Privacy has always been a sensitive issue in our internet-driven world. It has become even more of a hot button topic now that social media and mobile communications are so prevalent. While all the tweets, status updates and check-ins show that some consumers are perhaps a little too loose with their digital activities, there are still quite a few who are quite protective of their privacy. However, a new study shows that many consumers, millennials in particular, will gladly part with certain personal information when they are getting something in return.

According to research conducted by mobile advertising agency JiWire, 53% of mobile Wi-Fi users will share location data in exchange for more content that is relevant and valuable. Of those up for playing the exchange game, 60% of users between the ages of 25 and 34 were amenable, while 58% of users 24 and under would part with personal info. In addition, the company’s data revealed that location-based sales and promotions were worth trading for among consumers within one mile of a retail store. Other consumers were willing to exchange personal details for directions, customer reviews, product information and other areas of interest.

JiWire’s recent study shows that more consumers are willing to give up personal information as long as there is something in it for them. This is certainly good to know, but since privacy is a such a big deal, marketers need to be very cautious about the data they request from their audience members.

Email Address - In comparison to more sensitive details, the average consumer usually does not mind sharing their email address with a marketer. However, spam is a nuisance, so you still have some that may be a bit hesitant. Only request an email address from the members of your audience when you have a reason to contact them through this channel and can assure them that your communications will be worth their while.

Credit Card Numbers - For some consumers, shopping online is just as common as shopping at retail stores out in the real world. However, the proliferation of scams and security exploits makes giving out this type of information a risky business. Requesting credit card numbers from your audience will instantly raise suspicions, so keep this limited to purchases and let your shopping cart do the asking.

Driver’s license numbers, social security numbers and other identification numbers are often more sensitive than credit card numbers. This is not hard to understand when considering that they are often at the center of identity theft. To be on the safe side, it is best to avoid requesting this information, especially when it has nothing to do with the business at hand.

Even when the most valuable of content and incentives are on the line, there is just some personal information the consumer will not be willing to part with directly. Still, where there’s a will there’s a way, so learn what data is necessary to conduct your business, find out how to get it and never ask for too much.