Proof Point
Chinese, Mexican, and Russian consumers most willing to share personal data for rewards or benefits, while consumers in Germany, France, and Brazil least willing, according to GfK survey
Willingness to Share Personal Data in Exchange of Benefits or Rewards by Country
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
- Global Average – Only 27% of consumers globally are willing to share personal data with organizations in exchange for rewards or benefits, such as lower prices and personalized services
- More Open Countries – Chinese (38%) consumers in GfK survey most willing to share their personal data in exchange for rewards or benefits, followed by Mexico (30%), and Russia (29%)
- Least Willing Nations – Germany, France, and Brazil expressed strongest disagreement at 40%, 37%, and 34% respectively of organizations collecting their personal data even if promised with rewards or benefits
- 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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Business Model and Practices Business Model |
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Cross-sector
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Date Last Updated |
November 15, 2018
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