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date: 05 June 2020

Abstract and Keywords

This chapter explores how smartphone users understand and navigate digital privacy toward commercial players in a mobile Internet context. The purpose is to gain insight on the interplay between privacy attitudes, knowledge, and actions when connections between individuals and companies are mediated, persistent, and extensive. Such connections have proliferated due to the rapid spread of smartphones among consumers. The authors develop a framework, the privacy awareness grid, to map the relationship between privacy concern and privacy literacy. Then, they present survey results from 2017, based on a total of 3,200 young smartphone users from Norway, Serbia, Malaysia, and Pakistan. They find that the share of privacy-concerned users is high and surprisingly similar across the four surveyed countries, while the share of privacy-literate users varies from 51% in Norway to 1% in Pakistan. Being privacy-literate correlates with privacy concerns, and in particular, few respondents are both privacy-literate and unconcerned. The more privacy-concerned and privacy-literate respondents also take more privacy-protection actions.

Keywords: mobile, smartphone, privacy, awareness, concern, literacy, communication, comparative study

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