Using big data to tailor marketing messages to people’s interests and preferences is now a commonplace advertising practice – but not everyone is happy about it. Amid growing concerns about data privacy, many people are taking steps to limit their digital footprint.

Whether it’s steps, heart rate, or weight, many people track their health. But as data privacy concerns grow, the use of apps and wearables is falling, leaving room for brands to work more closely with trusted doctors to earn confidence and quell fears about data breaches.

Whether it’s hacks or leaks, data privacy is the issue of the day. Many say they are concerned about their information online, but what will they share and what do they expect in return? Canvas8 spoke to seven Americans to find out what they’re willing to share about themselves and with whom.

Data ownership became a major public concern in the late 2010s, leading many people to take active steps to control their digital footprint. Yet others are willing to relinquish their information if they have something to gain from it, such as a financial boost or improved personal safety.