Source: Microsoft [download page]
Notes: Consumers are more aware of and more likely to be using digital devices and apps that track their own habits and activities than those that track data from things they own (such as their cars and appliances), according to a Microsoft survey of 13,200 online adults aged 16-54 from 13 countries. Meanwhile, services used to exchange personal data for rewards/benefits and tools to manage the information shared online were each used by or of interest to half of the study’s respondents.
About the Data: The countries included in the Microsoft survey were: Brazil; Canada; China; France; Germany; Italy; the Netherlands; Russia; Spain; Sweden; the UAE; the UK; and the US. The survey was fielded in November 2014.