A new study from Omnico found travelers are ready to give their data in exchange for discounts, or at least they are when it comes to visiting theme parks. The study says 75 percent of U.S. consumers with a theme park app are willing to exchange personal or location data for offers and discounts. The percentage increases when looking at millennial consumers.

The research found 51 percent of consumers want in-app discounts in exchange for crossing certain geographic points, while 48 percent want in-app discounts and rewards for their social media behavior. Most consumers would consider playing games on an app while in a theme park in exchange for discounts; nearly half would continue playing the game after leaving the theme park, if it meant they could still earn rewards.

The study also discovered 75 percent of guests want a theme park app with planning functions and interactive schedules, while others want an app with updates on ride-wait times. Demand for in-app theme park loyalty programs is also high, as is an app-integrated, voice-activated, digital assistant that is accessible from visitors’ theme park hotel rooms. Others want an app to track and monitor their children while at a theme park.