Consumer Attitudes To Privacy - Spain

I N S E RT I M A G E
Consumer Attitudes To
Privacy – Spain
Prepared for the DDMA,
March 2018
Executive Summary (I)
! Spain has the highest proportion of Data Pragmatists out of the ten markets in our global
consumer survey - 59% of Spanish consumers can be categorised as Data Pragmatists.
Another 22% of respondents are Data Fundamentalists and 19% are Unconcerned.
! Data privacy concerns are pronounced in Spain with 81% of consumers indicating to be
relatively concerned about the issue of online privacy these days and only around a third of
respondents feeling more comfortable with data exchange than they did previously.
! Corporate trust is ranked as the top consideration most often when it comes to deciding
on sharing data. However, more transactional factors such as being able to get free products/
services in return and getting higher value goods for a lower price were rated equally high
when looking at which considerations consumers ranked in their top 3 concerns – this is
reflective of the strong pragmatic mindset in Spain in regard to data exchange.
! General awareness of online privacy is high as 84% of Spanish consumers indicate that
their awareness of their personal data privacy has been heightened by news headlines about
data security breaches and 7 in 10 consumers feel more aware of how their data is used and
collected than in the past.
! Nearly half (45%) believe that the exchange of personal information is essential for the
smooth running of society and 58% think that sharing data and personal information online is
part of the modern economy. However, just 40% of consumers think that they get improved
service in return for the personal data they give to companies – suggesting that there is a
discrepancy between the personal data that consumers feel they need to provide and the
benefits received in return.
2
Executive Summary (II)
! Businesses are perceived to benefit disproportionately from data exchanges. 87% of
Spanish respondents believe that businesses benefit the most, whereas only 5% think that
consumers benefit the most. Yet, there are positive signs for the future as 11% of Millennials
think that consumers benefit the most from data exchanges.
! Despite the high general awareness of data privacy, only 23% of consumers are
familiar with the new General Data Protection Regulation (GDPR) that will be introduced
in May 2018. However, 61% of respondents claim to be aware that they have the right to
request to see personal information held on them by any organisation.
! In accordance with the strong tendency towards Data Pragmatism, it is perhaps
unsurprising that around 4 in 5 consumers in Spain view their personal data as their property
that they can use for trading and a similar proportion indicate to prefer to hold their own
personal information and exchange it for services when they choose.
! Financial incentives for personal data outweigh non-monetary rewards and the most
important considerations for Spanish consumers in sharing data with companies are
transparency, explicit benefits, clear terms and conditions, and a flexible privacy policy.
! Around half of Spanish consumers would be happy to share personal data in
exchange for better services and offers and 47% say they like it when websites make
recommendations to them based on previous purchases they’ve made.
! Cross data sharing by businesses is supported by only 29% of consumers. However, 54%
said they would be happy for a government department to share their personal information
with other government departments to make public services more efficient.
3
Executive Summary (III)
! The vast majority of consumers in Spain (89%) would like more control over data
exchange. Yet around half of respondents feel they have little to no control over various data
sharing aspects such as preventing companies from sharing personal information with third
parties, preventing businesses from collecting information about them, and ensuring brands
use personal data for the purpose that was initially agreed upon.
! The pronounced desire for control is reflected in the interest in and usage of ad
blocking technology. Our research findings show that 37% of consumers have already
used ad blocking software with another 36% saying they’d be interested in using it.
! Perceptions of online privacy are changing: 77% of consumers agree that their definition
of privacy is changing due to the Internet and social media. Furthermore, 57% of consumers
indicate that there is more information about them on social networks than they would like.
! The willingness to share personal information depends on a number of different
factors. 3 in 5 consumers in Spain say that their willingness to share personal information
depends on the type of data that is requested and 55% indicate that their willingness is
contingent on the reason their data is required.
4
Data Segmentation
Key Findings
! From our customer segmentation we can see that the majority (59%) of Spanish consumers
can be categorised as Data Pragmatists. This group consists of people who are willing to
make trade-offs on a case-by-case basis when it comes to data sharing depending on
whether the service or service enhancement is worth the information requested.
! Additionally, 22% of consumers in Spain are Data Fundamentalists. This segment can be
characterised by their unwillingness to share personal data with organisations, even in return
for service enhancement.
! Lastly, 19% of respondents fall within the Unconcerned category, which entails that these
consumers are unconcerned about the collection and use of their personal data.
! The proportion of Data Pragmatists is relatively evenly distributed across demographics.
Older consumer groups are more likely to be Data Fundamentalists, while younger
consumers tend to be Unconcerned.
6
Data segmentation
Data segmentation based on a combination of willingness to exchange reasonable amounts of personal
information for better service and levels of concern about the issue of online privacy | 2017
100%
80%
60%
40%
Unconcerned
20% Fundamentalists
Pragmatists
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Millennials
Generation X
Baby boomers
Less than 599 Euros

600 - 1,099 Euros
1,100 - 1,699 Euros
1,700 - 2,699 Euros
2,700 Euros +
Right-click on chart and select Edit Data for demographic data
Source: Foresight Factory / DMA | Base: 1054 online respondents aged 18+, Spain, 2017 DMA 7
Attitudes to privacy
Key Findings
! More than 4 in 5 consumers in Spain (81%) indicate to be quite concerned about the issue of
online privacy these days – rating their level of concern to be between 7 and 10 on a scale of
10. Younger consumers show slightly less concern in this regard, with 74% of Millennials
displaying similarly high levels of concern about online privacy issues.
! Privacy is deemed to be a basic right by the vast majority (92%) of Spanish consumers,
rising to 96% among Baby-Boomers. This figure is notably lower among the youngest
consumer demographic of 18-24 year olds, where 80% believe that privacy is a basic right.
! Consumers in Spain still appear to be somewhat uneasy about data exchange as can be
seen from our data analysis. Only around a third (32%) of respondents said that they feel
more comfortable with the idea of exchanging some personal data with companies than they
did previously. Younger demographics show higher levels of familiarity with data sharing;
51% of 18-24 year olds agreed to feel more comfortable with data exchange than in the past.
! Furthermore, just over half of consumers (54%) indicated to be happy overall with the
amount of personal information they give to companies these days. Interestingly, Generation
X consumers appear to be the least satisfied with the amount of personal data they need to
hand over to companies and organisations.
! Finally, 49% of respondents believe that privacy is less of an issue nowadays as long as data
doesn’t get abused.
9
Concern about the
issue of online privacy
“On a scale from 1 to 10 where 1 is ‘not at all concerned’ and 10 is ‘very concerned’, how do you rate your
levels of concern about the issue of online privacy these days?” | 2017
Not at all concerned 1 2 3 4 5 6 7 8 9 Very concerned 10

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Privacy deemed a basic right
How much do you agree or disagree with the following statements? “Privacy is a basic right” | % who agree
strongly or agree | 2017
Strongly agree Agree

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Feeling more comfortable
with data exchange than in
the past
“How strongly do you agree or disagree with the following statements? I feel more comfortable with the idea
of exchanging some personal data with companies than I did previously” | % who strongly agree or agree |
2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Happiness with the amount of personal
information shared with organisations
“How strongly do you agree or disagree with the following statements? On the whole I am happy with the
amount of personal information I give to organisations these days” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“As long as data doesn’t get abused,
privacy is less of an issue these
days”
“How much do you agree or disagree with the following statements?” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Trust is a key
element to building a
healthy data culture
Key Findings
! Trust in an organisation is ranked as the number one consideration most often by Spanish
consumers when it comes to deciding whether they would be happy to share their personal
data. However, when we look at the factors that respondents ranked in their top three
considerations, being able to get free products / services and getting higher value goods for
a lower price were rated almost equally as high. This reflects the strong Data Pragmatists
mindset among Spanish consumers when it comes to data exchange.
! Furthermore, our research findings show that general trust in organisations closely mirrors to
what extent consumers trust organisations with their personal information. Doctors are by far
the most trusted by consumers in Spain, followed by government departments and banks.
! When looking at the types of personal information consumers say they find the most private,
their fingerprints, financial information and medical history are ranked the highest.
16
Situations in which people are happy to share
personal data
“Please rank the following in terms of what makes you happy to share your personal information with a
company” | Use the scale from 1 to 10 where 1 is ‘trust completely’ and 10 is ‘do not trust at all’ | % who rank
each option in their top three | 2017
0% 20% 40% 60% 80% 100%
I trust the organisation
I get free services and products in exchange
I can get higher value goods for a lower price
I get improved service
I get special offers tailored to me
It is a well-known brand
It is a brand or business I have bought from
My friends/family recommended them
It saves time (i.e. shopping lists/card details)
If I receive adverts that are of interest/relevance to
It is part of a group of companies that I deal with
They have good online reviews for their products
1 - Rank 1 2 - Rank 2 3 - Rank 3
Trust in organisations
“How much do you trust each of the following organisations generally? Please use the scale from 1 to 10
where 1 is ‘trust completely’ and 10 is ‘do not trust at all’ | % who trust this organisation generally (1-3) | 2017
0% 20% 40% 60% 80% 100%
Your doctor
Government Departments
Banks
Store retailers e.g. El Corte Ingles
Online retailers e.g. Amazon
Messaging apps e.g. WhatsApp, Facebook
Search companies e.g. Google
Charities
Supermarkets
Travel and leisure companies
Online media streaming companies e.g. Netflix,
Social networking sites e.g. Facebook
1 - Trust completely 1 2-2 3-3
Trusting organisations with
personal information
“How much do you trust each of the following organisations with your personal information? Please use the
scale from 1 to 10 where 1 is ‘trust completely’ and 10 is ‘do not trust at all’.” | % who trust this organisation
with their personal information (1-3) | 2017
0% 20% 40% 60% 80% 100%
Your doctor
Government Departments
Banks
Store retailers e.g. El Corte Ingles
Charities
Online retailers e.g. Amazon
Messaging apps e.g. WhatsApp, Facebook
Supermarkets
Search companies e.g. Google
Online media streaming companies e.g. Netflix,
Travel and leisure companies
Social networking sites e.g. Facebook
1 - Trust completely 1 2-2 3-3
Different types of personal data
“Which of the following types of information do you consider to be personal/private information about
yourself?” | Please rate on a scale from 1 to 10 where 1 is ‘highly personal information’ and 10 is ‘not very
personal’ to you | % who think this is personal information (1-3) | 2017
0% 20% 40% 60% 80% 100%
Your fingerprints
Your financial information
Your medical history
Your genetic information
Your IP address
Your 'voiceprint'
Your current location – where you are at any given
Your mobile phone number
Your online browsing history
Your social media data
Your postal address
Your employment history or status
Your weekly shopping details e.g. loyalty card data
Your political opinions
Your email address
Your religious beliefs
Your date of birth
Your name
Your marital/relationship status
1 - Highly personal information 1 2-2 3-3
Public awareness
and acceptance of
data exchange
Key Findings
! General awareness about personal data privacy is relatively high in Spain, with 84% of
consumers saying that recent news headlines about data security breaches have heightened
their awareness about their own personal data privacy.
! Almost half (45%) of respondents believe that the exchange of personal information is
essential for the smooth running of society, rising to 55% among Millennials. Moreover, 58%
of Spanish consumers think that sharing data and personal information online is part of the
modern economy.
! 7 in 10 consumers indicate that they feel more aware of how their data is used and collected
than in the past – a sentiment that is relatively evenly distributed across demographics.
! The same number of people (70%) say they expect to have to provide personal information
in the Internet age in order to buy something. A similar proportion of respondents expects to
have to share some of their personal details online in exchange for something they might
want e.g. personalised discounts or free online content.
! However, a smaller proportion of consumers (40%) believe that they get improved service in
return for the personal data they give to companies, which suggests that there could be a
discrepancy between personal information consumers feel they need to provide and the
benefits they actually receive in return.
! Similarly, just over a third (36%) of Spanish consumers displayed a relatively high willingness
(7-10 on a scale of 10) to exchange reasonable amounts of personal information for a better
service.
22
Awareness about personal data privacy
heightened due to recent news headlines
“How much do you agree or disagree with the following statements? Recent news headlines about data
security breaches have heightened my awareness about my own personal data privacy” | % who strongly
agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Viewing data sharing as essential for the
smooth running of modern society
“How strongly do you agree or disagree with the following statements? The exchange of personal information
is essential for the smooth running of modern society” | % who agree strongly or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“Sharing data and personal information
online is part of the modern economy”
“How much do you agree or disagree with the following statements?” | % who agree strongly or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“I feel more aware of how my data is used
and collected than in the past”
“How much do you agree or disagree with the following statements about social networks?” | % who agree

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Expecting to have to provide personal
information to buy something
“How strongly do you agree or disagree with the following statements? In the Internet age I expect to have to
provide personal information in order to buy things” | % who agree strongly or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Expecting to have to give personal data to
get something you want
“How strongly do you agree or disagree with the following statements? I expect to have to share some of my
personal details online in exchange for something I might want e.g. personalised discounts, free online
content” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Feeling that giving personal data to
companies improves service
“How strongly do you agree or disagree with the following statements? On the whole I feel that I get improved
service in return for the personal data I give to companies” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Willingness to exchange personal information
for better service
“On a scale from 1 to 10 where 1 is ‘not at all willing’ and 10 is ‘very willing’, how do you rate your willingness
to exchange reasonable amounts of personal information for better service?” | 2017
Not at all willing 1 2 3 4 5 6 7 8 9 Very willing 10

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Perceived benefactors of
the data economy
Key Findings
! Related to some of the points made in the previous section, businesses are seen to benefit
disproportionately from data exchanges by Spanish consumers. Our research findings
suggest that 87% of respondents think that businesses benefit the most from data sharing,
whereas only 5% believe that consumers benefit the most.
! Nonetheless, there are positive signs for the future data landscape in Spain - among
Millennials, 11% believe that consumers benefit the most from data exchanges.
32
Who benefits the most from personal data
exchange in Spain?
“In your opinion, who currently benefits the most from personal data exchange in Spain?” | 2017
Businesses Consumers e.g. me

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Rights and
Responsibilities
Key Findings
! Regardless of relatively high levels of general awareness about data collection and usage
among consumers in Spain, familiarity with the new General Data Protection Regulation
(GDPR) that will be introduced in May 2018 is lagging behind. In fact, only 23% of
consumers said that they are aware of the GDPR introduction.
! However, 61% of respondents claim to be aware that they have the right to request to see
personal data held on them by any organisation – rising slightly to around two thirds among
Millennials and Generation X consumers.
! Among those consumers who are aware that they have this right, only 20% have actually
taken action and requested to see this personal information. This figure is notably higher
among Millennials, however, rising to 34%.
! When it comes to responsibility for personal data security, approximately a quarter of
respondents think that consumers are responsible for their own data security, with another
quarter saying that government institutions should be held liable – only 7% think that this
responsibility lies with brands / organisations. Most consumers in Spain (39%) believe that
responsibility for data security should be held by a combination of these options.
35
Awareness of GDPR introduction in May
2018
“I am aware of the new General Data Protection Regulation (GDPR) that will be introduced in May 2018”

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Awareness of the right to see the personal
data an organisation has on you
“Are you aware that you can ask any organisation to see the personal data they hold on you?” | Yes | 2017
100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
Requesting to see personal information held
by a specific organisation
“Have you ever requested to see information held on you by a specific organisation?” | Yes | Among those
aware they can ask organisations for personal data | 2017
100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24*
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Pragmatists
Fundamentalists
Unconcerned
65+
Right-click on chart and select Edit Data for demographic data
Source: Foresight Factory| Base: 646 online respondents (those aware they can ask organisations for personal data) aged 18+, Spain, 2017 DMA 38
Responsibility for data security
“In your opinion, who should have ultimate responsibility for your data security?” | % who select each option |
2017
Me, the consumer Government institutions

Brands/organisations A combination of these options
100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
65+
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
The Consumer
Capitalist
Key Findings
! In a 2012 UK DMA report, we introduced the notion of ‘Consumer Capital’, which is created
when citizens see their personal data not as a manifestation of their privacy vulnerable to the
intrusion of snooping brands, but as a commodity “to be collected and traded to the benefit of
the individual consumer.”
! Given Spain’s relatively strong tendency towards Data Pragmatism, it is perhaps unsurprising
that 79% of respondents said that they view their data as their personal property to be used
for trading e.g. for better services and offers.
! Furthermore, 81% of Spanish consumers indicated to prefer to hold their own personal
information and exchange it for services when they choose.
41
Viewing data as personal property to be used
for trading
“How strongly do you agree or disagree with the following statements? My data is my property and I should
be able to trade it if I like (e.g. for better offers, services)” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Preferring to hold personal information in
exchange for services
“How much do you agree or disagree with the following statements about social networks? I would prefer to
hold my own personal information and exchange it for services when I choose” | % who strongly agree or
agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Data sharing vs. paid
for models
Data sharing vs. paid for models
“For each of the following services please state whether you would prefer to pay for the service or share
personal information in exchange for free access to the service” | % who select each option | 2017
0% 20% 40% 60% 80% 100%
E-mail (Gmail/Outlook)
Messaging apps (e.g. WhatsApp, Facebook

Messenger, Snapchat).
Social networks (e.g. Facebook, Twitter)
TV/Movie streaming services (e.g. Netflix, Amazon

Video etc.)
Music Streaming (e.g. Spotify, Apple Music etc.)
Online news subscriptions
1 - I would prefer to share personal information with this service to receive it for free
2 - I would prefer to pay for this service so that I do not have to share any personal information
Incentives for data
exchange
Key Findings
! When looking at incentives for sharing personal data, Spanish consumers tend to favour
monetary rewards (e.g. cash payments, discounted or free products / services, and loyalty
points) over non-monetary incentives (e.g. exclusive access to events and content,
personalisation, and signing a petition for a political/charitable cause).
! Additionally, 2 in 5 consumers in Spain agree that when they take advantage of free products
and services online, they are comfortable with the idea that brands take some of their data in
return. Furthermore, just over half (51%) of respondents say they would be happy to provide
personal data in exchange for better services and offers.
! Moreover, 53% of Spanish consumers would be prepared to share their email address to
receive exclusive offers from their favourite brands and 45% would be fine with sharing data
about their travel and leisure preferences to receive relevant offers.
! Almost two thirds (65%) of consumers think that the more personal or private a piece of
information is, the more they will expect in return from businesses and organisations.
! We also notice that the most important considerations for Spanish consumers in sharing
personal data with companies are transparency, explicit benefits, clear terms and conditions,
and a flexible privacy policy.
! Just under half (47%) of consumers like it when websites make recommendations to them
based on previous purchases they’ve made, rising to 58% among Millennials. Yet when it
comes to being recognised online, 45% indicate that they would like to control this more.
! Lastly, 34% of consumers said that they would be interested in a service that automatically
collects their data and trades it with brands for the best financial reward for them.
47
Exchanging personal data for various
incentives
“How likely would you be to share your personal information in exchange for the following incentives?” | %
who select each option | Please use the scale from 1 to 10 where 1 is ‘very likely’ and 10 is ‘not likely at all’”. |
% who answer 1-3 | 2017
0% 20% 40% 60% 80% 100%
Entirely free products or services
Direct financial reward e.g. cash payments
Loyalty points
Discounted products or services
Signing a petition for a political/charitable cause
Exclusive access to newly launched products or
Donations to charity
Access to exclusive events
Personalised products or services
Volunteering for a charity
Personalised advice that saves me time
Helping a company develop their product or service
Access to exclusive online media content
Personalised brand recommendations
1 - Very likely 1 2-2 3-3
Happy to exchange data for online services
“How strongly do you agree or disagree with the following statements? When I take advantage of free
products and services online, I am comfortable with the idea that brands take some of my data in return” | %
who strongly agree or agree | 2017
100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Willingness to provide personal information in
exchange for better services and offers
“How strongly do you agree or disagree with the following statements? I am happy to provide personal
information in exchange for better services and offers” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Reasons to share some data with a company
“In which of the following instances would you be prepared to share some of your data with a company?” | %
who select each option | 2017
0% 20% 40% 60% 80% 100%

My email address to receive exclusive offers from
my favourite brands
Data about my travel and leisure preferences to
receive relevant offers
Data about my interests and hobbies to receive
relevant information and offers from online sellers
Data about my location to help me find the fastest
route to my destination
Data about my DNA to help me uncover any
hereditary illnesses
Data about my social concerns to better connect
me with non-profit organizations that advance
None of these
Data about my spending to help me manage my

personal finances
Expectations of returns when sharing data
with companies
“How much do you agree or disagree with the following statements? The more personal or private I find a
piece of data I share with a business/organisation, the more I expect in return” | % who strongly agree or
agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Importance of various factors when sharing
personal information with a company
“How important are each of the following to you when sharing your personal information with a company?” | %
who select each option | 2017
0% 20% 40% 60% 80% 100%
Transparency about how my data is collected and

used
Any benefits for sharing my data are made explicit

at the start
The terms and conditions are easy to read and

understand
A flexible privacy policy that allows me to control

the types and amount of data I wish to share
The link between the data I share and the benefits

provided are clear
Options to combine different parts of my personal

data (e.g. financial, health, shopping) to ensure I
1 - Very important 2 - Important
Liking product recommendations based on
previous purchases
“How strongly do you agree or disagree with the following statements? I like it when websites make
recommendations to me based on previous purchases I’ve made (e.g. Amazon)” | % who strongly agree or
agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Reactions to being recognised by companies
online
“When you revisit a website and a company recognises you and what you previously bought, which of the
following applies?” | % who select each option | 2017
0% 20% 40% 60% 80% 100%
I would like to be able to control this more
It is the way the internet works
It saves me time
It is an intrusion of my privacy
It makes marketing more tailored to me
None of these
Automatic data collection and sharing
services
“How strongly do you agree or disagree with the following statements? I would be interested in a service that
automatically collects your data and trades it with brands for the best financial reward for you” | % who
strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Networked Data
Key Findings
! Our research findings show that only 29% of consumers in Spain would be happy for a
business to share their personal information with other businesses if it gives them more
tailored services and/or products, rising to 43% among Millennials.
! However, there appears to be a much higher level of confidence in the government when it
comes to data exchange. Indeed, 54% of respondents said they would be happy for a
government department to share their personal information with other government
departments to make public services more efficient.
58
Cross business data sharing
“How much do you agree or disagree with the following statements? I would be happy for a business to share
my personal information with other businesses if it will give me more tailored services and/or products” | %
who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Cross government data sharing
“How much do you agree or disagree with the following statements? I would be happy for a government
department to share my personal information with other government departments to make public services
more efficient” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Desire for control
Key Findings
! We observe that the overwhelming majority of Spanish consumers would like more control
over data exchange. In fact, 89% of consumers said that they would like more control over
the personal information they give companies and the way in which it is stored.
! Furthermore, around half of consumers in Spain feel they have little to no control over
particular aspects of data sharing: preventing companies from sharing personal information
with third parties, preventing businesses from collecting information about them, and
ensuring brands use one’s personal data for the purpose that was originally agreed upon.
62
Desire for more control over
data exchange
“How strongly do you agree or disagree with the following statements? I would like more control over the
personal information I give companies and the way in which it is stored” | % who strongly agree or agree |
2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Lack of control over aspects
of data sharing
“How much control do you think you have over the following? Please use the scale from 1 to 10 where 1 is ‘I
don’t feel I have any control at all’ and 10 is ‘I feel that I have complete control’” | % who answer 1 – 3 | 2017
0% 20% 40% 60% 80% 100%
Preventing companies from sharing my personal

information with 3rd parties
Preventing companies from collecting information

about me
Ensuring brands use my data for the purpose I

initially agreed to
The privacy settings that allow me to choose how

much data I choose to share
Choosing the rewards or benefits I receive in return

for sharing my data with companies
Being able to compel a company to delete any

information they have about me
1 - I don't feel I have any control at all 1 2-2 3-3
Rise of Ad Blocking
Key Findings
! The strong desire for control among consumers in Spain is reflected in the high interest in
and usage of ad blocking software, which enables consumers to take more direct control
over their data sharing.
! Our research findings show that 37% of respondents said they have already used ad
blocking technology, with a further 36% being interested in doing so.
! While ad blocking offers a form of control over data exchange, the adverse effect is that
consumers essentially opt out of the data sharing model altogether.
66
Interest / use of ad blocking
“Have you or would you be interested in using ad blocking software (e.g. a programme/software that removes
advertising you would normally see when browsing online)?” | 2017
Have used Have not used but would be interested in using

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Impact of a maturing
digital revolution
Key Findings
! We find that 77% of consumers in Spain agree that their definition of privacy is changing as a
result of the Internet and social media – a sentiment that is relatively evenly distributed
across demographics. Additionally, 58% of respondents say that being on social networking
sites has changed their view of what is and isn’t private, rising to 69% among Millennials.
! Furthermore, 57% of Spanish consumers indicate that there is more information about them
on social networks than they would like.
! Just under a third (30%) of consumers think it is ok for brands and companies to use social
networks to find out about people, with 43% of Millennials agreeing.
! Moreover, the same proportion of people believe that it doesn’t really matter these days who
looks at your profile on social networks.
! Lastly, 74% of Spanish respondents say that mobile internet is changing the nature of how
they deal with companies and 28% claim to not mind companies using mobile data to know
their location.
69
“My definition of privacy is changing due to
the internet and social media”
“How much do you agree or disagree with the following statements about social networks?” | % who strongly

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“Being on social networks has changed my
view of what is and isn’t private”
“How much do you agree or disagree with the following statements about social networks? Being on social
networking sites has changed my view of what is and isn’t private” | % who strongly agree or agree among
social networkers | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Source: Foresight Factory / DMA | Base: social networkers among 1054 online respondents aged 18+, Spain, 2017 DMA 71
“There is more information about me on
social networks than I would like”
agree or agree among social networkers | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Source: Foresight Factory / DMA | Base: social networkers among 1054 online respondents aged 18+, Spain, 2017 DMA 72
“I think it is ok for brands/companies to use
social networks to find out about people”

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“These days it doesn’t really matter who
looks at your profile on social networks”

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
“Mobile internet is changing the nature of
how I deal with companies”

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Not minding companies using mobile data to
know your location
“How much do you agree or disagree with the following statements? I don’t mind companies knowing where I
am (e.g. by using data about my location from my mobile)” | % who strongly agree or agree | 2017

100%
80%
60%
40%
20%
0%
Total
Male
Female
18 - 24
25 - 34
35 - 44
45 - 54
55 - 64
Millennials
Generation X
Baby boomers
Fundamentalists
Pragmatists
Unconcerned
65+
Hygiene factors for
data exchange
Key Findings
! The willingness to share personal information is contingent on a number of different factors. 3
in 5 consumers in Spain say that their willingness to share personal information depends on
the type of data that is requested with a further 55% indicating that their willingness depends
on the reason their data is requested.
! Other important considerations include whether the data will be shared with third parties,
whether they can delete the data shared at any time, and if the terms and conditions are
easy to understand.
78
Willingness to share personal
information dependent on various
factors
“My willingness to share my personal information is dependent on...” | % who select each option | 2017
0% 20% 40% 60% 80% 100%

The type of personal data being requested
The reason my data is required
Whether the data will be shared with third parties
Whether I can delete the data shared at any time
The terms and conditions are easy to understand
The benefit(s) I will get in return
The way in which the information is stored e.g. how
The brand/organisation requesting the information
How long my data will be stored
Being able to negotiate the rewards or benefits I
The amount of effort and time required
Whether I have seen news headlines or reports on
The opinions of friends and family towards data
None of these
My mood on any given day
Other (please specify)
I N S E RT I M A G E
Consumer Attitudes To
Privacy – Spain
Prepared for the DDMA,
March 2018

Consumer Attitudes To Privacy - Spain

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I N S E RT I M A G E

Less than 599 Euros

Not at all concerned 1 2 3 4 5 6 7 8 9 Very concerned 10

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

1 - Rank 1 2 - Rank 2 3 - Rank 3

0% 20% 40% 60% 80% 100%

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Not at all willing 1 2 3 4 5 6 7 8 9 Very willing 10

Businesses Consumers e.g. me

Strongly agree Agree

Right-click on chart and select Edit Data for demographic data

Me, the consumer Government institutions

Strongly agree Agree

Strongly agree Agree

0% 20% 40% 60% 80% 100%

Messaging apps (e.g. WhatsApp, Facebook

Social networks (e.g. Facebook, Twitter)

TV/Movie streaming services (e.g. Netflix, Amazon

Music Streaming (e.g. Spotify, Apple Music etc.)

Online news subscriptions

Strongly agree Agree

0% 20% 40% 60% 80% 100%

Data about my spending to help me manage my

Strongly agree Agree

0% 20% 40% 60% 80% 100%

Transparency about how my data is collected and

Any benefits for sharing my data are made explicit

The terms and conditions are easy to read and

A flexible privacy policy that allows me to control

The link between the data I share and the benefits

Options to combine different parts of my personal

Strongly agree Agree

0% 20% 40% 60% 80% 100%

I would like to be able to control this more

It is the way the internet works

It makes marketing more tailored to me

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

0% 20% 40% 60% 80% 100%

Preventing companies from sharing my personal

Preventing companies from collecting information

Ensuring brands use my data for the purpose I

The privacy settings that allow me to choose how

Choosing the rewards or benefits I receive in return

Being able to compel a company to delete any

Have used Have not used but would be interested in using

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree

Strongly agree Agree