Who Do We Let Track Us? The state of everyday privacy trade-offs

People are not anti-tracking so much as anti-pointless-tracking. A clear majority will trade data for something tangible, a better price, a faster service, but the same people balk when the benefit is unstated. Consent tracks perceived value, not privacy in the abstract.

Trust in the brand asking made the difference. Respondents accepted far more data collection from companies they already trusted, and far less from those they did not, regardless of what was actually being collected.