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Alma Media’s survey: Finns have a poor understanding of the use of their user data

Alma Media Corporation          Press release      9 March 2015, 10:00 a.m. EET


A substantial proportion of Finns have only a superficial understanding of how various online services use their user data.

This is particularly evident in the case of certain highly popular online services. According to a survey commissioned by Alma Media*, more than half of Finnish users of Facebook, for instance, admit to having a very poor or fairly poor understanding of what personal data, and data concerning their use of the service, Facebook is entitled to use. This is even more pronounced in the case of Google. 66% of the respondents indicated they have a very poor or fairly poor understanding of what Google does with their user data.

In light of the survey, it seems that ignorance about how websites utilise user data arises at least partly from users’ inadequate understanding of the terms of use of the services. According to the survey, only 12% of Finns read the terms of use thoroughly when registering with online services and almost one in four admit that they do not read the terms of use at all.

Ignorance promotes worries and also ungrounded fears about the misuse of user data. 79% of respondents of the survey are very or quite concerned about the possibility that businesses disclose their personal data to other businesses.

“I must say, I was a little surprised by the fact that so few Finns examine the terms of use of the online services they use. They are probably relieved to know that, in Finland, privacy protection regulations are strict compared to many other countries. At least when using the services of a reliable domestic operator, there should be no unpleasant surprises about how the user data is used,” says Tapani Huotari, ICT Manager at Alma Media.

Alma Media Group is committed to protecting the privacy of the users of its services. Read more about how Alma Media’s companies collect and use the data of the visitors to their websites.

*The online survey organised by the research company Cint took place in week 50 last year. A total of 1,037 Finns aged 18–70 responded to the survey. The error margin of the survey is +/- 3 percent.

For more information, please contact:
Rauno Heinonen, tel. +358 10 665 2251,

Alma Media in brief

Alma Media is a media company focusing on digital services and publishing. In addition to news services, the company’s products provide useful information related to lifestyle, career and business development. The services of Alma Media have expanded from Finland to the Nordic countries, the Baltics and Central Europe. In 2014, the company employed an average of 1,830 professionals (excluding deliverers), of whom approximately one quarter worked outside Finland. Alma Media’s revenue in 2014 totalled approximately EUR 295 million. Alma Media’s share is listed on NASDAQ OMX Helsinki. Read more at

  • Published: 9.3.2015, 10:00
  • Category: Press release, Releases

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