More people firmly agree with sharing personal data, in return for rewards, than firmly disagree, according to a new survey by GfK.
Over a quarter (27%) of internet users across 17 countries strongly agree that they are willing to share their personal data, such as health, financial, energy use or driving records, in exchange for benefits like lower costs or personalised service. This contrasts to 19% who are firmly unwilling to share their data.
GfK asked people online to indicate how strongly they agree or disagree with the statement, “I am willing to share my personal data (health, financial, driving records, energy use, etc.) in exchange for benefits or rewards like lower costs or personalized service” – using a scale where “1” means “don’t agree at all” and “7” means “agree completely.”
Equal percentages of both men and women are firmly willing (top two boxes) to share their data in return for benefits – both standing at 27%. However, more women than men class themselves as firmly unwilling (bottom two boxes), standing at 21% of women versus 18% of men.
People aged in their twenties and thirties are most likely to share their data
People aged in their twenties and thirties are most likely to share their data, with a third saying they are firmly willing to do so (33% and 34% respectively). They are followed by those aged 15 to 19 years old, at 28%.
People in China are most ready to share their personal data in exchange for benefits, with 38% of the online population saying they are firmly willing to do so and only eight% firmly unwilling. Other countries with higher than average levels of willingness are Mexico (30%), Russia (29%) and Italy (28%).
The five countries with the highest levels of people firmly against sharing their data are Germany (40%), France (37%), Brazil (34%), Canada (31%) and the Netherlands (30%).