It’s a valid question, given this recent research by Consumer Intelligence;
New research from Consumer Intelligence highlights a significant disconnect between the insurance industry’s use of terminology and consumer understanding, with over one in three (38%) UK drivers reporting unfamiliarity with the term “telematics” a concept the industry has been promoting for more than two decades.
The finding underscores a broader challenge facing telematics adoption: even as the underlying technology becomes increasingly app-based and accessible, consumer comprehension of what insurers are selling remains stalled. While the industry often uses “black box” as a more recognizable alternative, many modern telematics policies operate through mobile applications, yet insurers continue to rely on technical terminology that confuses rather than clarifies.
The Communication Paradox
The Viewsbank.com survey of 742 nationally representative UK drivers conducted in October 2025 reveals the scale of the knowledge gap. With 38% of drivers unfamiliar with “telematics,” the industry faces a critical opportunity to reassess how it communicates these products at the point of sale. This communication failure has real consequences.
When drivers encounter telematics related policy requirements post-purchase, such as installing a monitoring app or black box device, many report feeling blindsided. In fact, just under one in five (18%) drivers have been asked to take monitoring-related steps after purchasing, with just over one in six of those (17%) claiming they were completely unaware these requirements existed before buying their policy.
Consumer Sentiment Reflects Trust Erosion
The research reveals a stark divide in how consumers respond to different telematics implementations. When asked about monitoring requirements post-purchase, sentiment is overwhelmingly negative:
• Over half of drivers (55%) would feel negatively about being asked to use a monitoring app
• 53% would feel negatively about a black box installation This negative sentiment spans all age demographics, suggesting that monitoring resistance is not generational but fundamental to consumer psychology around surveillance and privacy.
Matt Mather, Research Manager at Consumer Intelligence, said:
“In regard to telematics, consumers generally react negatively to the idea of having their driving monitored regardless of their age. Unless the industry gets better at communicating the benefits of such policies, consumers may continue to mistrust and avoid them.
” The Imperative: From Jargon to Clarity For insurers offering telematics products, the research points to a clear strategic opportunity. Clear communication about what telematics is, why data collection matters, and how monitoring benefits the customer could become a meaningful competitive differentiator in a crowded market.
Ian Hughes, CEO of Consumer Intelligence, said: “Telematics has the power to make insurance fairer, but fairness only lands when people trust it. The next phase for insurers isn’t product innovation, it’s rebuilding confidence. That means giving customers control, context, and clarity about their data.”
The data suggests that reframing telematics from “enforcement” to “empowerment” requires more than rebranding. It demands a fundamental shift in how insurers communicate the value proposition at every stage of the customer journey, starting with clear, accessible explanations of what telematics is and why it matters.
About the Research Findings are based on a nationally representative Viewsbank.com survey of 742 UK drivers conducted in October 2025.
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