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To explore how people in Europe think about the handling of their personal data and about privacy issues, the Vodafone Institute for Society and Communications initiated "Big Data - Potentials and Risks" - a survey of the consumer perspective in eight European countries. More than 8,000 Europeans were questioned in eight countries between August and September 2015. The survey addresses everyday situations in which consumers consciously or unconsciously disclose their personal data when it is collected by private companies or public institutions to enable customised products, services and experiences.

Download full copy of the results – Big Data survey (PDF)

Download Highlights – Big Data survey (PDF)