This statistic displays the share of respondents to a 2017 survey saying they were likely to share personal information online in exchange for deals and other benefits in the United Kingdom (UK) in 2015 and 2017, by incentive type. Cash payments were the most persuasive incentive available, with 52 percent of respondents saying that they would exchange personal data for cash.
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DMA. (February 19, 2018). Proportion of people likely to share personal data in exchange for incentives in the United Kingdom (UK) from 2015 to 2017, by incentive type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/
DMA. "Proportion of people likely to share personal data in exchange for incentives in the United Kingdom (UK) from 2015 to 2017, by incentive type." Chart. February 19, 2018. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/
DMA. (2018). Proportion of people likely to share personal data in exchange for incentives in the United Kingdom (UK) from 2015 to 2017, by incentive type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/
DMA. "Proportion of People Likely to Share Personal Data in Exchange for Incentives in The United Kingdom (Uk) from 2015 to 2017, by Incentive Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 Feb 2018, /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/
DMA, Proportion of people likely to share personal data in exchange for incentives in the United Kingdom (UK) from 2015 to 2017, by incentive type ÌÇÐÄÆƽâ°æ, /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/ (last visited August 04, 2026)
Proportion of people likely to share personal data in exchange for incentives in the United Kingdom (UK) from 2015 to 2017, by incentive type [Graph], DMA, February 19, 2018. [Online]. Available: /statistics/487883/comfort-levels-in-sharing-personal-information-online-in-the-uk-by-type/
