Perceptions and actions: Combining privacy and risk perceptions to better understand user behaviour

Exploring the link between privacy and behaviour has been difficult, as many contextual and other variables lead to a schism between privacy attitudes and behaviour. We propose that one possible means forward is to consider risk perceptions as an important additional dimension when exploring individual differences in privacy concern. Using cluster analysis, we demonstrate the benefit of creating more multi-dimensional user profiles (=clusters) as these can provide a better inside into behaviour. These clusters were able to differentiate users based on both privacy and risk perceptions into users who were (a) highly concerned and risk-sensitive; (b) unconcerned but risk-aware; and (c) moderately concerned but less risk-aware cluster. Using these clusters, we were able to explain different patterns of self-reported behaviours related to technical and general caution. Further analysis of behaviours associated with the use of mobile devices, public networks and social networking in relation to these clusters did not result in any significant findings. We provide a number of topics for discussion and practical solutions that have yet to be implemented in order to better understand the link between privacy attitudes and behaviour.