Optimisation Over Reform - Consumer Attitudes Towards Personalised Advertising, Privacy, and the Value of Free Online Services

IAB Europe’s latest consumer study offers fresh insights into how European consumers perceive online advertising, data privacy, and the value exchange that supports free digital services. 

The study, conducted by leading research firm Kantar, surveyed internet users aged 16 and above across 12 European markets to ensure a representative sample of EU consumers. A total of 10,500 interviews were conducted—1,000 in Germany, France, Italy, Spain, Poland, Sweden, the Netherlands, Czechia, and Belgium, and 500 in Denmark, the Republic of Ireland, and Norway.

This report provides a comprehensive overview of those consumer attitudes and their implications for the future of digital advertising and policy.

Key findings include:

• The average European benefits from €212 worth of free online services per month.
• 60% of consumers consider a 'pay or consent' model reasonable when they understand the value exchange.
• 80% prefer fewer, more relevant ads over generic, mass-distributed ones.

As discussions around digital privacy continue, this study underscores the importance of transparency, relevance, and consumer choice in maintaining a sustainable digital ecosystem. These insights are critical for policymakers, industry leaders, and stakeholders navigating the evolving regulatory landscape.

• Download the full study here.
• View key findings in our infographic here.
• Watch an overview of the insights in our short animated video here