We consumers are funny creatures. As has no doubt been observed many times, there is a great disconnect between all of the hand-wringing over data privacy and our collective social media habits. We freak out about who’s doing what with our information at the same time as we bare our souls (and so much more) on Facebook, Instagram and Twitter.

It’s for this and other reasons that I’ve been watching the rise of the whole “Internet of things” concept with interest. People seem to have some of the same types of conflicted reactions to wearing a monitor that will track and report their activities or to using a smart thermostat made by a company owned by Google. We love the convenience and the potentially life-changing impact that these tech marvels can have but we also (wisely) realize how creepy some of them potentially could be if the wrong entities got involved.

Findings from the 2014 State of the Internet of Things Study, by Acquity Group, a digital marketing agency, highlight this battle. The study found that 80 percent of consumers have privacy concerns with wearable Internet-connected technologies but half of those same consumers said they would be willing to share personal data collected by such devices with third-party retailers when presented with compensation such as a coupon or discount.

While only 9 percent of consumers stated they would share data with brands for free, those percentages dramatically increase when consumers are presented with a coupon or discount in exchange for sharing data.

Specifically, consumers are most willing to share wearable data in exchange for:

• coupons and discounts based on their lifestyles (28 percent);• information on better workouts to reach their goals (22 percent);• information on the best foods to eat to reach their goals (22 percent);• coupons for fitness gear (19 percent).

Which third-parties would they be willing to share data with? F...