If you choose to register your plastic Hop card or set up a virtual Hop card, we will ask for your first and last name and your email address. We will also ask you to choose a security question/answer and a 4-digit PIN to keep your account secure. We use your anonymous travel data (viewed in aggregate with other riders’ trips) to look at broad ridership trends and help us improve our service. We use your email address to send you important transactional messages about your account and payments (of which you cannot opt out) as well as occasional promotional messages about Hop features (of which you can opt out). And, we use your transaction data to help you when you contact us with a question about your account.