a minimum income of $ 75,000 (total sample mean income of $ 200,000), with 54% men and 48% women. Respondents indicated that YouTube (82%), Google (79%), Facebook (78%), Amazon (76%) and Instagram (75%) were the digital platforms used regularly. On the most critical central question of the survey: 83% of all respondents, including 89% men and 78% women, are willing to license data from their digital platform, under their control, to brands they trust to use and meet their needs, and the needs of other consumers, in a personalized way.
The survey asked consumers to rate 21 major car brands. Consumers have indicated which of the brands, listed in alphabetical order, they would most trust to license their data for rewards and benefits of value to them. The complete list of brands includes Acura, Audi, BMW, Cadillac, Chevrolet, Ford, Genesis, GMC, Honda, Hyundai, Infinity, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche, Tesla, Toyota, Volkswagen and Volvo .
Luxury Institute and DataLucent will publish the top three brands in each category for the Data Trust Index (DTI), as rated by consumers, but will not make public their exact DTI scores, or the scores of other rated brands. DTI’s goal is to inspire brands to gain more customer trust so that they can access the most predictive data in a legal and ethical manner, directly from their valued customers and prospects for fair value. The ultimate goal is to help brands develop deeper, richer, and mutually loyal first-party data relationships with their customers and prospects. Brands can buy their DTI data and benchmark against category competitors, as well as their Data Confidence Opportunity Gap (DTOG). The Data Confidence Opportunity Gap is a measure of their DTI score compared to the 83% of consumers in the current survey who are willing to license their data. Upon request, the DTI team will conduct an exclusive personalized customer survey of each brand, across all customer segments, to identify gaps in DTI opportunities for each brand’s customers. In the personalized survey, consumers will be asked to share the top reasons why they rated the brand the way they did. Please contact [email protected] for more information.
“É Milton Pedraza, President of DataLucent and CEO of the Luxury Institute. “There is so much more to do in the automotive industry to gain the confidence to successfully lead brands in the new digital age. This groundbreaking measure, the Data Trust Index (DTI), will become one of the most critics of the health and long-term viability of the brand. We look forward to collaborating with brands through their own personalized metrics to help them develop the trust and access to the sharing of consumer data they need. to survive and thrive in the 2020s. “
About the Institut du Luxe
Luxury Institute is the world’s most trusted elite research, training and business solutions partner for luxury and premium product and service brands. With the largest global network of luxury executives and experts, Luxury Institute has the ability to provide its clients with high performance, cutting edge solutions developed by the best and most successful minds in the industry. Over the past 18 years, Luxury Institute has served more than 1,100 brands of luxury and premium products and services. Luxury Institute has conducted more quantitative and qualitative research with affluent, wealthy and very wealthy consumers than any other entity. This knowledge led to the development of Luxcelerate, its scientifically proven, emotional intelligence-based high performance education system that dramatically improves brand culture and financial performance. Luxury Institute also pioneered the Advanced Personalization Xchange (APX), powered by DataLucent, to enable wealthy consumers to license their digital platform data to premium and luxury brands they legally trust. , securely and privately in exchange for rewards and benefits at their fair value.
To learn more about Luxury Institute, please contact us at LuxuryInstitute.com.
DataLucent enables consumers to access and share complete and historical data on social media with brands in exchange for rewards, benefits and personalization through a legal, ethical, secure, transparent and privacy-friendly process. DataLucent’s patent-pending platform guides consumers through the process of requesting, downloading and transferring personal data from Facebook, Twitter, Google and other consumer platforms, then provides real incentives for individuals to share data with companies they love and trust. DataLucent transforms and integrates data on behalf of consumers across networks to provide brands with unparalleled insights into customers and consumers.
To learn more about DataLucent, please visit DataLucent.com.
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