Global Travelers Willing to Trade Privacy for Smarter Transit Tools


Jun 27, 2014 6:00 am

Skift Take

Many travelers are already unknowingly sharing data on the road so taking control of that data and maximizing its benefit is a smart move that will gain popularity as mobile, data-informed planning become easier to access and understand.

— Samantha Shankman

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Today’s travelers are more willing to exchange their personal data for smarter travel tools than expected, according to a new report published by MasterCard.

Up to 67 percent of global travelers are willing to share data for a service that chooses the quickest public transit route for a specific journey or recommends the best time of day to travel.

Willing to share data for a service that… South Korea Brazil USA Sweden UK
… Chooses the quickest routes 67% 50% 47% 46% 40%
… Recommends the best time of day to travel 58% 52% 49% 46% 51%

In both cases, South Korean respondents were the most comfortable with the idea of trading data for personalized instructions. The UK and Sweden were the least comfortable with the idea.

However, having almost half of all respondents express willingness is high considering the general affliction to sharing data.

The report attributes the trend to a desire to avoid the most stressful parts of travel, which respondents cite as delays, missed flights, and being exploited by confusing transit options.

“The future is one in which travelers make their own data, preferences work for them and they are increasingly happy to (at the very least) try automated mobility services,” states the report.

“The benefit provided is that of speed and convenience, but perhaps more importantly, people will derive satisfaction from knowing that they are making the most efficient journey possible.”

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