1. Privacy Matters
… or does it?
Thursday, January 29, 2015

2. "You have zero privacy anyway. Get over it.“ -
Sun Microsystems' CEO Scott McNealy
(1999)

3. Hullabaloo

4. What is privacy?
• Historical concept - An objective, legitimate or reasonable
expectation of privacy is an expectation of privacy generally
recognized by society.
• Modern Tort law defining invasion of privacy –
– Intrusion of solitude: physical or electronic intrusion into
one's private quarters.
– Public disclosure of private facts: the dissemination of
truthful private information which a reasonable person
would find objectionable

6. Privacy is dead?
• “People have really gotten comfortable not
only sharing more information and different
kinds, but more openly and with more
people. That social norm is just something
that has evolved over time.” – Facebook
CEO, Mark Zuckerberg – 2010
– Is there a generational gap with the expectation
of privacy online?

7. Challenge
• Privacy = control of dissemination of
information
• Challenge = dramatic increase is amount of
personal data
– Easy storage and tracking of information by
systems
– Difficult storage and tracking by individuals

8. Facebook Privacy Map

9. Our privacy survey
• 1,000 online respondents
– Age: 13 - 20 (200)
– Age: 21 - 29 (200)
– Age: 30 - 39 (200)
– Age: 40 - 54 (200)
– Age: 55 + (200)

10. Do you feel that too much of your private information
is shared online?
68.45%
31.55%
Yes
No

11. Generation Gap
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
13-20 21-29 30-39 40-54 55+
Male
Female

12. How concerned are you about your online privacy?
*Scalar Question 1 – 7 ranking
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
13-20 21-29 30-39 40-54 55+
Not concerned
Very Concerned

13. How concerned are you that the following data is collected
about you during normal internet use?
Data Point Surfing Improve Search 13-20
Credit card information (e.g. stored info for future purchases) 81.0% 68.6% 53.0%
Telephone number 57.8% 50.8% 38.1%
Location 52.6% 42.7% 37.6%
Address 45.1% 38.7% 33.7%
Purchase behavior (e.g. your last Amazon purchase) 42.8% 39.5% 35.9%
Search behavior (e.g. your last Google search) 36.8% 36.5% 28.7%
E-mail address 33.8% 37.6% 28.2%
Date of birth 28.8% 29.3% 17.1%
Name 19.4% 24.9% 19.9%
Age 15.8% 20.1% 18.8%
Political party affiliation 15.5% 21.2% 12.7%
Gender 12.8% 18.1% 14.9%
Education level 12.3% 19.4% 13.8%

14. How comfortable are you sharing each of the following data
points?
Data Point Sharing
Gender 46.4%
Name 43.9%
Education level 41.2%
Political party affiliation 40.0%
Age 37.6%
Date of birth 22.3%
Address 20.6%
Purchase behavior (e.g. your last Amazon purchase) 17.2%
Search behavior (e.g. your last Google search) 17.1%
E-mail address 17.0%
Location 12.4%
Telephone number 8.7%
Credit card information (e.g. stored info for future purchases) 5.7%

15. How comfortable are you sharing your personal information
with the following groups?
Overall 13-20 21-29 30-39 40-54 55+
Family 76.9% 76.2% 79.1% 72.7% 73.8% 82.6%
Friends 57.7% 63.0% 66.5% 46.5% 48.6% 63.7%
Retailers 9.4% 14.4% 11.5% 7.5% 6.0% 7.9%
Government (Federal, State, Local) 16.8% 22.8% 22.2% 15.5% 9.7% 13.9%
Banks and other financial institutions 20.4% 20.4% 24.1% 20.9% 16.9% 19.5%
Market Research firms 10.6% 14.4% 11.5% 10.2% 7.1% 10.0%
Social networking sites 9.9% 17.1% 11.5% 11.2% 4.9% 4.7%

16. Conclusion
The expectation of privacy is evolving
The challenge will be to balance generational
views on privacy and sharing