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Types of personal data consumers would be most willing to sell to companies UK 2020

Although a majority of internet users aged between 18 and 75 years in the United Kingdom (UK) are still skeptical when it comes to personal data being collected by companies, a small share (36 percent) would be willing to share this data in return for financial compensation. These types of data mainly included purchase history and location data, while a slightly smaller percentage stated they were willing to sell their browsing history and online media consumption to companies.

Personal data consumers would be most willing to share with companies for financial compensation in the United Kingdom (UK) in 2020, by data type

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Release date

June 2020


United Kingdom

Survey time period

January 20 to May 6, 2020*

Number of respondents

3,197 respondents

Age group

18-75 years

Method of interview

Online survey

Supplementary notes

*The survey was conducted in two waves, between the 20th to 31st January 2020 and 27th April to 6th May.

Respondent breakdown for the UK: 2,218 respondents in wave 1,979 in wave 2

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Statistics on "Online privacy in the United Kingdom (UK)"

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