Privacy Concerns vs Product Desires: Unpacking Big Tech and the User Dilemma

Data privacy scholarship follows a historical trajectory mirroring the evolution of digital technologies. As technology became ubiquitous in households, studies explored the relationship between its integration into daily life and users‘ data privacy behavior. Researchers found that there was a “Privacy Paradox” where users understand risks associated with their behavior yet continue to behave in an unsafe way (Aivazpour 5).

Studies such as Heinrich and Gerhart‘s found that “while students express concern for their privacy when using mobile devices and express an intent to use additional privacy-enhancing technology, their behavior using mobile device protections does not change, even after an educational intervention” (1). Aivazpour‘s study found that “both the Big Five variables and the impulsivity variables are significant predictors of information disclosure independent of each other” (1). Additionally, research pursues social theories such as the “lemming effect”, investigating how social and peer pressures shaped individuals’ conformity to data-protection norms (Synman et al 1).

However, Synman‘s research has only taken place in Australia (1). Furthermore, the “lemming effect” is not the exclusive social theory to possibly explain the influence of a group on an individual and future research should also be done regarding other social theories (Synman et al 1). My research is dedicated to unraveling the complexities of data privacy behaviors within the broader societal context. Employing a quantitative approach, I utilized a modified Likert scale-type questionnaire, drawing from the Human Aspects of Information Security Questionnaire (HAIS-Q), to gather insights from random GMU students. Through surveys and data analysis, I seek to uncover patterns and predictors of data privacy behaviors, with a particular focus on understanding the enduring ‘Privacy Paradox.’ Preliminary findings suggest a significant disparity between users’ stated concerns about privacy and their actual behaviors, highlighting the need for further exploration into the factors driving this phenomenon.

Have you ever stopped to think about the sheer volume of personal data generated by your online interactions? Think about it. Every search query, every post, every click contributes to a treasure trove of personal information. From our preferences and habits to our locations and interests our digital footprint tells a detailed story about who we are. But who’s collecting all this data? Big tech companies like Google, Facebook, and Amazon are constantly harvesting our information to tailor advertisements, improve user experiences, and even influence our behaviors. In fact, Big Tech enjoys the benefits of network effects, where each additional user improves the value of the product. With this phenomenon, users aren’t paying in monetary values instead users attention funds Big Tech fueling the expansion of their data empires. However amidst this data driven landscape there’s a glaring lack of regulations in place to protect users with current regulations like the FTC Section 5 focusing primarily on antitrust indirectly and unreliably managing the implications of big data and data privacy. This leaves the role of protecting personal data in the hands of the user. Yet amidst growing concerns about data privacy there’s a fascinating paradox at play. While many express apprehensions about the extent of data collection, our actual behaviors often contradict these sentiments. This phenomenon, known as the Privacy Paradox, highlights the complex contradiction between our knowledge and actions in the digital sphere. The question now is why? Research suggests that our peers can play a significant role in shaping our actions. So whether it’s through social norms or direct influence could the choices of those around us impact our own decisions regarding data privacy? Through surveys and data analysis my research this spring at George Mason University delves deep into the Dynamics of data privacy. Utilizing a quantitative approach I designed a modified Five Point Likert scale questionnaire based off the human aspects of information security questionnaire. The questionnaire focuses on key areas such as password management, email use, internet use, social media use, and mobile devices. Data was gathered from a diverse sample of GMU undergraduate students with particular attention to possible social influences from their peers data privacy behaviors. Upon conducting quick analysis of survey responses intriguing disparities emerge. For instance when asked about accessing dubious or suspicious sites 98% of respondents correctly identified the associated risks. However when presented with scenarios related to peer Behavior the disparity between knowledge and actual behavior became evident. For instance when asked about visiting questionable websites for free resources given that their peers do a significant portion of respondents indicated agreement despite potential concerns about safety and legitimacy. These findings underscore the complex interplay between individual knowledge, peer influence and actual behaviors when it comes to data privacy. But an unexpected complexity also introduced itself when looking at the data safe behaviors related to internet use compared to that of mobile devices there were greatly varying extents of the Privacy Paradox effect. While the majority of respondents would contradict their knowledge when it comes to internet use, considerably less would do so when it comes to mobile device security. By unpacking these nuances my research while just in the beginning stages aims to provide information so that we can better understand how to mitigate the risks posed by the ever evolving landscape of data privacy. Moving forward I will continue to analyze survey data conduct further tests to further explore these dynamics specifically pursuing the influence of peer behavior as well as other possible subtopic specific influences. By identifying patterns and trends we can develop targeted interventions to bridge the gap between awareness and action in the realm of data privacy. Ultimately my goal is to contribute to a more privacy conscious society where individuals are empowered to protect their digital identities and navigate the digital landscape with confidence.