Privacy and Information Sharing

Most Americans see privacy issues in commercial settings as contingent and context-dependent.

A new Pew Research Center study based on a survey of 461 U.S. adults and nine online focus groups of 80 people finds that there are a variety of circumstances under which many Americans would share personal information or permit surveillance in return for getting something of perceived value. For instance, a majority of Americans think it would be acceptable (by a 54% to 24% margin) for employers to install monitoring cameras following a series of workplace thefts. Nearly half (47%) say the basic bargain offered by retail loyalty cards – namely, that stores track their purchases in exchange for occasional discounts – is acceptable to them, even as a third (32%) call it unacceptable. Still, while many Americans are willing to share personal information in exchange for tangible benefits, they are often cautious about disclosing their information and frequently unhappy about what happens to that information once companies have collected it. For example, when presented with a scenario in which they might save money on their energy bill by installing a “smart thermostat” that would monitor their movements around the home, most adults consider this an unacceptable tradeoff (by a 55% to 27% margin).

In online focus groups and in open-ended responses to a nationally representative online survey, many people expressed concerns about the safety and security of their personal data in light of numerous high-profile data breaches. They also regularly expressed anger about the barrage of unsolicited emails, phone calls, customized ads or other contacts that inevitably arises when they elect to share some information about themselves. These findings suggest that the phrase that best captures Americans’ views on the choice between privacy vs. disclosure of personal information is, “It depends.”