Profiling Facebook Users' Privacy Behaviors
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Presented by Pam Wisniewski at the SOUPS 2014 workshop on Privacy Personas and Segmentation (PPS).
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Profiling Facebook Users' Privacy Behaviors
- 1. Profiling Facebook Users’ Privacy Behaviors Pamela Wisniewski, Bart P. Knijnenburg, & Heather Richter Lipford Workshop on Privacy Personas and Segmentation (PPS)
- 2. Introduction } Privacy: An interpersonal boundary process by which a person or group regulates social interactions with others } SNS Privacy Research: Often frames privacy as SNS users’ decision to withhold or disclose personal information } SNS Privacy Behaviors: The subset of privacy features and/ or settings that Facebook users leverage in order to manage interpersonal privacy boundaries } Includes but is not limited to personal disclosure decisions
- 3. Facebook Privacy Options News Feed Chat Timeline Privacy Settings
- 5. Background } Setting profile as “Friends Only” (Stutzman et al. 2010) } Use of “advanced” privacy settings (Ellison et al. 2011) } Selective sharing and customizing privacy defaults } Associated with higher levels of social capital } Use of “Friend Lists” or “Circles” (Kairam et al. 2012; Watson et al. 2012) Privacy Features Privacy Settings Disclosure Decisions
- 6. Previous Work } 21 Semi-Structured SNS user interviews } Feature-Oriented Domain Analysis Disclosure • Self • Confidant Relational • Connection • Context Network • Discovery • Intersection Territorial • Inward- facing • Outward- facing Interactional • Disabling • Blocking SNS Interpersonal Boundary Types Privacy Behaviors – Settings/Features
- 7. Methodology } Web-based survey } Recruited participants 18-years-old or older with an active Facebook account } Asked to log into their accounts to report privacy behaviors “To do this: You would have had to click on the drop down arrow at the top, right corner of a post on your News Feed as shown below.” How often have you done the following to modify posts on your News Feed?” Ø Hid a story Ø Reported Story or Spam Ø Changed friend subscription settings Ø Unsubscribed from a friend Ø Unsubscribed from status updates from a friend. (1 = Never, 7 = Always)
- 8. Data Analysis Approach } Adapted from Knijnenburg et al. 2013 } Confirmed the multi-dimensionality of privacy behaviors } Confirmatory Factor Analysis (CFA) } Classified users based on privacy behaviors } Mixture Factor Analysis (MFA)
- 9. Results } 308 Participants } 119 males, 189 females } Average Age 35.74, (sd = 12 years; 18 – 75 years-old) } 31% identified as college students } 91.6% reported having a Facebook account > 2 years } 19.2% reported having a Facebook account > 6 years
- 10. Privacy Behavior CFA Factor Code Item Loading Altering News Feed (NWF) AVE: 0.777 NFH Hid a story 0.845 NFS Changed friend subscription 0.872 NFN Unsubscribed to a friend 0.908 NFP Unsubscribed to status updates 0.900 Timeline/Wall Moderation (WAL) AVE: 0.638 CWD Deleted content from Timeline/Wall 0.783 CWS Reported/marked content as spam 0.796 CWH Hid a story 0.817 Reputation Management (REP) AVE: 0.671 UNT Untagged a photo or post 0.800 TAK Requested friends to take down posts or photos 0.838 Limiting Access Control (LIM) AVE: 0.734 TAG Tag visibility privacy setting 0.683 SEE Wall/Timeline post visibility privacy setting 1.012 DEF Default privacy level Removed Blocking people (BLP) AVE: 0.838 BLU Blocked a user 0.892 RES Added a user to restricted list 0.938 Blocking apps/events (BLA) AVE: 0.621 BLE Blocked an event invite 0.746 BLA Blocked an app invite 0.828 Restricting Chat (CHA) AVE: 0.777 SCF Gone “offline” on Facebook chat 1.013 SCH Default chat visibility 0.744 Selective Sharing (SEL) AVE: 0.829 POS Posted a status to a custom friend list 0.867 PIC Posting a photo to a custom friend list 0.952 Friend Management (FRM) AVE: 0.910 LIN Categorized new friends into friend lists 0.915 LIO Categorized existing friends into friend lists 0.991 Withholding Contact Info. (CON) AVE: 0.780 CIB Withheld/restricted cell phone number 0.742 CIP Withheld/restricted other phone number 0.946 CIM Withheld/restricted IM screen name 0.880 CID Withheld/restricted street address 0.949 Withholding Basic Info. (BAS) AVE: 0.700 BAD Withheld/restricted “Interested In” 0.750 BAE Withheld/restricted religion 0.878 BAO Withheld/restricted political views 0.876 Concealing Network FRL Hid Friend list from profile Removed Denying Connection HID Hidden a friend request Removed UNF Unfriended (frequency) Removed χ2(295) = 432.59, p < .001; CFI = .987, TLI = .983; RMSEA = .039, 90% CI: [.031, .047]
- 11. Privacy Behavior User Classes } Comparing across MFA model results BIC Entropy LL N p-value 1 class 21998 -10534.652 162 2 classes 20829 0.915 -9916.195 174 < .001 3 classes 20479 0.915 -9706.503 186 0.1032 4 classes 20324 0.880 -9594.600 198 0.7248 5 classes 20183 0.905 -9489.752 210 0.1774 6 classes 20104 0.922 -9415.822 222 0.4441 7 classes 20163 0.904 -9411.090 234 0.7039
- 13. Privacy Behavior User Classes } Interactive Web Charts: http://www.usabart.nl/chart/
- 14. Key Implications } SNS users employ a subset of privacy features } Exhibiting a multidimensional pattern from which emerged unique privacy management strategies } Dimensionality was often tied to physical groupings within the interface design } Privacy strategies extend beyond disclosure decisions } Self-Censors vs. Selective Sharers } Privacy behavior propensity provides valuable insights } Low propensity highlights opportunities for privacy redesign and/or user education (i.e. Friend List Management vs. Selective Sharing) } Profiling users offers new opportunities } Privacy personalization, notifications, advice, and recommendations } Better understanding of antecedents and outcomes associated with various profiles (i.e. Feature Awareness, Privacy Desires, Social Benefits, etc.)
- 15. Feature Awareness vs. Privacy Behavior 15 C1 Privacy Maximizers C2 Selec4ve Sharers C3 Privacy Balancers C4 Time Savers C5 Self-‐ Censors C6 Privacy Minimalists C1 Experts 13 (5.6) 6 (3) 28 (20.4) 4 (9.4) 1 (6.1) 5 (12.6) C2 Near Experts 11 (6.9) 8 (3.7) 31 (25.4) 7 (11.8) 4 (7.6) 10 (15.7) C3 1 (4) 0 (2.1) 17 (14.6) 9 (6.8) 4 (4.4) 10 (9.1) C4 1 (3.8) 0 (2) 1 (13.9) 4 (6.5) 12 (4.2) 21 (8.6) C5 Near Novices 1 (5.8) 0 (3.1) 11 (21.4) 22 (9.9) 7 (6.4) 19 (13.2) C6 Novices 3 (3.9) 2 (2.1) 22 (14.3) 5 (6.6) 5 (4.3) 3 (8.8) Class-to-class Membership
- 16. Thank you! } Questions? } Author Contact Information } Pamela Wisniewski – pam@pamspam.com } Bart Knijnenburg – bart.k@uci.edu } Heather Richter Lipford – heather.lipford@uncc.edu
- 17. BoundaryType SNS Interface Controls Facebook MySpace Hi5 LinkedIn Ning Disclosure Boundaries – Managing personal information Confidant-Disclosures Access Level Settings X X X X Delete Posts or Comments X X X X X UnTagging X X X Moderation X X X X Relationship Boundaries – Managing one’s interpersonal interactions Connection Access Level - Friend Request X X X X Deny Friend Request X X X X X Unfriend/Remove Connection X X X X X Context Group Labeling X X X X Group Management X Network Boundaries – Managing interactions between one’s connections Discovery Access Level – Friend List X Access Level – Profile X X X Hide Connections X X X Intersection See Relationship Context Territorial Boundaries – Managing one’s virtual spaces Inward-Facing Filters X X X X Preference Settings X X X Hiding X X X Outward-Facing See Confidant-Disclosure Interactional Boundaries – Managing access to self Disabling Search (FindingYou) X Posts/Commenting X X X Tagging X Friend Requests X Chat X X X