In 2025, 76.9% of EU internet users protected their data online by taking steps to manage access to their personal data, an increase of 3.7 percentage points (pp) compared with 2023 (73.2%).
Majority of internet users (58.8%) chose not to allow their personal data to be used for advertising, while 56.2% restricted or refused access to their geographical location. The use of these protection measures has increased by 4.5 and 5.4 pp over the past 2 years, compared with 2023.
Limiting access to social media profiles or shared online storage also became more common, with 46.0% of internet users taking this step, an increase of 5.0 pp compared with 2023.