how people care about their personal datatheir data released onreleased on social media?
DESCRIPTION
Content sharing services have become immensely popular on the Web. More than 1 billion people use this kind of services to communicate with friends and exchange all sorts of information. In this new context, privacy guarantees are essential: guarantees about the potential release of data to unintended recipients and the use of user data by the service provider. Although the general public is concerned about privacy questions related to unintended audiences, data usage by service providers is still misunderstood. In order to further explore this level of misunderstanding, this work presents the results of a survey conducted among 900 people with the aim of discovering how people care about the use of their personal data by service providers in terms of social media. From the results, we found that: (i) in general people do not read license terms and do not know very much about service policies, and when presented with these policies people do not agree with them; (ii) a good number of people would support alternative models such as paying for privacy or selling their personal data; and (iii) there are some differences between generations in relation to how they care about their data.TRANSCRIPT
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How People Care about How People Care about their Personal Datatheir Personal Data
Released onReleased on Social Media?Social Media?
www.assertlab.com
Universidade Federal de Pernambuco
Universidade Federal Rural de Pernambuco
Centro de Estudos e Sistemas Avançados do Recife
Kellyton Brito [email protected]
Frederico Durão [email protected]
Vinicius Garcia [email protected]
Silvio Meira [email protected]
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AgendaAgenda
• Motivation
• Method
• Main results
• Conclusions
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MotivationMotivation
• More than 1 billion people (>70% of internet population) use social networks (2011)
• More them 600M use at least daily (2011)
• Facebook achieved 1 Billion users (2012)
• People share a lot of personal information – Many private details
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MotivationMotivation
Privacy can be compromised by many ways, for instance:
The use of private data for marketing purposes The use of private data for marketing purposes by the social site or by plugby the social site or by plug--in applications in applications
using social site API’susing social site API’s
Among others…
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MotivationMotivation
People generally feel that the privacy feel that the privacy of their personal information is being protected is being protected by social
media sites
but
A majority of the most popular social media, such as FacebookFacebook, Twitter and Google Services , Twitter and Google Services (services
such as Google+, YouTube and orkut), expressly expressly declare that the service is allowed to use, share declare that the service is allowed to use, share
and sell (and much more) user data for marketing and sell (and much more) user data for marketing or any other kind of purposesor any other kind of purposes.
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The StudyThe Study
• Main question:
How people care about the use of their personal data by service providers in terms of social media.
• Specific questions: – RQ1: Do people know about social network
companies’ policies?
– RQ2: Are people satisfied with these policies?
– RQ3: Do people would like a new social network privacy and sharing model, i.e. Data Marketplace?
– RQ4: Are there differences between generations related to how they care about their data?
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The MethodThe Method
• The questionnaire – Defined by Computer Science Researchers + a
Psychologist
– Short brief about privacy, survey goals, estimated response time
– Ten questions: 3 demographic and 7 specific
– Pilot with 6 respondents
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Data CollectionData Collection
• Online questionnaire
• Viral approach: Facebook, twitter, e-mail and IM’s
• People reached 2.348 clicks - bit.ly statistcs
• 900 respondents from 16 countries
– 95% brazilians
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ValidityValidity
• Descriptive analysis: – Each question separately and data crossing
• 95% brazilians – Study cannot be generalized to entire internet
population
– One of the biggest social media population (2nd on the facebook)
• Successful viral advertising – All ages achieved
– Example: 14% of Generation Z (12 to 19 years old) x Brazilian population from 10 to 19 is 17,9%.
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Age distribution*Age distribution*
Baby Boomers
4%
Generation X 24%
Generation Y 58%
Generation Z 14%
*D. G. Oblinger and J. L. Oblinger, Educating the Net Generation: Educause, 2005.
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Main ResultsMain Results
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RQ1: Do people know about social network RQ1: Do people know about social network companies’ policies?companies’ policies?
Do you usually read carefully the terms Do you usually read carefully the terms of agreementof agreement, especially those lines addressing information copyrights?
Do you know Do you know that while transferring a file or content through a social software you you
are (in most cases) sharing your file’s are (in most cases) sharing your file’s copyrights copyrights with the social media
company?
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RQ2: Are people satisfied with these RQ2: Are people satisfied with these policies?policies?
Do you fear Do you fear that social applications (such as facebook or twitter) collect, maintain, collect, maintain, analyze and commercialize the data you analyze and commercialize the data you
provide?provide?
Have you ever considered giving up Have you ever considered giving up using some social applications for fear of applications for fear of
misuse or commercializationmisuse or commercialization of your personal data?
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RQ3: do people like a new social network privacy RQ3: do people like a new social network privacy and sharing model, i.e. Data Marketplaceand sharing model, i.e. Data Marketplace
What do you think about a marketplace What do you think about a marketplace in which the social applications reward
you for making use of your personal data?
Would you pay for a service Would you pay for a service that gives you total control over the data that you publish on social applications (beyond
application level features such as privacy settings)?
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1 1 -- Does people knows about Does people knows about social network companies’ social network companies’
policies?policies? • Definitely not!
• 55% have never read terms of agreement and copyrights, and only 4% always read it
• As a consequence, they do not know that they are sharing their copyrights (54%)
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2 2 -- Are people satisfied with Are people satisfied with these policies?these policies?
• Definitely not! • 83% fear that social applications collect,
maintain, analize and commercialize their data • And 68% think about give up from these
applications fearing misuse or commercialization of their personal data
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3 3 -- Do people would like a new Do people would like a new social network privacy and sharing social network privacy and sharing
model, i.e. Data Marketplace?model, i.e. Data Marketplace? • Some people • 32% thinks that a Data Marketplace would be
the ideal scenario • But 63% do not believe that it is possible • 55% could pay for a service that guarantee
their privacy • 11% for sure • But 40% not at all
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People Keener to Pay for PrivacyPeople Keener to Pay for Privacy
• People concerned to configure their visibility settings
• People that read and know about companies agreement terms and copyright sharing
• People that fear the misuse of their data think about giving up applications and are keener to pay for privacy.
• These people would like the DataMarket model
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4 4 –– Are there differences Are there differences between generations related to between generations related to
how they care about their how they care about their data?data?
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Terms of agreement and copyrightsTerms of agreement and copyrights
• Young people don’t read!
Do you usually read carefully the terms of agreement, especially those lines addressing information copyrights?
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Fear aboutFear about data misuse or commercedata misuse or commerce
• Older people think about give up applications, and youngest have higher rates of “I do not care”
• Younger people more tolerant if they need services
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Data marketplaceData marketplace
• X and Y generation with higher confidence
– Economically active population ?
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Would people pay for privacy?Would people pay for privacy?
• Older generations more keener to pay, independent of the cost
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Summary of generation behaviorSummary of generation behavior
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Concluding…Concluding…
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Final ConclusionsFinal Conclusions
• People do not read license terms and consequently do not know very much about services policies;
• People care about their privacy, and fear that social applications collect, maintain, analyze and commercialize their data;
• A good number of people would support alternative models such as paying for privacy or selling their personal data;
• There are some differences between generations in relation to how they care about their data.
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Final ConclusionsFinal Conclusions
• Considering survey results, probably there is a new market for:
(i) New social sites that emphasize these privacy questions
(ii) A new Data Marketplace service that could allow social applications reward users for making use of their personal data.
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How people cares about How people cares about their personal datatheir personal data
released onreleased on social medias?social medias?
www.assertlab.com
Universidade Federal de Pernambuco
Universidade Federal Rural de Pernambuco
Centro de Estudos e Sistemas Avançados do Recife
Kellyton Brito [email protected]
Frederico Durão [email protected]
Vinicius Garcia [email protected]
Silvio Meira [email protected]