NEWS27 January 2017

Those in their thirties most willing to share personal data for rewards

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GLOBAL — New research has revealed that 27% of internet users strongly agree that they are willing to share personal data in exchange for benefits, with those in their thirties most likely to do so.

Data handshake crop

The research, from GfK, was based on an online survey with 22,000 consumers, aged 15+, across 17 countries. 

GfK asked people to indicate how strongly they agreed or disagreed with the statement: "I am willing to share personal data (health, financial, driving records, energy use, etc) in exchange for benefits or rewards like lower costs or personalised service."

In contrast to the 27% that were firmly willing to share their data, 19% were firmly unwilling. 

Equal percentages ( 27%) of men and women were firmly willing to share data, but more women than men were firmly unwilling ( 21% compared with 18% of men). 

Those aged in their twenties and thirties were most willing to share data, at 33% and 34% respectively, followed by 15-19 year-olds ( 28%). 

People in China were most willing to share data ( 38%), followed by Mexico ( 30%), Russia ( 29%), and Italy ( 28%). 

Full results can be found here