When Are Users Comfortable Sharing Locations with Advertisers?

A note presented at CHI 2011 investigating when, where, and what qualities advertises should have to receive location information from users.

1. When Are Users Comfortable Sharing Locations with Advertisers? Patrick Gage Kelley @patrickgage Michael Benisch Lorrie Faith Cranor Norman Sadeh
2. Location Based Services • 381,576,305 check-ins on foursquare in 2010 • Google Latitude adds check-ins in February • Facebook rolls out Places, adds check-ins to events, and now deals 2
3. As this commercial landscape expands, we ask what types of privacy settings should be given to users to encourage broader adoption? 3
4. Real World User Study • 27 participants • Given a smartphone to use for 3 weeks • Collected 7,500 hours of audited locations • Each night participants saw each place they went and were asked: “Would you have been comfortable sharing your location between [time] with Advertisers?” 4
5. Audit Interface 5 Please indicate whether or not you would have been comfortable sharing your location during this time with advertisers
8. 8 The number of ads you receive The location you are at when receiving them
9. Users were significantly more willing to share: • on weekdays from 9:00am–5:00pm (average of 47.5% time shared, compared to 35.8% at other times) • their second and third most visited locations than their most visited location (average of 29% time at first, compared to 55% and 41% at second and third) 9
10. How complex are users’ preferences regarding sharing their locations with advertisers? • we calculated the most accurate possible set of rules, or policy, for each subject... 10
11. Different Privacy Settings • Opt-in always or never • Time from 8am-5pm • Time+ from 8am-5pm Monday-Friday from 3pm-11pm Saturday-Sunday • Location at location A or B • Location/Time from 3pm-7pm when I am at location A or B • Location/Time+ from 3pm-7pm on weekdays when I am at location A or B from 8am-5pm on weekends when I am at location C 11
12. 12 Average time shared with Advertisers (ideal) Opt-in Time Time+ Location Location/Time Location/Time+ 0 7 14 21 28
13. Opt-in Time Time+ Location Location/Time Location/Time+ 0 7 14 21 13 Loc/Time+ and Loc/Time, result in nearly three times as much sharing as Opt-in
14. Designing future systems with more complex privacy settings, that are also usable, will benefit all parties, increase sharing, and place more control in the hands of users. 14
15. Designing future systems with more complex privacy settings, that are also usable, will benefit all parties, increase sharing, and place more control in the hands of users. 15
16. ? 16 What does this mean
17. 17 Average time shared with Advertisers (one rule) Opt-in Time Time+ Location Location/Time Location/Time+ 0 7 14 21 28
18. 18 Patrick Gage Kelley @patrickgage me@patrickgage.com
19. 19 Patrick Gage Kelley @patrickgage me@patrickgage.com