Are Americans concerned about privacy? "It depends"

In a hyper-connected, social media-fueled age where digital "sharing" is a fact of daily life, how do Americans feel about protecting their privacy? How much are consumers willing to reveal, and how worried are they about companies and third parties having access to their personal information? The answer is "it depends," at least according to a new Pew Research Center study that examines Americans' attitudes toward their privacy.

The study surveyed 461 U.S. adults as well as nine online focus groups that consisted of 80 people, to glean how they felt about sharing their personal information "in return for a product, service, or other benefit." Researchers presented the participants with six hypothetical scenarios that each involved sharing some kind of personal data.

The results showed that one in six adults would not take any of the deals presented in the various scenarios, and only 4 percent declared that all six scenarios were completely "acceptable." More often, there were sharp divisions in how people felt about the trade-offs.

In one scenario, 54 percent of those surveyed agreed that it would be acceptable for an employer to install surveillance cameras after a string of office thefts. About a quarter found it "not acceptable," and 21 percent responded that "it depends."

When it came to health care, people were also divided. The survey asked if they would be OK with their personal records being uploaded to a new website used by their doctor's office to manage patient information. Just over half were fine with this, 26 percent were completely opposed to the idea, and 20 percent said "it depends."

In other scenarios, people grew less comfortable with sharing their information with each successive category. Forty-seven percent were fine with a grocery store keeping track of their spending habits in a new loyalty card program and then selling that data to third parties.

How about auto insurance companies placing a device in their cars that would monitor driving speed and geo-location, in exchange for discounts and rewards for good driving habits? Only 37 percent thought that was acceptable.

Even fewer were comfortable sharing data with a social media platform being used to organize their high school reunions. Creating a profile through this social media site would allow you to reconnect with your old classmates, but the personal information you shared would also be used to send targeted advertisements your way. Fifty-one percent found this objectionable, while only one-third said it was OK with them.

The scenario that generated the most objections involved a "smart thermostat." The survey asked if they'd agree to installing a thermostat sensor in their home that would learn about each person's "temperature zone and movements around the house," ultimately helping save on energy bills. The catch? Those who installed the device would have to share data about basic activities taking place in their homes, like when people are there and when they move from one room to the next.

Fifty-five percent were against this idea, with only 27 percent in favor.