iConsumer Survey

McKinsey’s iConsumer research offers a single, cross-platform view of online consumers across geographies and key topics. Selected survey results relevant on project topics are attached.

• Single-source coverage of PC, mobile, tablet, television and other key platforms
• Over 150k consumers surveyed over time 
• Americas: US, Brazil 
• Europe: UK, France, Germany, Italy, Spain, Poland, Netherlands, Russia 
• Asia: China, India
• Period: Survey conducted in 2011

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Click on each survey statement below to view response graphs:

1. “I really don’t know how much of my personal information is available to other people online”

2. “Most people I know would never download illegally copied songs/albums”

3. “Constantly updating each other on the details of our daily lives is something my friends and I enjoy”

4. “If I did not post personal information about myself online, I would be at a disadvantage when it comes to potential opportunities (social or business)”

5. “If I have to see online advertisements, I strongly prefer the ads to be tailored to me based on the information I have posted online about myself”

6. “I always change the default privacy settings on social networking sites to be more restrictive of who can see my information”

7. “I rarely think about privacy settings for the social networks I am a member of”

8. “I know more than most people exactly what types of personal information about me is available online”

9. “I really don’t know how much of my personal information is available to other people online”

10. “Online identify theft is a major concern for me”

11. “I am willing to share personal information to receive coupons from places where I want to shop”

12. “I would like to receive coupons through my mobile phone when I’m the store and am willing to share my real-time location in order to do”

13. “Most people I know think there are situations where it is acceptable to download illegal copies of songs/albums”

14. “I believe that virtually all digital content (e.g., songs, video) should be free”