Are Internet Users in Finland Ready to Share Personal Data? - eMarketer
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Are Internet Users in Finland Ready to Share Personal Data?

Web users more likely to share email address

Internet users in Finland are hesitant to share personal information with companies, even in exchange for tailored communications. Research indicates that they are more likely to give out their email address than other contact details, and that the level of willingness varies by age.

Willingness to Share Select Types of Data with a Company in Exchange for Personalized/Targeted Communications According to Internet Users in Finland, Sep 2015 (% of respondents)

According to a September survey conducted by IROResearch for Fonecta, just 8% of web users in Finland would definitely provide a company with their email address in order to receive targeted or personalized messages. An even smaller share (5%) said they would definitely give out their home address, while just 3% said the same about their phone number.

It’s not all bad news for marketers, though. Nearly half (49%) of internet users surveyed said that they would probably hand out their email address in return for more relevant communications, bringing the total share of respondents who could be willing to provide a company with that information to 57%. The share of internet users who would definitely or probably give their home address was 37%, followed by 18% who would do the same with their phone number.

In terms of age, respondents ages 25 to 34 were the most likely to dish out their personal data to a company. Nearly 1 in 5 internet users (19%) in that age group said they would definitely share their email address in exchange for a more tailored experience. Nine percent said they would definitely provide their home address and 6% said they would do the same with their phone number.

Internet Users in Finland Who Would Be Willing to Share* Their Email Address with a Company in Exchange for Personalized/Targeted Communications, by Demographic, Sep 2015 (% of respondents in each group)

The oldest respondents—aged 65 and over—were the least prepared to share their personal details. Over half of web users in that age group (52%) said they would absolutely not give their phone number to a company in return for targeted or personalized messaging. Just under one-third (31%) said the same about their home address and 29% said they would definitely not give out their email address.

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