Consumers privacy decision -making Sren Preibusch 12 th July 2010 - PowerPoint PPT Presentation

Consumers’ privacy decision -making Sören Preibusch 12 th July 2010 W3C Workshop on Privacy for Advanced Web APIs Sören Preibusch 1

Intended reaction towards excessive data collection (first and second choices) Sören Preibusch 2

Privacy Policy Negotiations  Privacy policies as individualised agreements ‗ ongoing choice amongst service alternatives ‗ incentivised by rewards and stimuli  Privacy design as a competitive advantage ‗ turn privacy into profits? ‗ market equilibria? privacy-negotiations.de Sören Preibusch 3

Significantly better market performance  Privacy score increases with ‗ Alexa rank ‗ age of site ‗ user count ‗ growing market share  P3P deployment more often on large sites Bonneau & Preibusch: “Privacy Jungle” Sören Preibusch 4

Laboratory experiment (TU Berlin, Dec. 2009) Sören Preibusch 5

At the participant’s desk Sören Preibusch 6 Sören Preibusch 6

Order forms price: 8.95 data: income price: 8.95 data: fav. colour price: 7.95 data: income Sören Preibusch 7

Purchase decisions per treatment all buyers Col Fra control 113 32 17 15 equal price treatmt. 112 42 3 39 diff. price ‘moderate’ ‘sensitive’ total 225 74 Sören Preibusch 8

Willingness to reveal data items 32 × 225 × {1,2,3,4} ■ low willingness ... ■ high willingness to provide data item Cronbach’s α = 0.91 Sören Preibusch 9 Sören Preibusch 9

Willingness to reveal data items pragmatic majority? N = 225 Sören Preibusch 12

Take-home message Valid experiments reveal users ’ privacy decision-making. Sören Preibusch 13

Thank you very much. Questions and comments are welcome and highly appreciated. preibusch.de Sören Preibusch 14