Data is as good as gold these days, and Americans are creating a lot more of it than they likely realize. During 2020, for example, it’s estimated that the typical person created 1.7 megabytes of data every single second of every day.

It’s extremely valuable, too, and many companies are willing to shell out billions to get their hands on it—utilizing such data to help brands target potential customers is the bread-and-butter of companies like Google and Meta, after all. Gathering and selling personal or consumer data has even spawned an entire industry of data brokers, which itself is worth hundreds of billions of dollars, and includes companies such as Experian and Spokeo.

In short: Your data is valuable. So, how much would the typical person be willing to sell it for, if they could, say, put it up for auction?

We have a ballpark figure: The average American shopper would be willing to sell their personal data for $1,452.25, according to survey data from CouponBirds, a coupon and consumer information website.


The survey comprised responses from more than 3,500 consumers in the United States, and the CouponBirds team was also able to break down the data by state—they found that people in Colorado would hypothetically ask the most for their personal data, at more than $2,800. Conversely, people in Tennessee ask the least: $623.04.