Chris Jay Hoofnagle

How Different are Young Adults from Older Adults When it Comes to Information Privacy Attitudes and Policies?

Author(s): Chris Jay Hoofnagle
Year: 2010

Abstract: Study by:

Chris Jay Hoofnagle
University of California, Berkeley - School of Law, Berkeley Center for Law & Technology

Jennifer King
UC Berkeley School of Information; Berkeley Center for Law & Technology

Su Li
University of California, Berkeley- School of Law, Center for the Study of Law and Society

Joseph Turow
University of Pennsylvania - Annenberg School for Communication

Media reports teem with stories of young people posting salacious photos online, writing about alcohol-fueled misdeeds on social networking sites, and publicizing other ill-considered escapades that may haunt them in the future. These anecdotes are interpreted as representing a generation-wide shift in attitude toward information privacy. Many commentators therefore claim that young people “are less concerned with maintaining privacy than older people are.” Surprisingly, though, few empirical investigations have explored the privacy attitudes of young adults. This report is among the first quantitative studies evaluating young adults’ attitudes. It demonstrates that the picture is more nuanced than portrayed in the popular media.

In this telephonic (wireline and wireless) survey of internet using Americans (N=1000), we found that large percentages of young adults (those 18-24 years) are in harmony with older Americans regarding concerns about online privacy, norms, and policy suggestions. In several cases, there are no statistically significant differences between young adults and older age categories on these topics. Where there were differences, over half of the young adult-respondents did answer in the direction of older adults. There clearly is social significance in that large numbers of young adults agree with older Americans on issues of information privacy.

A gap in privacy knowledge provides one explanation for the apparent license with which the young behave online. 42 percent of young Americans answered all of our five online privacy questions incorrectly. 88 percent answered only two or fewer correctly. The problem is even more pronounced when presented with offline privacy issues – post hoc analysis showed that young Americans were more likely to answer no questions correctly than any other age group.

We conclude then that that young-adult Americans have an aspiration for increased privacy even while they participate in an online reality that is optimized to increase their revelation of personal data.

Keywords: Behavioral advertising, online advertising, privacy, transparency, consumer protection, social networking, age, young

Link: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1589864