Proof Point
Adults aged 20-39 years old more willing to share their personal data in exchange for rewards, while seniors are most unwilling, according to GfK global survey
Willingness to Share Personal Data in Exchange of Benefits or Rewards by Age
2017 (percentage of respondents)
| Note: | Data based on GfK's consumer survey of more than 22,000 respondents, aged 15 and above, in 17 countries: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, U.K., and U.S. Top 2 boxes (agreement) and bottom 2 boxes (disagreement) selected out of 7-point scale |
Proof Point Findings
- More Willing Young Adults – One-third of consumers aged 20-39 years old most willing to share their personal data with organizations in return for benefits or rewards, according to global survey by GfK
- Less Willing Seniors – Seniors, aged 60 and above, more averse to sharing their data, with 34% on average not willing
- Key Growth Drivers – Include increasing digitization of transactions, growing demand and value of consumer data, and heightening consumer need for personalized services
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Market Disruption |
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Business Model and Practices Business Model |
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Sector |
Cross-sector
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Date Last Updated |
September 20, 2018
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