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Willingness to share personal data with companies in Italy 2018, by generation

According to a survey conducted by Osservatori Digital Innovation in 2018, Italian millennials were the generation with the highest tendency to share their data with companies, especially if rewarded. Only 18 percent millennials would never agree to give away their data for advertising purposes, compared with 27 percent of baby boomers and 24 percent of generation X respondents. Similarly, millennials also were more willing to give away their data in exchange for money or products than respondents from previous generations.

Under which conditions would you agree to share your personal data with companies for advertising purposes?*

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In cooperation with
Osservatori Digital Innovation
Release date

July 2018



Survey time period

January 2018

Number of respondents

3,960 respondents

Age group

16-65 years

Special properties

Respondents with mobile internet access

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

*This question was phrased by the source as follows:"Per quali ragioni saresti disponibile a cedere informazioni su di te (sesso, età, indirizzo, tuoi interessi, etc.) alle aziende che fanno pubblicità?"
Multiple answers were possible.

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