It's clear that data security is on the minds of both consumers and dealers. It's less clear how to alleviate the data concerns both groups have. Consumers express serious reservations about sharing their personal data digitally with dealerships and lenders. Their comfort level is much higher for sharing the information in person at the dealership, according to an Automotive News-Cars.com survey. Meanwhile, consumer reservations are dealers' biggest worry point when it comes to protecting personal customer data, the survey showed.