This study analyzes how the willingness to pay (WTP) for a stated reduction in the risk of traffic accidents depends on the type of measure that delivers the reduction and on whether it is framed as a public or a private good. Building on previous studies, we designed and conducted a contingent valuation survey targeting a representative sample of the Swedish adult population. Our results suggest that WTP for risk reduction varies across measures, even when they are all of private good or all of a public good nature. Furthermore, for conventional safety measures, WTP for a stated risk reduction is higher in private-good settings. Still, for a measure based on a mobile app, the result is the opposite (in the full sample). These findings caution against uncritical use of a uniform unit value of risk reduction and suggest that some public hesitancy towards the use of digital instead of conventional safety-enhancing technologies remains.