The report: "Study on Monetising Privacy: An Economic Model for Pricing Personal Information" presents the findings of a laboratory study in which consumers were asked to buy identical goods from two online vendors: one that collected minimal customer information and another that required the customer to surrender more of their personal information to purchase the item, including phone number and a government ID number.
The laboratory experiment showed that the majority of consumers value privacy protections. When the prices of the goods offered by both the privacy protecting and the privacy violating online retailers were equal, shoppers much preferred the privacy protecting vendor.
But the preference for more privacy wasn't very strong, and didn't come close to equaling consumers preference for lower prices. In fact, consumers readily switched to a more privacy-invasive provider if that provider charged a lower price for the same goods. How much lower? Not much, researchers discovered. A discount of just E0.50 ($.065) was enough to sway consumers away from a vendor who would protect the privacy of their personal data."