Paying for privacy? Evaluating consumer willingness to pay for data ownership and ad-free social media experiences on Pinterest

Tyler J. Horan 1 *
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1 University of Massachusetts, Amherst, Amherst, MA, USA
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 16, Issue 1, Article No: e202609. https://doi.org/10.30935/ojcmt/17876
OPEN ACCESS   36 Views   12 Downloads   Published online: 06 Feb 2026
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ABSTRACT

As social media platforms increasingly monetize user data through targeted advertising, critical questions arise about privacy rights, digital commodification, and platform governance. This study examines how Pinterest users conceptualize and value privacy, ad-free experiences, and alternative platform ownership models, including subscription-based and cooperative structures. Through mixed methods analysis of 1,000 Pinterest users’ responses, we investigate willingness to pay (WTP) for enhanced privacy protections and data sovereignty. Quantitative analysis reveals that revenue-sharing beliefs (β = 1.17, p < .001), privacy concerns (β = 0.29, p < .001), and income (β = 0.27, p < .001) significantly predict WTP, while age shows a negative association (β = -0.45, p < .001). Qualitative findings illuminate the mechanisms underlying these patterns, revealing tensions between users’ stated privacy concerns and their behavioral practices, extending scholarship on the privacy paradox. Although respondents demonstrate awareness of their uncompensated digital labor, structural barriers temper enthusiasm for alternative models. These results advance platform studies and digital sociology by illuminating the complex interplay between surveillance capitalism, user agency, and economic constraints. The study concludes by discussing practical implications for platform design, policy development, and future research on digital rights and platform sustainability.
Keywords: platform capitalism, digital labor, platform inequality, privacy paradox, data commodification

CITATION

Horan, T. J. (2026). Paying for privacy? Evaluating consumer willingness to pay for data ownership and ad-free social media experiences on Pinterest. Online Journal of Communication and Media Technologies, 16(1), e202609. https://doi.org/10.30935/ojcmt/17876

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