BIG DATA

0 25 50 75 100
0 25 50 75 100
0 25 50 75 100
BIG DATA – opportunities AND RISKS
Views and
opinions
State of knowledge of how companies deal with data
I understand that companies who offer
free services […] will use my data in order
to market/advertise other companies’
products and services to me.
Ø 48%
Ø 35%
0 25 50 75 100
63 60
47 49
57 53
26
27
Agree
DE FR IE IT NL UK oben
CZ ES
CZ DE ES FR IE IT NL UK oben
15
23
32 38 37
49
52
36
Disagree
CZ DE ES FR IE IT NL UK
Nowadays, more and more companies try to
give their customers more control over data by
informing them about the privacy settings and
how they can adjust them.
Ø 39%
Ø 31%
0 25 50 75 100
50
41
40 40
42
36 39
25
Agree
CZ DE ES FR IE IT NL UK oben
CZ DE ES FR IE IT NL UK oben
23
35 34 32 28 27
42
28
CZ DE ES FR IE IT NL UK
Disagree
I know where and by whom my personal
data is collected and stored.
Ø 20%
Ø 58%
0 25 50 75 100
10 17 12 29 32
17 18 24
Agree
CZ DE ES FR IE IT NL UK oben
CZ DE ES FR IE IT 59 60 62 54 49
59
56
66
Disagree
CZ DE ES FR IE IT NL UK
To what extent do you agree with the following statements? Please use the scale from 1 „completely agree“ to 5
„completely disagree“. You can use the numbers in between to grade your answer. Base: split sample (n = 4.514-8.256).
The level of people’s knowledge of how companies handle
their data varies greatly between countries. Thus in total
just under half (48 percent) of the Europeans questioned
are aware that free services from companies are linked to
the collection of data for advertising purposes. In Germany
and Spain in particular, six out of ten respondents
agree with this statement (63 and 60 percent respectively).
Nonetheless, over a third (35 percent) is not aware of this
practice - with Italians and Czech being tail-light (27 and
26 percent agreement respectively).
The efforts by companies to give their users more control
over the collected data are perceived to different degrees
amongst the respondents: while 39 percent agree with
this statement (in Ireland even every second person), 31
percent recognise no discernible efforts and just over a
quarter (26 percent) want to take no clear position.
Just how acute the need for action is in this area becomes
evident in the question about people’s knowledge of which
bodies collect data and where they store this. Only two in
ten respondents here say they are informed about this (20
percent), while well over half (58 percent) are not.
16