Are Americans opening the door on privacy? Despite initial reservations, a new survey shows consumers are largely open to sharing their location data with brands, as long as it benefits them personally or improves society at large. But comparatively few say they’ll share location data in exchange for ads.

According to a new survey from the enterprise location intelligence firm Gravy Analytics, 73% of consumers say they share their location to improve the functionality of mobile apps, 39% say they share their location to download and use apps for free, and 23% share in exchange for more relevant ads and promotions. 

Those statistics only tell part of the story. 

When asked when they would be willing to share their location data, 71% said they would be comfortable sharing location data in exchange for relevant offers and promotions, and 31% said they would be comfortable using their location data to provide targeted or personalized information in apps or on a website. More than half (56%) said they would be willing to share their data if it meant they could see ads for things they want to buy or activities they want to participate in.