---
title: "Mobility as a Service (MaaS): Earning User Trust Through Transparency"
description: Globally, 79% of users will share their location data specifically with navigation or mapping services/apps, provided these two expectations are met.
---

[Digital map and services insights from the ADCi Blog ](https://www.adci.com/blog)

# [Mobility as a Service (MaaS): Earning User Trust Through Transparency](https://www.adci.com/blog/mobility-as-a-service-earning-trust-through-transparency)

 Written by [Stacie Stobbe](https://www.adci.com/blog/author/stacie-stobbe) | Oct 22, 2019 2:15:00 PM

Consumers are conflicted about sharing their data. Concerns about how their information is handled — or mishandled — have three in five users reluctant to provide personal details. Yet, sharing location data is met with considerably less resistance1.

Globally, 70% of users are willing to share their location data at least sometimes, which is up two percentage points over the totals reported in 20181. The number jumps to 76% when users know their location data is being directly shared with industries that fall under Mobility as a Service (MaaS)1:

Source: HERE Marketing Intelligence, The Privacy Paradox Reloaded: Changes in Consumer Behavior and Attitudes since 2018, August 2019

 

## Transparency

The year-over-year growth in MaaS consumer confidence isn’t arbitrary. Data collector transparency about how location data is gathered and used is of major significance to users. About 30% need to feel in control of that experience.

For location data, the benefits of sharing are so clear there is little hesitation among users:

- 75% feel it increases personal safety and security1
- 75% find it necessary to enable a service1
- 68% want additional useful and relevant information, such as [accessing speed limit data](https://www.adci.com/blog/accessing-speed-limit-data-on-here-location-services)1
- 65% understand it provides additional service functionality1

## Trust

Transparency goes hand in hand with trust. If data collectors are proven to be trusted and reputable, 67% of users are “likely or very likely” to share their location data1. The same holds true for brand reputation — 64% of users will share if the brand soliciting location data is familiar and respected1.

While those percentages are impressive, they pale in comparison to the 79% of users across the world who are willing to share their location data specifically with navigation or mapping services/apps1. While partially attributable to need and convenience, the trust that users have in well-known, highly regarded data collectors such as[ HERE Location Services](https://www.adci.com/here/here-location-services/) when making the decision cannot be underestimated.

Transparency and trust continue to grow between users and providers, as does an understanding of how location technology influences everyday life and game-changing innovations. [Emerging Trends in Location Technology ](https://www.adci.com/here-location-services-fact-sheet)explores what’s new, now, and next. Click the button below for your copy of this handy reference guide.

**SOURCE**  
*HERE Marketing Intelligence, The Privacy Paradox Reloaded: Changes in Consumer Behavior and Attitudes since 2018, August 2019

[View full post](https://www.adci.com/blog/mobility-as-a-service-earning-trust-through-transparency)

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