Global: shoppers willing to share personal data 2022

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During an October to November 2022 survey carried out among consumers worldwide, 43 percent of all respondents were willing to share their personal data via surveys, interviews, and online forms. The highest share of respondents feeling comfortable with such data collection stood among millennials, at 51 percent.

Share of shoppers willing to share personal data such as demographics or product preferences worldwide as of November 2021 and 2022, by generation

Characteristic	November 2021	November 2022
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Release date

January 2023

More information

Region

Worldwide

Survey time period

October to November 2022

Number of respondents

11,300 respondents

Special properties

across 11 countries: Australia, Canada, France, Germany, Italy, Japan, the Netherlands, Spain, Sweden, the UK, and the US. 992 Gen Z consumers, 3,264 Millennial consumers, 3,332 Gen X consumers, 3,712 Boomer consumers

Supplementary notes

The type of the survey were not specified by the source.

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