i. tjostheim, b. nordlund, j. lous, k. fuglerud [email protected]
DESCRIPTION
Travelers and location-information in the mobile environment – consumer attitudes and a prototype of a service for early adopters of mobile Internet service. I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud [email protected] The Norwegian Computing Center. Point of departure. - PowerPoint PPT PresentationTRANSCRIPT
Travelers and location-information in the mobile environment
– consumer attitudes and a prototype of a service for early adopters of mobile Internet
service
I. Tjostheim, B. Nordlund, J. Lous, K. Fuglerud
The Norwegian Computing Center
ENTER 2003 Research Track Slide Number 2
Point of departure
• The new 2.5G and 3G networks
• advanced m-phones
• Privacy concerns, the individual’s information privacy is the right to determine when, how, and to what extent information about a person is communicated to others. Westin, Alan, (1967) Privacy and Freedom.
• A new research field: “Privacy Enhancing Technology”
ENTER 2003 Research Track Slide Number 3
• “Because rigorous theoretical and empirical research on the marketing implications of m-commerce is lacking, it would seem appropriate to conclude this article with a serious of illustrative questions: - How must consumer privacy policies be designed? - What m-commerce activities should be placed in the set that mobile devices users would need to opt in to, and what m-commerce activities should be placed in the set that they would need to opt out of? Balasubramanian, Peterson & Jarvenpaa (2002)
• “Location-aware services as a general concept raise a number of ethical and legal issues. These include security, user privacy, etc. Obviously such issues have implications for everybody, including tourists, and the successful resolution of these issues is a prerequisite for the widespread deployment of electronic tourist guides.” O’Grady, O’Hare, & Gregory (2002)
ENTER 2003 Research Track Slide Number 4
Hypothesis
• H1 Individuals with e-commerce experience are more willing to share personal information online than the general Internet-user.
• H2 The travelers with e-commerce experience will be among the early adopters of mobile Internet (MI) services.
ENTER 2003 Research Track Slide Number 5
The surveys
National survey 2000/01 Travel survey 2002
5376 (100%)
Internet users 3094 (58%) 458 (100%)
Daily Internet user 1572 (29%) 367 (80%)
Has e-commerce experience 1544 (29%) 334 (73%)
Has an advanced m-phones 485 (9%) -
• The first survey was a large postal survey to members of a national panel, the winter 2000/2001. The second, a travel survey targeted to members of the Internet-population with travel experience.
ENTER 2003 Research Track Slide Number 6
The profile of the respondents with e-commerce experienceNational survey 2000/01 Travel survey 2002
Men - women 52% - 48% 68% - 32%15 – 29 years old30 – 39 years old40 – 49 years old50 – 59 years old60 years or old
24%32%24%16%5%
22%29%30%14%5%
StudentPrimary schoolTechnical/professional schoolCollege- or university degree
12%13%28%48%
-20%23%57%
Income less than 25000 EURO“ between 25 – 50000 EURO“ more than 50000 EUROUn-answered
22%56%15%7%
16%51%28%5%
N= 1544 334
ENTER 2003 Research Track Slide Number 7
Attitudes to advertisement and willingness to share personal information on the Internet.To what extent do you agree to the following;
National survey Winter 2000/01 Internet-users withoute-commerceexperience
Internet-users withe-commerceexperience
Travelers – has bookedtravel services online
more than 3 times
It is OK to receive advertisements from a company in e-mails even though I haven’t approved it in advance
Strongly disagreePartly disagreePartly agreeStrongly agreeImpossible to answer
64%16%11%5%3%
64%18%10%6%2%
66%12%14%8%0
N= 1525 1350 188
ENTER 2003 Research Track Slide Number 8
Attitudes to advertisement and willingness to share personal information on the Internet.To what extent do you agree to the following;National survey Winter 2000/01 Internet-users without
e-commerceexperience
Internet-users withe-commerceexperience
Travelers – has bookedtravel services online
more than 3 timesFor goods & services of interest to me, I am positive to register and receive advertisementStrongly disagreePartly disagreePartly agreeStrongly agreeImpossible to answer
47%15%25%12%2%
29%16%30%23%1%
24%10%39%26%
-I think it is OK to register in order to get access to information on the Internet if the information isinterestingStrongly disagreePartly disagreePartly agreeStrongly agreeImpossible to answer
21%13%37%27%2%
12%10%35%42%1%
9%5%
35%49%1%
I am positive to become a member/registered customer on the Internet of a supplier of a brand that I likeand use.Strongly disagreePartly disagreePartly agreeStrongly agreeImpossible to answer
47%16%23%10%4%
26%16%33%23%2%
18%12%33%34%
-N= 1525 1350 188
ENTER 2003 Research Track Slide Number 9
Internet-behavior and mobile phonesNational survey Travel survey
Has a MI phone Is planning tobuy a MI-phone
Are using SMS,but not wap-
services
Are using wap-services
E-commerce experienceWithout e-com. experience
13%10%
9%5%
47%45%
12%2%
ENTER 2003 Research Track Slide Number 10
Personal information and search vs. buying behaviorWhat kind of information are you willing to give in order to get information / to buy about products andservices on the Internet?National survey Winter 2000/01 Internet-users
without e-commerceexperience
Internet-users withe-commerceexperience
Travelers -has booked travel
services online morethan 3 times
… in order to get information about products and services
E-mail addressName and addressShopping behavior informationInfo about gender, age, incomeOfficial id-numberCredit card number
76%50%26%26%3%1%
89%65%32%34%3%3%
95%68%31%34%6%5%
…in order to buy products or services
E-mail addressName and addressShopping behavior informationInfo about gender, age, incomeOfficial id-numberCredit card number
58%55%21%20%3%5%
78%89%26%32%7%
23%
88%87%23%33%11%43%
N= 1548 1356 188
ENTER 2003 Research Track Slide Number 11
Key findings
• H1 was supported
– individuals with e-commerce experience are more willing to share personal information online than the general Internet-user.
• H2 was supported
- the travelers with e-commerce experience are, according to this study, among the early adopters of mobile Internet (MI) services. 11% of the members in this segment had experience with MI services. The travelers with e-commerce experience seem to be quite willing to reveal personal information in an electronic environment.
ENTER 2003 Research Track Slide Number 12
The prototype – controlling access to location information
• This prototype is a system that provides a single place for a user of a mobile phone to define his or her privacy policy regarding location information.
ENTER 2003 Research Track Slide Number 15
Concluding remarks
• The prototype will be used as a tool in the investigation of user-preferences, as well as reactions and attitudes with regard to location privacy policies. The effectiveness of a privacy policy will depend on the possibilities for enforcing the policy.
• There is a substantial challenge in making the relation between the user interface and the requirements for a privacy policy consistent and at the same time making it understandable for the users.
• “Travel and tourism” is in its nature international. Hence, systems that will function across national borders are needed. It is highly desirable to develop a cross national and non-proprietary solution that operates independent of the separate network operators