Personal data in exchange for free access to online services may appear to be a balanced exchange in which everybody contributes equally. But are people really accepting of the commercial exploitation of their personal data, or do they find it uncomfortable? Do people want targeted advertising? Would they be willing to pay for services that are currently available for free?

In preparation for the International Data Protection Day 2016 The Norwegian Data Protection Authority carried out a survey looking into whether the public is comfortable with the commercial exploitation of their personal data.

Download the results from the survey (pdf)