How would you rate your “data maturity”?

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What are the social benefits of the data economy? How do citizens use data in their daily life?

According to a new report in the EU Data Market study, 2.8% of EU citizens are using data to drive their decisions. While data driven decisions can be made through listening to music on spotify, connecting to friends on social networks; of particular relevance are those in the areas of health and wellness wherein health apps and wearables enable the tracking, and analysis of users´ activity. It gives them the opportunity to make data-driven decisions based on their lifestyle. These citizens are expressing data maturity, which means making informed decisions or lifestyle changes informed through data.

How many Europeans are ‘data mature’?

The study measures “data maturity” of European citizens by estimating the percentage of population taking data-driven decisions. It is important to note that the use of a wearable computing device does not mean a citizen is data mature. Data maturity is calculated on a basis of two variables: skills (the percentage of citizens with basic ICT skills) and access to technology (the percentage of citizens owning a wearable device).

The study shows that 2.8% of European citizens use data to make informed decisions while 4.1% have a wearable computing device. The UK is leading the EU with 8.3% of its citizens using a wearable computing device to make data-driven decisions, while 0.1% of Romanian citizens do the same .

Europeans are increasingly reliant on wearable computing devices to influence their day-to-day life. The amount of data mature citizens, and the use of wearable computing devices is expected to grow steadily in the future. IDC & Open Evidence estimate that already by 2019 this share will increase to 20% of Europeans. We can expect to see data maturity becoming more relevant for consumers.

For more information about the study, please follow this link: