European companies may favor two of the same top data-gathering tools that their U.S. counterparts prefer – mobile apps and continuous monitoring of comments on social media – but more of them are already using what might be considered less proven tools. For example, 22% of European survey participants are collecting data from digital sensors (or similarly embedded digital devices), compared to 17% in the U.S. And 23% plan to use sensors by the end of 2017, compared to 16% in the U.S.
And far fewer U.S. companies expect to be gathering data from digital products they sell to customers’ computers by the end of 2020 than the number of European companies who anticipate doing so (4% vs. 8.5%). (See Exhibit II-3)
Some of the differences between the two regions can likely be traced to their very dissimilar geographies: Europe is fractured into smaller markets, characterized by their own languages and cultures. The cultural diversity encompasses ultra-progressive markets (such as The Netherlands) as well as countries characterized by more riskaverse attitudes (France). In addition, the regulatory environment in the EU regarding data protection reform has progressed with a much surer hand than it has in the U.S., giving companies a framework to feel confident about having ambitious plans for data collection
Exhibit II-3: European Companies Favor Mobile Apps for Listening to