11
How People Care aboutHow People Care about
their Personal Datatheir Personal Data
Released onReleased on
Social Media?S...
22
AgendaAgenda
• Motivation
• Method
• Main results
• Conclusions
33
MotivationMotivation
• More than 1 billion people (>70% of internet
population) use social networks (2011)
• More them ...
44
MotivationMotivation
Privacy can be compromised by many ways, for
instance:
The use of private data for marketing purpo...
55
MotivationMotivation
People generally feel that the privacyfeel that the privacy of their
personal information is being...
66
The StudyThe Study
• Main question:
How people care about the use of their personal
data by service providers in terms ...
77
The MethodThe Method
• The questionnaire
– Defined by Computer Science Researchers + a
Psychologist
– Short brief about...
88
Data CollectionData Collection
• Online questionnaire
• Viral approach: Facebook, twitter, e-mail and IM’s
• People rea...
99
ValidityValidity
• Descriptive analysis:
– Each question separately and data crossing
• 95% brazilians
– Study cannot b...
1010
Age distribution*Age distribution*
Baby
Boomers
4%
Generation X
24%
Generation Y
58%
Generation Z
14%
*D. G. Oblinger...
111111
Main ResultsMain Results
1212
RQ1: Do people know about social networkRQ1: Do people know about social network
companies’ policies?companies’ polic...
1313
RQ2: Are people satisfied with theseRQ2: Are people satisfied with these
policies?policies?
Do you fearDo you fear th...
1414
RQ3: do people like a new social network privacyRQ3: do people like a new social network privacy
and sharing model, i...
151515
11 -- Does people knows aboutDoes people knows about
social network companies’social network companies’
policies?po...
161616
22 -- Are people satisfied withAre people satisfied with
these policies?these policies?
• Definitely not!
• 83% fea...
171717
33 -- Do people would like a newDo people would like a new
social network privacy and sharingsocial network privacy...
1818
People Keener to Pay for PrivacyPeople Keener to Pay for Privacy
• People concerned to configure their visibility
set...
191919
44 –– Are there differencesAre there differences
between generations related tobetween generations related to
how t...
2020
Terms of agreement and copyrightsTerms of agreement and copyrights
• Young people don’t read!
Do you usually read car...
2121
Fear aboutFear about data misuse or commercedata misuse or commerce
• Older people think about give up applications, ...
2222
Data marketplaceData marketplace
• X and Y generation with higher confidence
– Economically active population ?
2323
Would people pay for privacy?Would people pay for privacy?
• Older generations more keener to pay,
independent of the...
2424
Summary of generation behaviorSummary of generation behavior
252525
Concluding…Concluding…
2626
Final ConclusionsFinal Conclusions
• People do not read license terms and
consequently do not know very much about
se...
2727
Final ConclusionsFinal Conclusions
• Considering survey results, probably there is a
new market for:
(i) New social s...
282828
How people cares aboutHow people cares about
their personal datatheir personal data
released onreleased on
social m...
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How People Care about their Personal Datatheir Data Released onReleased on Social Media?

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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.

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How People Care about their Personal Datatheir Data Released onReleased on Social Media?

  1. 1. 11 How People Care aboutHow 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 ksb@cin.ufpe.br Frederico Durão freddurao@dcc.ufba.br Vinicius Garcia vcg@cin.ufpe.br Silvio Meira silvio@meira.com
  2. 2. 22 AgendaAgenda • Motivation • Method • Main results • Conclusions
  3. 3. 33 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
  4. 4. 44 MotivationMotivation Privacy can be compromised by many ways, for instance: The use of private data for marketing purposesThe use of private data for marketing purposes by the social site or by plugby the social site or by plug--in applicationsin applications using social site API’susing social site API’s Among others…
  5. 5. 55 MotivationMotivation People generally feel that the privacyfeel that the privacy of their personal information is being protectedis 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), expresslyexpressly declare that the service is allowed to use, sharedeclare that the service is allowed to use, share and sell (and much more) user data for marketingand sell (and much more) user data for marketing or any other kind of purposesor any other kind of purposes.
  6. 6. 66 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?
  7. 7. 77 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
  8. 8. 88 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
  9. 9. 99 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%.
  10. 10. 1010 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.
  11. 11. 111111 Main ResultsMain Results
  12. 12. 1212 RQ1: Do people know about social networkRQ1: Do people know about social network companies’ policies?companies’ policies? Do you usually read carefully the termsDo you usually read carefully the terms of agreementof agreement, especially those lines addressing information copyrights? Do you knowDo you know that while transferring a file or content through a social software youyou are (in most cases) sharing your file’sare (in most cases) sharing your file’s copyrightscopyrights with the social media company?
  13. 13. 1313 RQ2: Are people satisfied with theseRQ2: Are people satisfied with these policies?policies? Do you fearDo you fear that social applications (such as facebook or twitter) collect, maintain,collect, maintain, analyze and commercialize the data youanalyze and commercialize the data you provide?provide? Have you ever considered giving upHave you ever considered giving up using some social applications for fear ofapplications for fear of misuse or commercializationmisuse or commercialization of your personal data?
  14. 14. 1414 RQ3: do people like a new social network privacyRQ3: 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 marketplaceWhat 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 serviceWould 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)?
  15. 15. 151515 11 -- Does people knows aboutDoes 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%)
  16. 16. 161616 22 -- Are people satisfied withAre 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
  17. 17. 171717 33 -- Do people would like a newDo people would like a new social network privacy and sharingsocial 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
  18. 18. 1818 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
  19. 19. 191919 44 –– Are there differencesAre there differences between generations related tobetween generations related to how they care about theirhow they care about their data?data?
  20. 20. 2020 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?
  21. 21. 2121 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
  22. 22. 2222 Data marketplaceData marketplace • X and Y generation with higher confidence – Economically active population ?
  23. 23. 2323 Would people pay for privacy?Would people pay for privacy? • Older generations more keener to pay, independent of the cost
  24. 24. 2424 Summary of generation behaviorSummary of generation behavior
  25. 25. 252525 Concluding…Concluding…
  26. 26. 2626 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.
  27. 27. 2727 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.
  28. 28. 282828 How people cares aboutHow 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 ksb@cin.ufpe.br Frederico Durão freddurao@dcc.ufba.br Vinicius Garcia vcg@cin.ufpe.br Silvio Meira silvio@meira.com

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