When Sharing Personal Info with Brands, France's Internet Users Prefer to Keep It Casual - eMarketer

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When Sharing Personal Info with Brands, France's Internet Users Prefer to Keep It Casual

More willing to share less-personal insights in exchange for perks, personalized ads

January 25, 2017

Nearly 70% of adult internet users in France would be at least somewhat willing to share their personal information with brands in exchange for customized benefits, according to a November 2016 survey conducted by Publicis ETO. On the whole, the less invasive the information exchanged, the more willing respondents were to consider the idea.

Extent to Which Internet Users in France Would Be Willing to Share Personal Info with Brands in Exchange for Customized Benefits, by Type, Nov 2016 (% of respondents)

For example, just under 16% of those surveyed said they would be at least somewhat OK with sharing information about their savings accounts, and only about 25% of respondents said they would share information regarding their earnings in return for customized benefits.

On the other hand, respondents were less troubled by the idea of sharing more superficial information. For example, about 67% of those surveyed said they would be completely or somewhat willing to reveal information about their hobbies in exchange for customized benefits from brands, while 61% said the same about sharing their general area of residence.

The majority of internet users in France surveyed were less than thrilled about personal data being used to show personalized ads. For example, only about four in 10 of those surveyed said they found personalized ads that appeared in their social network feeds in accordance with displayed preferences at least somewhat acceptable, and only about one-third said they thought it was at least somewhat acceptable that brands on social networks could access their personal data on certain occasions and with their agreement in order to receive personalized orders and services.

—Ben Clague

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