How much is your personal data worth?

Use our calculator to check how much multibillion-dollar data broker industry might pay for your personal data

Explore how valuable your data are with this interactive calculator.

While the multibillion-dollar data broker industry profits from the trade of thousands of details about individuals, those bits of information are often sold for a fraction of a penny apiece, according to industry pricing data viewed by the Financial Times.

The average person’s data often retails for less than a dollar.

General information about a person, such as their age, gender and location is worth a mere $0.0005 per person, or $0.50 per 1,000 people. A person who is shopping for a car, a financial product or a vacation is slightly more valuable to companies eager to pitch those goods.

Certain milestones in a person’s life prompt major changes in buying patterns, whether that’s becoming a new parent, moving homes, getting engaged, buying a car, or going through a divorce. Some of the most personal and secretive troves of data rank as the most expensive. For $0.26 per person, buyers can access lists of people with specific health conditions or taking certain prescriptions. Read the full analysis of what factors influence data value.

The Financial Times will not collect, store or share the data you enter into the calculator.

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About this calculator

The Financial Times created this calculator based on the analysis of industry pricing data from a range of sources in the US. Data pricing is cumulative, so the more specific information available about an individual, the more valuable it is to marketers.

This calculator is not comprehensive and does not include pricing details on each of the thousands of bits of information that data brokers track, analyse and sell on individuals.

This page was updated to on July 15, 2017. Additional development by Martin Stabe.