Big data technologies are adopted more when data is protected and outcomes are favorable. People care about data protection in most areas, except healthcare where outcomes matter more. Data protection is key for moral acceptability, except in healthcare where outcomes are more important. Sharing data makes people less likely to adopt technologies. People don't always stick to the status quo when adopting technologies. When judging moral acceptability, people do tend to stick to the status quo, especially in citizen scores. Overall, people care about privacy and don't always just think about themselves when deciding on big data technologies.