Smartphone users keener to give away their privacy

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A recent survey from goo Research into mobile phone location services, ie, these functions like foursquare, Google Latitude, and Facebook location was reported on (and sponsored by?) by AdverTimes.

Demographics

Sadly, to find out the full demographics I suspect one has to buy their paper magazine Senden Kaigi, which in their 15th May 2012 edition featured an article entitled “Consumer Psychology in the SNS-facilitated mutual surveillance society”, of which this report is a digest. In Q1, the 2008 survey was carried out in December of that year with 2,077 respondents, and this year’s survey was in April with 2,214 respondents, all from the usual goo Research online monitor panel.

I’m reluctant to check in when out and about in town – I’ve only attached location information to photos when I’ve been passing through commuting home; there was an interesting article a while ago about someone in Tokyo who used that sort of public information plus Twitter to find two people in real time through their mobile presence.

I wonder what the reasons are for smartphone users being more likely to reveal information – is it that smartphone apps make it easy and fun to do, or is it that the people who want to reveal information tend to use smartphones? Perhaps if one buys the magazine one can find out!

Research results

Q1A: To what degree do you feel reluctant to reveal information through check-in services?

Location information

 20082012
At shop X doing Y2%3%
At shop X9%14%
In district X22%24%
In town X, in city X30%22%
Reluctant to reveal any location information37%37%

Frequency of updating information

 20082012
Real time5%8%
Once a minute2%2%
Once every five minutes8%7%
Once an hour20%20%
Once a day23%23%
Reluctant to reveal any temporal information39%40%

Q1B: To what degree do you feel reluctant to reveal information through check-in services?

Location information

 Feature phoneSmartphone
At shop X doing Y3%5%
At shop X12%19%
In district X24%25%
In town X, in city X21%24%
Reluctant to reveal any location information40%27%

Frequency of updating information

 Feature phoneSmartphone
Real time7%11%
Once a minute1%2%
Once every five inutes7%7%
Once an hour19%22%
Once a day22%27%
Reluctant to reveal any temporal information44%30%

Q2: What kinds of companies would you allow to use your history of check-in service usage? (Multiple answer)

Company with privacy protection certification42.4%
Company with information security certification36.8%
Company with displayed privacy policy29.3%
Brand-name company18.9%
Company, shop that offers points, air miles, etc15.3%
Company, shop I often use14.6%
Technically-skilled company11.5%
A company with planning ability7.4%
Would not permit any34.9%
Other0.3%

Q3: What sort of rewards would you want for checking in at a shop? (Multiple answer)

Discount coupon to use at that shop53.4%
Points, etc that can be used at other unaffiliated shops36.4%
Points, shopping voucher, etc for use at that chain31.7%
One percent extra cash back for buying with a credit card21.2%
Information about events at that shop9.2%
Don’t want to check in to shops26.0%
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