Most global consumers are data pragmatists

    The European Union’s General Data Protection Regulation (GDPR) came into force last Friday and, with so much attention focused on how companies make use of personal data, a new global survey has found that most consumers take a pragmatic approach to the issue.

    According to the Global Alliance of Data-Driven Marketing Associations (GDMA), at least half (51%) of consumers across ten global markets are what it describes as “data pragmatists”.

    These are people who are happy to share their personal data with businesses on a case-by-case basis and as long as there are clear benefits for them in doing so.

    However, their number varies across the markets surveyed, ranging from just 39% in the Netherlands and 40% in Germany to almost three-in-five in Spain (59%), the US (58%) and Singapore (57%).

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