September 6, 2018

How Do Internet Users Worldwide Feel About Companies Using Data/Personalization? April 2018 (% of respondents, by age)


A global survey asked consumers about companies using their data for personalization: do they understand how companies use their data, do they expect offers to be personalized, are they comfortable with companies using their data for personalized engagement. The results are broken out by age group.


Data is from the September 2018 Salesforce report titled "Trends in Customer Trust." 6,723 internet users and business buyers worldwide ages 18+ were surveyed online during March 26-April 12, 2018. The double-blind survey was conducted among third-party panelists (not limited to Salesforce customers) in Australia, Brazil, Canada, France, Germany, Hong Kong, India, Japan, Mexico, the Netherlands, New Zealand, the Nordics (Denmark, Finland, Iceland, Norway, Sweden), Singapore, the UK and the US. 33% of respondents were business buyers and the remaining 66% were general consumers.