Italy: mobile surfers willingness to be tracked online 2018

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According to a survey conducted by Osservatori Digital Innovation in 2018, mobile internet users in Italy were reluctant to be tracked online. They were more willing to be tracked online to get customized offers than to get personalized communications. With an average agreement score of 3.8, location tracking for personalized communication purposes was the least popular form of online tracking.

Would you agree to be tracked online by companies in the following ways?*

Characteristic	Average agrement score**
-	-
-	-
-	-
-	-

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Release date

July 2018

More information

Region

Italy

Survey time period

January 2018

Number of respondents

3,960 respondents

Age group

16-65 years

Special properties

Respondents with mobile internet access

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

*This question was phrased by the source as follows: "Saresti disposto a dare il consenso per il monitoraggio delle seguenti attività?"
**On a scale from one to ten.

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