U.S. adults willingness to pay premium fees for personal data protection 2024, by age

Published by
Ani Petrosyan,
Mar 10, 2025

As of May 2024, 21 percent of respondents aged 18 to 24 in the United States expressed willingness to pay a premium for products or services from companies with more robust data protection. Additionally, 42 percent of users in the same age group said they were somewhat willing to pay extra for enhanced data protection. In contrast, only 12 percent of respondents aged 55 and older indicated they were very willing to pay a premium for products or services from companies with advanced data protection measures.

Willingness of adults in the United States to pay premium fees to companies with strong data protection as of May 2024, by age

CharacteristicVery willingSomewhat willingSomewhat unwillingVery unwilling
18 - 24 years 21% 42% 13% 24%
25 - 44 years 14% 49% 20% 17%
45 - 54 years 14% 44% 18% 24%
55 years and older 12% 48% 21% 19%
Showing entries 1 to 4 (4 entries in total)
Created with Highcharts 7.2.2Share of respondents21%21%14%14%14%14%12%12%42%42%49%49%44%44%48%48%13%13%20%20%18%18%21%21%24%24%17%17%24%24%19%19%Very willingSomewhat willingSomewhat unwillingVery unwilling18 - 24 years25 - 44 years45 - 54 years55 years and older
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%80%85%90%95%100%105%110%

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Release date

May 2024

Region

United States

Survey time period

May 10 to 13, 2024

Age group

18 years and older

Special properties

figures may not sum up to 100 due to rounding

Supplementary notes

The original question was phrased by the source as follows: "How willing would you be to pay a premium for products or services from companies with stronger data protection policies? by age"

967 - 1,742 responses; 951 - 1,724

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