When it comes to online and mobile services, consumers value their privacy. But they also value a good discount.

The findings of a new study commissioned by TRUSTe and conducted by Harris Interactive reveal that 9 out of 10 Internet users in the United States are concerned enough about their privacy to take steps to shore up their mobile security or online privacy.

But contrary to conventional wisdom, which holds that consumers are so protective of their digital privacy that they are wholly resistant to marketers gaining access to user data for advertising purposes, the facts suggest otherwise.

41% of connected individuals are admittedly willing to allow marketers to gain access to personal data in return for discount shopping opportunities.

But being “tracked” remains a precarious prospect. And, for that reason, large pockets of resistance remain.

For example, nearly three-quarters of survey respondents say they delete browsing history or automatically delete cookies. 8 out of 10 connected Americans also manually delete cookies or clear their cache.

Not surprisingly, younger respondents – individuals who are perhaps less concerned about privacy matters due to their understanding of how user data is procured anonymously – are more receptive than their elders to give marketers access to their personal data.

“With mobile privacy concerns running hotter than ever, the business implications simply can’t be ignored,” says Chris Babel, CEO of TRUSTe. “If a user won’t download an app or share location data, mobile commerce – and technology innovation – takes a hit. To secure their future growth, companies must address mobile privacy concerns now – giving users what they’re asking for with more transparency and control over their privacy choices.”