60% of European consumers open to Consent or Pay models
08/04/2025 | IAB Europe
New research (infographic) conducted by Kantar on behalf of IAB Europe reveals new insight into the views of European consumers involving online advertising, privacy, and the value of perceived free services.
The study of 10,500 participants across 12 European markets reveals that the average consumer benefits from approximately €212 worth of free online services per month. In addition, 60% of respondents report that Consent or Pay models are reasonable when the value exchange is clear to them. Furthermore, a significant majority of 80% prefer fewer, more relevant advertisements over a larger number of generic ads. The report indicates that the findings underscore the importance of transparency, relevance, and consumer choice for a sustainable digital ecosystem.
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