EU-28: comfort level with data collection by social media 2016

This statistic displays the findings of a survey on the distribution of comfort levels over the use of personal online activity data by social media sites in order to provide personalized online advertisement or content in the European Union (EU-28) as of April 2016. During the survey period, it was found that four percent of respondents reported that they were very comfortable with the fact that online social media platforms collect their personal data in order to tailor personalized web experience.

Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016*

Characteristic	Share of respondents
Very comfortable	4%
Fairly comfortable	22%
Fairly uncomfortable	25%
Very uncomfortable	17%
Do not use the Internet	18%
Do not use search engines	9%
Do not know	5%

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Release date

June 2016

More information

Region

Survey time period

April 9, 2016 to April 18, 2016

Number of respondents

27,969 respondents

Age group

15 years and older

Method of interview

Face-to-face interview

Supplementary notes

* The original survey question was phrased as follows:
"QD5.2 To what extent are you comfortable or not with the fact that online social networks use information about your online activity and personal data to tailor advertisements or content to what interests you?"

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