Data brokers have become central players in the collection online of private user data. Data brokers’ activities are however not very transparent or even known by users. Many users regard privacy a central element when they use online services. Based on 12 short interviews with users, this paper analyses how users perceive the concept of online privacy in respect to data brokers col- lection of private data, and particularly novel services that offer users the possi- bility to sell their private data. Two groups of users are identified: Those who are considering selling their data under specific conditions, and those who reject the idea completely. Based on the literature we identify two positions to privacy either as an instrumental good, or as an intrinsic good. The paper positions vari- ous user perceptions on privacy that are relevant for future service develop- ment.
|Publisher||Center for Communication, Media and Information technologies (CMI), Electronic Systems, Aalborg University Copenhagen|
|Number of pages||17|
|Publication status||Published - 31 Mar 2015|
|Series||CMI Working Paper|