- Those aged 30 to 40 are most likely to share data for rewards
- China, Mexico and Russia lead for people willing to share data
GfK asked people online to indicate how strongly they agree or disagree with the statement, "I am willing to share my personal data (health, financial, driving records, energy use, etc.) in exchange for benefits or rewards like lower costs or personalised service" - using a scale where "1" means "don't agree at all" and "7" means "agree completely".
Equal percentages of both men and women are firmly willing to share their data in return for benefits - both standing at 27%. However, more women than men class themselves as firmly unwilling, standing at 21% of women versus 18% of men.
People in their twenties and thirties are most likely to share their data, with a third saying they are firmly willing to do so (33% in their twenties and 34% in their thirties). They are followed by those aged 15 to 19 years old, at 28%.
People in China are most ready to share their personal data in exchange for benefits, with 38% of the online population saying they are firmly willing to do so and 8% firmly unwilling.
Other Asian countries polled included Japan and China.
Download findings for each of the 17 countries