Opinion of consumers on explicit permission for using data 2018, by type of data

This graph shows the results of a survey about the opinion of consumer on explicit permission for using data in selected countries in 2018, by type of data. According to data, 32 percent of respondents affirmed that their primary retailer always took their explicit permission before storing or using their data regarding the shopping basket details like brands or product category. For health-related information, only 17 percent of consumers stated that the the retailer explicitly asked for consent to use or to store the data.

Share of consumers who say their primary retailer always takes their explicit permission before storing or using their data in selected countries* in 2018, by type of data

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Source

Release date

May 2018

Region

Worldwide

Survey time period

January to February 2018

Number of respondents

6,120 respondents

Age group

18 years and older

Method of interview

Face-to-face interview

Supplementary notes

The distribution of consumers' countries is the following: USA (21%), UK (10%), Germany (10%), India (10%), Netherlands (10%), Italy (10%), Spain (10%), France (10%) and Sweden (10%).

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Statistics on "Data usage in marketing and advertising "

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