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Press release
Technology|Trends and Forecasting|Consumer Life|Connected Consumer|United States|English

One-quarter of US consumers say they will trade personal data for benefits, rewards

New York, NY, 26.01.2017

* In GfK study of 17 countries, US results came in slightly below the global average of 27%

* US women are more reluctant to share personal information

* Chinese consumers are most willing to provide personal data

In a newly released GfK study of 17 countries, one in four (25%) US consumers strongly agreed with the idea of sharing personal data in exchange for benefits and rewards. This is slightly below the global average of 27%.

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.”

In addition, almost one-quarter (23%) of US consumers firmly disagreed with the idea of data sharing – slightly higher than the global average of 19%.

US men were more likely than women to strongly agree with the idea of providing personal information – 28% for men versus 22% for women. Levels of firm disagreement among men and women were also noticeably different, at 25% for women and 21% for men.

US consumers in the 30- to 39-year-old age group were most likely to express willingness to share data, with a 42% agreement rate. The 20-to-29 group came second, at 38%. Globally, the 20-to-29 and 30-to-39 age groups were almost equal in willingness, at 33% and 34% respectively.

People in China are most ready to share their personal data in exchange for benefits, with 38 percent of the online population saying they are firmly willing to do so and only eight percent firmly unwilling. Other countries with higher than average levels of willingness are Mexico (30%), Russia (29%) and Italy (28%).

US consumers were much closer to the global averages in both agreeing (25%) and disagreeing (23%) with information sharing in exchange for benefits.

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%).
By using GfK’s findings, businesses are able to save time and resources by recognizing in advance which target audiences in each country are likely to respond to standard data-sharing offers, and which audiences will require bespoke offers that are aligned with their specific mindsets.  

To download full findings for each of the 17 countries, visit www.gfk.com/global-studies/global-study-overview/

About the study

GfK conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.