among respondents from Belgium, Czechia, Denmark, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Spain, and Sweden
Method of interview
Online survey
Supplementary notes
Original question: "On the occasions you visited a website or online service and decided to accept data collection, what would you say were the main reasons behind accepting?" The survey was conducted in the following 12 European countries: Belgium (1,000 respondents), Czechia (1,000 respondents), Denmark (500 respondents), France (1,000 respondents), Germany (1,000 respondents), Ireland (500 respondents), Italy (1,000 respondents), the Netherlands (1,000 respondents), Norway (500 respondents), Poland (1,000 respondents), Spain (1,000 respondents), Sweden (1,000 respondents).
Citation formats
Reasons why consumers allow their data to be collected in Europe 2024
During a November 2024 survey carried out among consumers from 12 European countries, ** percent of respondents stated that they decided to accept data collection upon visiting a website or an online service because they were familiar with and trusted the site so they were comfortable accepting. Nearly * said they were just taking what seemed the easiest option.
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IAB Europe, & Kantar Media. (April 30, 2025). Reasons why consumers allowed their data to be collected online in Europe as of November 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 23, 2026, from /statistics/1611950/reasons-allow-data-collection-europe/
IAB Europe, und Kantar Media. "Reasons why consumers allowed their data to be collected online in Europe as of November 2024." Chart. April 30, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 23, 2026. /statistics/1611950/reasons-allow-data-collection-europe/
IAB Europe, Kantar Media. (2025). Reasons why consumers allowed their data to be collected online in Europe as of November 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 23, 2026. /statistics/1611950/reasons-allow-data-collection-europe/
IAB Europe, and Kantar Media. "Reasons Why Consumers Allowed Their Data to Be Collected Online in Europe as of November 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Apr 2025, /statistics/1611950/reasons-allow-data-collection-europe/
IAB Europe & Kantar Media, Reasons why consumers allowed their data to be collected online in Europe as of November 2024 ÌÇÐÄÆƽâ°æ, /statistics/1611950/reasons-allow-data-collection-europe/ (last visited July 23, 2026)
Reasons why consumers allowed their data to be collected online in Europe as of November 2024 [Graph], IAB Europe, & Kantar Media, April 30, 2025. [Online]. Available: /statistics/1611950/reasons-allow-data-collection-europe/
