ONDERZOEK - In een interessant artikel proberen economen Savage en Waldman de waarde van online privacy vast te stellen.
We estimate the value of online privacy with a differentiated products model of the demand for Smartphone apps. We study the apps market because it is typically necessary for the consumer to relinquish some personal information through “privacy permissions” to obtain the app and its benefits. Results show that the representative consumer is willing to make a one-time payment for each app of $2.28 to conceal their browser history, $4.05 to conceal their list of contacts, $1.19 to conceal their location, $1.75 to conceal their phone’s identification number, and $3.58 to conceal the contents of their text messages. The consumer is also willing to pay $2.12 to eliminate advertising. Valuations for concealing contact lists and text messages for “more experienced” consumers are also larger than those for “less experienced” consumers. Given the typical app in the marketplace has advertising, requires the consumer to reveal their location and their phone’s identification number, the benefit from consuming this app must be at least $5.06.
Kanttekening hierbij is wel of het moment van aankoop wel het beste moment is om de privacy voorkeuren van mensen te bepalen. Bij de beslissing tot aanschaf spelen verschillende factoren een rol en privacy is dan toch vaak een wat trivialer beoordelingsaspect.