Levels of comfort with data collection by social media networks in Sweden 2016

The statistic shows 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 Sweden as of April 2016. During the survey period, it was found that 5 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.

Comfort levels with social media sites' use of personal data in order to tailor content in Sweden as of April 2016

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Release date

June 2016



Survey time period

April 9 to April 18, 2016

Number of respondents

1,035 respondents

Age group

15 years and older

Method of interview

Face-to-face interview

Supplementary notes

Original survey question: "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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