profiling facebook users' privacy behaviors
DESCRIPTION
Presented by Pam Wisniewski at the SOUPS 2014 workshop on Privacy Personas and Segmentation (PPS).TRANSCRIPT
Profiling Facebook Users’ Privacy Behaviors
Pamela Wisniewski, Bart P. Knijnenburg, & Heather Richter Lipford
Workshop on Privacy Personas and Segmentation (PPS)
Introduction
} Privacy: An interpersonal boundary process by which a person or group regulates social interactions with others
} SNS Privacy Research: Often frames privacy as SNS users’ decision to withhold or disclose personal information
} SNS Privacy Behaviors: The subset of privacy features and/or settings that Facebook users leverage in order to manage interpersonal privacy boundaries } Includes but is not limited to personal disclosure decisions
Facebook Privacy Options
News Feed
Chat
Timeline
Privacy Settings
Facebook Privacy Options Untag
Unshare
Block
Background
} Setting profile as “Friends Only” (Stutzman et al. 2010)
} Use of “advanced” privacy settings (Ellison et al. 2011) } Selective sharing and customizing
privacy defaults } Associated with higher levels of
social capital
} Use of “Friend Lists” or “Circles” (Kairam et al. 2012; Watson et al. 2012)
Privacy Features
Privacy Settings
Disclosure Decisions
Previous Work } 21 Semi-Structured SNS user interviews
} Feature-Oriented Domain Analysis
Disclosure
• Self • Confidant
Relational
• Connection • Context
Network
• Discovery • Intersection
Territorial
• Inward-facing
• Outward-facing
Interactional
• Disabling • Blocking
SNS Interpersonal Boundary Types
Privacy Behaviors – Settings/Features
Methodology } Web-based survey
} Recruited participants 18-years-old or older with an active Facebook account
} Asked to log into their accounts to report privacy behaviors
“To do this: You would have had to click on the drop down arrow at the top, right corner of a post on your News Feed as shown below.”
How often have you done the following to modify posts on your News Feed?” Ø Hid a story Ø Reported Story or Spam Ø Changed friend subscription settings Ø Unsubscribed from a friend Ø Unsubscribed from status updates from a friend.
(1 = Never, 7 = Always)
Data Analysis Approach } Adapted from Knijnenburg et al. 2013
} Confirmed the multi-dimensionality of privacy behaviors } Confirmatory Factor Analysis (CFA)
} Classified users based on privacy behaviors } Mixture Factor Analysis (MFA)
Results } 308 Participants
} 119 males, 189 females
} Average Age 35.74, (sd = 12 years; 18 – 75 years-old)
} 31% identified as college students
} 91.6% reported having a Facebook account > 2 years
} 19.2% reported having a Facebook account > 6 years
Privacy Behavior CFA Factor Code Item Loading Altering News Feed (NWF) AVE: 0.777
NFH Hid a story 0.845 NFS Changed friend subscription 0.872 NFN Unsubscribed to a friend 0.908 NFP Unsubscribed to status updates 0.900
Timeline/Wall Moderation (WAL) AVE: 0.638
CWD Deleted content from Timeline/Wall 0.783 CWS Reported/marked content as spam 0.796 CWH Hid a story 0.817
Reputation Management (REP) AVE: 0.671
UNT Untagged a photo or post 0.800
TAK Requested friends to take down posts or photos 0.838
Limiting Access Control (LIM) AVE: 0.734
TAG Tag visibility privacy setting 0.683 SEE Wall/Timeline post visibility privacy setting 1.012 DEF Default privacy level Removed
Blocking people (BLP) AVE: 0.838
BLU Blocked a user 0.892 RES Added a user to restricted list 0.938
Blocking apps/events (BLA) AVE: 0.621
BLE Blocked an event invite 0.746 BLA Blocked an app invite 0.828
Restricting Chat (CHA) AVE: 0.777
SCF Gone “offline” on Facebook chat 1.013 SCH Default chat visibility 0.744
Selective Sharing (SEL) AVE: 0.829
POS Posted a status to a custom friend list 0.867 PIC Posting a photo to a custom friend list 0.952
Friend Management (FRM) AVE: 0.910
LIN Categorized new friends into friend lists 0.915 LIO Categorized existing friends into friend lists 0.991
Withholding Contact Info. (CON) AVE: 0.780
CIB Withheld/restricted cell phone number 0.742 CIP Withheld/restricted other phone number 0.946 CIM Withheld/restricted IM screen name 0.880 CID Withheld/restricted street address 0.949
Withholding Basic Info. (BAS) AVE: 0.700
BAD Withheld/restricted “Interested In” 0.750 BAE Withheld/restricted religion 0.878 BAO Withheld/restricted political views 0.876
Concealing Network FRL Hid Friend list from profile Removed Denying Connection HID Hidden a friend request Removed
UNF Unfriended (frequency) Removed
χ2(295) = 432.59, p < .001; CFI = .987, TLI = .983; RMSEA = .039, 90% CI: [.031, .047]
Privacy Behavior User Classes } Comparing across MFA model results
BIC Entropy LL N p-value 1 class 21998 -10534.652 162 2 classes 20829 0.915 -9916.195 174 < .001 3 classes 20479 0.915 -9706.503 186 0.1032 4 classes 20324 0.880 -9594.600 198 0.7248 5 classes 20183 0.905 -9489.752 210 0.1774 6 classes 20104 0.922 -9415.822 222 0.4441 7 classes 20163 0.904 -9411.090 234 0.7039
Class Distributions
Privacy Behavior User Classes } Interactive Web Charts:
http://www.usabart.nl/chart/
Key Implications } SNS users employ a subset of privacy features
} Exhibiting a multidimensional pattern from which emerged unique privacy management strategies
} Dimensionality was often tied to physical groupings within the interface design
} Privacy strategies extend beyond disclosure decisions } Self-Censors vs. Selective Sharers
} Privacy behavior propensity provides valuable insights } Low propensity highlights opportunities for privacy redesign and/or user
education (i.e. Friend List Management vs. Selective Sharing)
} Profiling users offers new opportunities } Privacy personalization, notifications, advice, and recommendations } Better understanding of antecedents and outcomes associated with various
profiles (i.e. Feature Awareness, Privacy Desires, Social Benefits, etc.)
Feature Awareness vs. Privacy Behavior
15
C1 Privacy Maximizers
C2 Selec4ve Sharers
C3 Privacy Balancers
C4 Time Savers
C5 Self-‐Censors
C6 Privacy Minimalists
C1 Experts 13 (5.6) 6 (3) 28 (20.4) 4 (9.4) 1 (6.1) 5 (12.6)
C2 Near Experts 11 (6.9) 8 (3.7) 31 (25.4) 7 (11.8) 4 (7.6) 10 (15.7) C3
1 (4) 0 (2.1) 17 (14.6) 9 (6.8) 4 (4.4) 10 (9.1) C4
1 (3.8) 0 (2) 1 (13.9) 4 (6.5) 12 (4.2) 21 (8.6) C5 Near Novices 1 (5.8) 0 (3.1) 11 (21.4) 22 (9.9) 7 (6.4) 19 (13.2) C6 Novices
3 (3.9) 2 (2.1) 22 (14.3) 5 (6.6) 5 (4.3) 3 (8.8)
Class-to-class Membership
Thank you! } Questions?
} Author Contact Information } Pamela Wisniewski – [email protected] } Bart Knijnenburg – [email protected] } Heather Richter Lipford – [email protected]
Boundary Type SNS Interface Controls Facebook MySpace Hi5 LinkedIn Ning
Disclosure Boundaries – Managing personal information
Confidant-Disclosures
Access Level Settings X X X X
Delete Posts or Comments X X X X X
UnTagging X X X
Moderation X X X X
Relationship Boundaries – Managing one’s interpersonal interactions
Connection Access Level - Friend Request X X X X
Deny Friend Request X X X X X
Unfriend/Remove Connection X X X X X
Context Group Labeling X X X X
Group Management X
Network Boundaries – Managing interactions between one’s connections
Discovery Access Level – Friend List X
Access Level – Profile X X X
Hide Connections X X X
Intersection See Relationship Context
Territorial Boundaries – Managing one’s virtual spaces
Inward-Facing Filters X X X X
Preference Settings X X X
Hiding X X X
Outward-Facing See Confidant-Disclosure
Interactional Boundaries – Managing access to self
Disabling Search (Finding You) X
Posts/Commenting X X X
Tagging X
Friend Requests X
Chat X X X
Blocking Blocking X X X X