To download or not to download the Covid-19 Track and Trace App? What is more influential in users’ minds?

•Reports a survey of users values and other variables influencing acceptance of UK Covid 19 Track and Trace App.•Helpfulness and equality values with recommendations from the UK Government and health services were important influences on acceptance and use.•Interviews show that respondents either trusted UK Government and accepted the App or not and rejected it.•Interviews demonstrated that values and other product acceptance variables need to be interpreted in a social-political context.•Respondents tended to make quick fast path decisions on accept/reject the App, based on trust in UK Government and perceived need.