IEEE Security and Privacy
A study on the value of location privacy
Proceedings of the 5th ACM workshop on Privacy in electronic society
Empirical models of privacy in location sharing
Proceedings of the 12th ACM international conference on Ubiquitous computing
Proceedings of the 12th ACM international conference on Ubiquitous computing
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
When are users comfortable sharing locations with advertisers?
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study
Information Systems Research
Indirect content privacy surveys: measuring privacy without asking about it
Proceedings of the Seventh Symposium on Usable Privacy and Security
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The popularity of location-based services such as Foursquare has made location sharing a common practice. Commercial companies can use the shared location for marketing purposes and often motivate users to share using discounts or special offers. We examine the reward users demand in such a scenario to try and estimate the value they ascribe to their own location information. Our user study is conducted using a mobile phone application that randomly offers users hypothetical money coupons in exchange for publishing their location. Responses by 25 participants to 481 such offers show that the willingness to share increases with coupon value, yet varies greatly with the location being shared. We use logistic regression to estimate the value above which most users will share their location and find it to be ∈8/∈5.4 ($10.4/$7) for a user's home and work respectively. This work contributes to the growing body of knowledge about the economic aspects of location-based services.