* The original survey question was phrased as follows:
"QD5.3 To what extent are you comfortable or not with the fact that online marketplaces use information about your online activity and personal data to tailor advertisements or content to what interests you?"
Citation formats
Levels of comfort with data collection by online marketplaces in the EU-28 2016
This statistic displays the findings of a survey on the distribution of the levels of comfort with data collection and use by online marketplaces to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016. During the survey period, it was found that **** percent of respondents reported that they were very comfortable with the fact that online marketplaces collect and use their personal data in order to tailor personalized web experiences.
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European Commission. (June 9, 2016). Distribution of comfort levels with data collection and use by online marketplaces in the European Union (EU-28) as of April 2016* [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/
European Commission. "Distribution of comfort levels with data collection and use by online marketplaces in the European Union (EU-28) as of April 2016*." Chart. June 9, 2016. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/
European Commission. (2016). Distribution of comfort levels with data collection and use by online marketplaces in the European Union (EU-28) as of April 2016*. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/
European Commission. "Distribution of Comfort Levels with Data Collection and Use by Online Marketplaces in The European Union (Eu-28) as of April 2016*." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 9 Jun 2016, /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/
European Commission, Distribution of comfort levels with data collection and use by online marketplaces in the European Union (EU-28) as of April 2016* ÌÇÐÄÆƽâ°æ, /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/ (last visited August 04, 2026)
Distribution of comfort levels with data collection and use by online marketplaces in the European Union (EU-28) as of April 2016* [Graph], European Commission, June 9, 2016. [Online]. Available: /statistics/602892/levels-of-comfort-with-data-collection-by-online-marketplaces-in-the-eu-28/
