“Many Americans are in an “It depends” frame of mind when they consider a central trade-off of the digital era: Will you share personal information in return for a product, service or other benefit? A new report from Pew Research Center explores six different scenarios where Americans might encounter that privacy-related question. It finds that people consider a variety of things in making their decisions, such as the value of the benefit they are being offered, the circumstances of their lives, how they feel about the organization that is collecting the data, what happens to their personal data after it is captured and how long the data are retained. This report builds on other recent Pew Research Center survey results showing the emotions Americans feel as they struggle to understand the terms that govern sharing personal information with companies.”