90% of consumers ages 18-24 are willing to share smartphone data if privacy protections are offered

Market Snapshot analyzes consumer research on attitudes on data sharing and personal experiences with COVID-19

DALLAS, Oct. 13, 2020reports among heads of US broadband households ages 18-24, 90% are willing to share smartphone data if privacy protections are offered. In contrast, just over 63% of those age 65+ are willing to share data.

Higher income households and those with higher levels of education are also more likely than lower income households and those with lower educational attainment to share their data.

“As COVID-19 continues to spread, more people will know someone who has contracted COVID-19, which will likely increase their willingness to share smartphone data,” said Jennifer Kent, Senior Director, Parks Associates. “Already 93% of US broadband households report lifestyle changes to limit the spread of the disease, so smartphone data in aid of contact tracing gives consumers an opportunity to take an active role in combating the virus.”

Consumers’

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TikTok Users in UK, Germany, France, Italy, Norway: Ages, Screentime, Open Rates

    

Photographer: Brent Lewin/Bloomberg

One in four Britons use TikTok every month, with 17 million regulars spending just over an hour a day on the app, signaling the upstart social network has built a local following almost half as large as Facebook Inc.’s in just three years. 

The data, seen by Bloomberg and contained within a presentation this summer from TikTok’s marketing solutions arm, TikTok for Business, shows that among that group four in 10 are between the ages of 18 and 24 as monthly active users, so-called MAUs. The average Brit uses the app for 66 minutes a day and opens TikTok 13 times in 24 hours. 

In comparison, marketing and research firms We Are Social and Hootsuite estimate Facebook has 37 million users in the U.K.

TikTok has grown prodigiously as more people seek entertainment during lockdowns triggered by the coronavirus. A similar presentation distributed in

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