DDMA, the branch organisation for marketing and data carried out an investigation in 2016 into what Dutch people think about data and privacy.

The research showed that 38% of respondents are not concerned about this thematic. Only 28% of Dutch people are relatively worried about data exchange and privacy, but share his or her data as little as possible or not at all. 75% of consumers are willing to share data, while 89% of them indicate that the business world benefits most from this in the current situation. Whether consumers consider the latter to be problematic remains the question: only 9% are willing to pay businesses for their privacy.  

According to the branch organisation, the most important lesson for organisations is that the Dutch consumer accepts data exchange as a part of the modern economy, but does not feel that he or she benefits most from it. Read more about it on their website.