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Privacy attitudes, incentives and behaviours

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Presentation at Data Protection Governance symposium, IViR, University of Amsterdam, 20 June 2011, and at Hong Kong University law school seminar on 2 Mar 2012
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Privacy attitudes, incentives and behaviours Dr Ian Brown Oxford Internet Institute
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Page 1: Privacy attitudes, incentives and behaviours

Privacy attitudes, incentives and behaviours

Dr Ian Brown

Oxford Internet Institute

Page 2: Privacy attitudes, incentives and behaviours

Overview

The privacy paradox Younger people and privacy Location privacy Medical privacy Behavioural economics and market failure Lessons for data protection governance

Page 3: Privacy attitudes, incentives and behaviours

Privacy concerns

Source: Flash Eurobarometer #225 (2008: 7)

Page 4: Privacy attitudes, incentives and behaviours

Attitudes vs. disclosure

Spiekermann, Grossklags and Berendt (2002)

Page 5: Privacy attitudes, incentives and behaviours

Young people and privacy Most young people see Internet as private space for

talking to (already-known) friends, and target information to peer group

Lenhart et al. (2007) found stricter access controls on photos/videos by teens than adults (76% v 58% most of time/sometimes)

Teens showed higher privacy concerns with parental monitoring; parental discussions increased privacy concerns and reduced disclosure

Adult users of social media are developing similar behaviours – consequence of mediation, not age (Marwick et al. 2010)

Page 6: Privacy attitudes, incentives and behaviours

Young adults and privacy

Hoofnagle et al. (2010) found very limited understanding of privacy laws among young adults – 42% answered all 5 questions incorrectly

Jones et al. surveyed 7,421 students at 40 US colleges. 75% concerned about passwords, SSNs, credit card numbers but few about SNSes due to insignificant consequences (2009)

Page 7: Privacy attitudes, incentives and behaviours

Student information disclosure

What kind of personal information do you post online? (first year N=177, final year N=133) Oostveen (2010)

Page 8: Privacy attitudes, incentives and behaviours

Sampling Facebook Experiences

Mobile phones carried by students Location retrieved with embedded GPS Subjects answer questions (e.g., sharing choices)

Facebook Application Location disclosed to friends

Server Data are collected in our server Questions are sent to participants through SMS

Aims To understand: Why do students share their location How (text, picture) When, to whom they share this location At what locations are they more willing to share

Page 9: Privacy attitudes, incentives and behaviours

40 participants responded to over 2000 questions over 2 weeks Participants are more willing to share their location when they are in ‘Leisure’ or ‘Academic’ locations than in the ‘Library’ or in ‘Residential’ areas.

Location sharing

Abdesslem, Parris & Henderson (2010)

Page 10: Privacy attitudes, incentives and behaviours

HIV record privacy Interviews with 41 African women living with HIV in

London who use the internet in relation to their health 6 months of fieldwork in 3 HIV clinics in London 2 focus groups at community support groups Participants asked about their experiences of being

diagnosed and living with HIV, information seeking and internet use

Privacy not mentioned by interviewer Aimed at ‘foregrounding practicalities’ in interviews

(Mol, 2002), and interviews were analysed and coded for how participants spoke about ‘doing privacy’

Manzanderani and Brown (2011)

Page 11: Privacy attitudes, incentives and behaviours

Patient preferences Strong preference for HIV physicians over others

such as GPs due to perceptions of different types of confidentiality practices and professionalism

Strong resistance to moving practitioners Continuity of care stressed as important for privacy Took a long time to develop relationships of trust with

a given practitioner People from similar ethnic and cultural background

often resisted as a information source for fear of knowledge of a HIV positive diagnosis spreading to community and country of origin

Manzanderani and Brown (2011)

Page 12: Privacy attitudes, incentives and behaviours

Sharing medical data

Source: The Use of Personal Health Information in Medical Research, Medical Research Council, June 2007 pp.54-55

Page 13: Privacy attitudes, incentives and behaviours

Privacy is contextual “Contrary to the assumption … that people have

stable, coherent, preferences with respect to privacy, we find that concern about privacy … is highly sensitive to contextual factors” Privacy salience primes concerns “People, it seems, feel more comfortable providing

personal information on unprofessional sites that are arguably particularly likely to misuse it.”

“Covert inquiries … do not trigger concerns about privacy, and hence promote disclosure.”

John, Acquisti and Loewenstein (2011)

Page 14: Privacy attitudes, incentives and behaviours

Homo economicus vs. sapiens

Bounded rationality Privacy risks are highly probabilistic,

cumulative, and difficult to calculate Most individuals bad at deferred

gratification, and have time-inconsistent preferences

Acquisti (2009)

Page 15: Privacy attitudes, incentives and behaviours

Market failures in privacy Negative externalities – sale of personal data

without compensation to subject Information asymmetry – data gathered

ubiquitously and invisibly in a way few consumers understand

Privacy policies unreadable and difficult to verify/enforce, with unstable equilibrium. Seals and lemon markets

Information industries are highly concentrated; privacy ignored by competition regulators

Page 16: Privacy attitudes, incentives and behaviours

Correcting market failure

Minimum standards of care – organisational and technical protections

Simplified privacy policies and breach disclosure reduce information asymmetry

More effective enforcement (group actions?) internalises cost of harms

New focus by privacy regulators on interoperability and defaults?

Romanosky and Acquisti (2009), Brown and Marsden (2008)

Page 17: Privacy attitudes, incentives and behaviours

Lessons for DP governance

Basing privacy protections on fully-rational individual behaviour will have limited impact

Privacy and competition regulators may have to work together to ensure consumers have meaningful privacy choices

Continued regulatory intervention is needed to protect individual and societal interests in privacy

Page 18: Privacy attitudes, incentives and behaviours

References


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