During a 2024 survey, ***percent of responding chief executive officers (CEOs) and marketing executives from 27 European countries said they used consent as a legal basis for marketing data collection. Legitimate interest was used by 37.2 percent of respondents.
among CEOs and marketing executives from medium-sized and enterprise-grade companies from 27 countries in Europe (most significant number of respondents came from Denmark, France, Germany, Netherlands, and Sweden, with each country accounting for 16.7 percent of respondents)
Method of interview
Computer-assisted web interviews (CAWI)
Supplementary notes
The source does not provide survey methodology for the 2023 data.
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Piwik PRO. (May 22, 2024). Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 [Graph]. In Statista. Retrieved July 13, 2025, from https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. "Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024." Chart. May 22, 2024. Statista. Accessed July 13, 2025. https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. (2024). Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024. Statista. Statista Inc.. Accessed: July 13, 2025. https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO. "Type of General Data Protection Regulation (Gdpr) Legal Basis Used for Marketing Data Collection in Europe in 2023 and 2024." Statista, Statista Inc., 22 May 2024, https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
Piwik PRO, Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 Statista, https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/ (last visited July 13, 2025)
Type of General Data Protection Regulation (GDPR) legal basis used for marketing data collection in Europe in 2023 and 2024 [Graph], Piwik PRO, May 22, 2024. [Online]. Available: https://www.statista.com/statistics/1612529/gdpr-legal-basis-marketing-data-collection-europe/
