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This statistic displays the findings of a survey on the distribution of comfort levels over the use of personal online activity data by social media sites in order to provide personalized online advertisement or content in the European Union (EU-28) as of April 2016. During the survey period, it was found that four percent of respondents reported that they were very comfortable with the fact that online social media platforms collect their personal data in order to tailor personalized web experience.
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Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016*
Characteristic
Share of respondents
Very comfortable
4%
Fairly comfortable
22%
Fairly uncomfortable
25%
Very uncomfortable
17%
Do not use the Internet
18%
Do not use search engines
9%
Do not know
5%
0%5%10%15%20%25%30%
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Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016*
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* The original survey question was phrased as follows:
"QD5.2 To what extent are you comfortable or not with the fact that online social networks use information about your online activity and personal data to tailor advertisements or content to what interests you?"
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European Commission. (June 9, 2016). Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016* [Graph]. In Statista. Retrieved November 14, 2025, from https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/
European Commission. "Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016*." Chart. June 9, 2016. Statista. Accessed November 14, 2025. https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/
European Commission. (2016). Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016*. Statista. Statista Inc.. Accessed: November 14, 2025. https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/
European Commission. "Distribution of Comfort Levels with The Use Personal Data by Social Media Sites in Order to Provide Personalized Online Advertisements or Content in The European Union (Eu-28) as of April 2016*." Statista, Statista Inc., 9 Jun 2016, https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/
European Commission, Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016* Statista, https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/ (last visited November 14, 2025)
Distribution of comfort levels with the use personal data by social media sites in order to provide personalized online advertisements or content in the European Union (EU-28) as of April 2016* [Graph], European Commission, June 9, 2016. [Online]. Available: https://www.statista.com/statistics/602888/levels-of-comfort-with-data-collection-by-social-media-networks-in-the-eu-28/
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