An in-depth study by GfK, based on online surveys with over 11,000 internet users, explored the types of content consumers access online, their attitudes to data-driven advertising, and their willingness to pay for content as an alternative to advertising. With two-thirds of users never paying for services or content, the report demonstrates that the European online experience is essentially free and ad-supported, proving that ultimately the most Europeans’ use of the internet depends on data-driven advertising.
During the webinar, Gonzalo Zavala, Associate Director at GfK, presented the key findings and reflected on some of the country-specific results.
Missed the webinar? Watch the video here.