United Kingdom

2,000

A nationally representative survey of 2,000 UK consumers were asked the same 30 questions during July and August 2015. The respondents were split as follows:

Male 49.5%

Female 50.5%

12.1% 18-24

16% 25-34

18.6% 35-44

17.2% 45-54

36.1% 55+

Netherlands

1,000

A nationally representative survey of 1,000 consumers in the Netherlands were asked the same 6 questions in September 2015. The respondents were split as follows:

Male 51.8%

Female 48.2%

17.6% 18-24

19.3% 25-34

19% 35-44

16.8% 45-54

27.3% 55+

Germany

1,000

A nationally representative survey of 1,000 consumers in Germany were asked the same 6 questions in September 2015. The respondents were split as follows:

Male 52.9%

Female 47.1%

22.1% 18-24

22.8% 25-34

18.2% 35-44

16.6% 45-54

20.3% 55+

Did you know

32% UK

27.2% Germany

21.7% Netherlands

32% UK

27.2% Germany

21.7% Netherlands

of people shop mostly online

37%

Consumers in the UK are willing to have a virtual consultation with their GPs

37% of UK consumers would prefer to have a virtual consultation based on their data and a smart database over a consultation with their current GP

45%

Consumers find contactless payments/cards valuable

45% of German consumers find tills that accept contactless payments/cards valuable (38% Netherlands, 29% UK)

What do you expect in exchange from a retailer for sharing your personal data?

Consumers in the UK, Germany and the Netherlands are willing to give away their data in return for better service, or even free services.

Personalised offers based on your search and purchase history

Personalised pricing based on your search and purchase history

Staff to make product recommendations based on your online history

92%

of 18-to-24 year olds in the UK own a smartphone

When consuming content online, the majority of UK consumers say it is important that they can access the same content across multiple devices.

Very important 26.9%
Quite important 40.4%
Not at all important 27.5%
I don't consume content online 5.7%

Some of the challenges ahead

Disruptive business models: the sharing-economy - a quarter (23.6%) of UK consumers say they have used an online platform to share travel, accommodation, skills, money goods or other products and services.

23.6%

When making online payments, security was highlighted as a major factor

UK 84.7%

Germany 75.5%

Netherlands 68.9%

Privacy policy or terms of service

52% of UK consumers (45% Netherlands, 40% Germany) say their confidence in sharing personal data when making a purchase depends on a retailer’s privacy policy or terms of service.

UK 52%

Netherlands 45%

Germany 40%

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The connected consumer: a life lived online