Limitations are particularly apparent when it comes to the type of data offered for sale. For example, 61 percent of Germans are willing to provide trustworthy companies with information on their purchasing decisions and preferences for products and brands in return for money, closely followed by personal details (57%). But when it comes to fitness or health data (38% / 18%) Germans are much more cautious than the European average (51% / 31%). As in all other countries surveyed, account or credit card details, and insight into your bank account, are considered particularly sensitive. Only very few (less than 10 percent) are willing to disclose this data for compensation. Surprisingly, sensitivity about disclosing the various kinds of data is very similar overall in all countries.
Around one in three consumers in Germany would enter into a “data for compensation” deal. And as many as 78 percent would sell at least one item of personal information for money, provided the company concerned is trustworthy. When asked about specific forms of compensation, around half prefer discounts (50%) or material rewards (47%), while privileged customer status (18%), taking part in prize draws (14%) and better services (13%) are not as appealing.