![Page 1: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/1.jpg)
Privacy and Security Attitudes, Beliefs and Behaviours
Masters Thesis Presentation
Janna-Lynn [email protected]
![Page 2: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/2.jpg)
Motivation
• Usable Privacy and Security?
• weak, uneducated, lazy, a variable to control, the enemy, one dimensional
• When it comes to privacy and security users are generally misunderstood.
2
![Page 3: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/3.jpg)
The Idea
• To develop a more nuanced picture of the different types of PAS users by examining
• How people are interacting with PAS
• Whether current classifications are accurate
• The attributes that allow for clustering of individuals into groups
3
![Page 4: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/4.jpg)
Results
• Found 5 categories of users
• The marginally aware,
• The fundamentalist,
• The struggling amateur,
• The technician,
• The lazy expert
4
![Page 5: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/5.jpg)
Outline
• Related Work
• Goals and Study Methods
• Analysis
• First and Second Categorization
• Design Implications - Personas
• Conclusion and Future Work
5
![Page 6: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/6.jpg)
Privacy and Security
6
![Page 7: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/7.jpg)
Related Work
• Westin’s Model
• Privacy Concerns User Categories
• Marginally Concerned,
• Fundamentalist, and
• Pragmatist
• Built on by Ackerman et al. and Sheehan
7
![Page 8: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/8.jpg)
Related Work - Problems
• Surveys
• Focus on only Privacy
• Limited predictive power
8
![Page 9: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/9.jpg)
Goal
• The goal of this work is to begin to address Privacy and Security attributes of users based on a view of users as a heterogeneous yet concrete community.
9
![Page 10: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/10.jpg)
The Study
• Semi-structured Interviews
• 45 to 60 minutes
• Breadth of topics
• 32 participants
• 19 UWaterloo students &13 Remote non-students
10
![Page 11: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/11.jpg)
The Analysis• Transcribed Interviews
• Over 500 relevant quotes
• Q-Clustering similar quotes
• 85 small sub-concepts
• 24 concepts
11
![Page 12: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/12.jpg)
• Examples of Concepts:
Security versus convenience Sharing passwords - frequency and situations Learning source
Privacy versus social Determining trust of online sites Opinions of monitoring
Software protection methods Personal assessments Helping others
12
![Page 13: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/13.jpg)
Personal Assessments
13
No concerns Marginally ConcernedI’m not very secure
I don’t know how
Pragmatist
I’m not a target
I don’t matter (honest man)
You can’t find me (obscurity)
I know it when I see it
I used to be very insecure
I protect only my bank
I treat it like it’s public
I monitor very closely Fundamentalist
Mot
ivat
ion
![Page 14: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/14.jpg)
The Same as Westin’s
And it did not seem that all had been wrung from the quotations!
![Page 15: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/15.jpg)
Second Categorization
15
![Page 16: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/16.jpg)
• Each similar quote created a link between participants
16
![Page 17: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/17.jpg)
17
![Page 18: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/18.jpg)
18
• Starting at the strongest connections a weighted graph was created
![Page 19: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/19.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16
P1, P4, P8, P22, P25, P29
P10, P14, P17, P18, P19, P21, P23
P2, P6, P20, P26, P27, P30, P32
P3, P11, P13, P24, P28, P31
19
![Page 20: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/20.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16
P1, P4, P8, P22, P25, P29
P10, P14, P17, P18, P19, P21, P23
P2, P6, P20, P26, P27, P30, P32
P3, P11, P13, P24, P28, P31
20
Learns from TV shows and Friends
Passwords are unique and personal ‘to me’
Don’t believe they are personally a target
![Page 21: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/21.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16
P1, P4, P8, P22, P25, P29
P10, P14, P17, P18, P19, P21, P23
P2, P6, P20, P26, P27, P30, P32
P3, P11, P13, P24, P28, P31
21
Chooses security over convenience
![Page 22: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/22.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16
P1, P4, P8, P22, P25, P29
P10, P14, P17, P18, P19, P21, P23
P2, P6, P20, P26, P27, P30, P32
P3, P11, P13, P24, P28, P31
22
“I don’t matter” (Honest Man)
![Page 23: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/23.jpg)
Unifying Dimensions
• Identify meta-characteristics of the five P-clusters of participants
• Both Knowledge (low and high) and Motivation (low, medium and high)
23
![Page 24: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/24.jpg)
Motivation vs Knowledge Continuums
Kno
wle
dge
Motivation
24
*Approximation
![Page 25: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/25.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16
P1, P4, P8, P22, P25, P29
P10, P14, P17, P18, P19, P21, P23
P2, P6, P20, P26, P27, P30, P32
P3, P11, P13, P24, P28, P31
25
![Page 26: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/26.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16Low Knowledge & Low Motivation
P1, P4, P8, P22, P25, P29High Knowledge & High Motivation
P10, P14, P17, P18, P19, P21, P23Lower Knowledge &
Low - Medium Motivation
P2, P6, P20, P26, P27, P30, P32Higher Knowledge &
Medium - High Motivation
P3, P11, P13, P24, P28, P31High Knowledge & Lower Motivation
26
![Page 27: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/27.jpg)
P-Clusters
P5, P7, P9, P12, P15, P16Low Knowledge & Low Motivation
Marginally Aware
P1, P4, P8, P22, P25, P29High Knowledge & High Motivation Fundamentalist
P10, P14, P17, P18, P19, P21, P23
Lower Knowledge & Low - Medium Motivation
Struggling Amateur
P2, P6, P20, P26, P27, P30, P32
Higher Knowledge & Medium - High Motivation Technician
P3, P11, P13, P24, P28, P31High Knowledge & Lower Motivation Lazy Expert
27
![Page 28: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/28.jpg)
• So now what?
• I have these long lists of traits and dimensions that aren’t very helpful for informing design on their own
• How to incorporate these clusters into the design process?
28
![Page 29: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/29.jpg)
Personas
29
Mark Robert Allison Patricia Henry
![Page 30: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/30.jpg)
Personas
30
Marginally Aware Fundamentalist
StrugglingAmateur Technician
Lazy Expert
Mark Robert Allison Patricia Henry
![Page 31: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/31.jpg)
Patricia
• The Technician -- Medium-High Knowledge and High-Medium Motivation
• “The Nigerian princes and stuff. That stuff, I know it when I see it now.”
• And Short Profile
31
![Page 32: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/32.jpg)
Evaluation
• Evaluating the Categories
• Evaluating the Personas
32
![Page 33: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/33.jpg)
Evaluating Categories
• Colleague’s Study on WiFi Security
• 12 Participants
• Taught them about the personas and asked them to assess the fit of their participants
33
![Page 34: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/34.jpg)
Evaluation
• Evaluating the Categories
• Evaluating the Personas
34
![Page 35: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/35.jpg)
Evaluating Personas
35
![Page 36: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/36.jpg)
Future Work
• Expanding the user research
• Demographically
• Quantitatively - Survey tool
• Applying the personas to design
• New tools or redesigns to use the differences between people
36
![Page 37: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/37.jpg)
Conclusion
• The goal of this work is to begin to address Privacy and Security attributes of users based on a view of users as a heterogeneous yet concrete community.
• Qualitative Interview Study
• Privacy and Security User Categorization
• Persona Creation and Demonstrated Use
37
![Page 38: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/38.jpg)
Thank you!Questions? Comments? Concerns?
38
![Page 39: Privacy and Security Attitudes, Beliefs and Behavioursdberry/ATRE/Slides/JLW... · 2017-07-15 · P-Clusters P5, P7, P9, P12, P15, P16 Low Knowledge & Low Motivation Marginally Aware](https://reader034.vdocuments.us/reader034/viewer/2022043006/5f9060fcd8e7cb1f282abc43/html5/thumbnails/39.jpg)
• Focus of User’s concerns
Global Security
Local Security
Global Privacy
Local Privacy
39