Since data and information are becoming important factors in competitiveness in the digital age, organisations tend to have an enormous appetite for data. However, users are becoming increasingly reluctant to provide their data without receiving some benefits. Therefore, it is necessary to identify the extent to which consumers are willing to protect their data by paying for the use of a service with money or with data. This study investigates willingness to pay for an online service by examining both money and data as currency (i.e. the users’ privacy costs). Furthermore, this study is an empirical investigation that uses conjoint analysis to determine whether different service types show different preferences and which characteristics are decisive. The findings show that the online service used has an impact on whether people pay with money or their data.