Levels of comfort with data collection by online marketplaces in Denmark 2016

The statistic shows the findings of a survey on the distribution of the levels of comfort with data collection and use by online marketplaces to provide personalized online advertisements or content in Denmark as of April 2016. During the survey period, it was found that 12 percent of respondents reported that they were very uncomfortable with the fact that online marketplaces collect and use their personal data in order to tailor personalized web experiences.

Comfort levels with data collection by online marketplaces among Danish individuals as of April 2016

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Release date

June 2016



Survey time period

April 9 to April 18, 2016

Number of respondents

1,010 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 search engines use information about your online activity and personal data to tailor advertisements or content to what interests you?"

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