While many surveys measure public opinions on privacy, few ask consumers about their willingness to make tradeoffs, such as sharing certain personal information in exchange for services or benefits they want. In this survey, the Center asked respondents whether they would allow a mobile app to collect their biometrics or location data for purposes such as making it easier to sign into an account or getting free navigational help, and it asked whether they would allow medical researchers to collect sensitive data about their health if it would lead to medical cures for their families or others. Only one-third of respondents (33 percent) were unwilling to let mobile apps collect either their biometrics or location data under any of the described scenarios. And overall, nearly 6 in 10 respondents (58 percent) were willing to let a third party collect at least one piece of sensitive personal data, such as biometric, location, or medical data, in exchange for a service or benefit.
