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According to a survey conducted in May 2024, 45 percent of respondents in the United States were somewhat willing to purchase premium products or services from companies with stronger data protection policies. The same trend can be noticed among different age groups, as more than 40 percent of U.S. respondents in each age group were somewhat willing to buy premium products when it came to data protection. Around half of respondents aged between 25 and 44 were willing to pay extra for better data security, while a comparatively smaller share of 42 percent among respondents aged 18 to 24 years old were willing to do so.