USERS' PRIVACY AND SECURITY BEHAVIORS ON MOBILE DEVICES.

Preferences and behaviors for privacy management with mobile applications are difficult to capture. Previous measures are mostly based on self-report data, which often does not accurately predict actual user behavior. A deeper understanding was sought, gleaned from observing actual practices. This thesis analyzes 11,777 applications from the Google Play marketplace in order to determine the impact of privacy settings on purchase behavior. This was done by looking at the effect of the number of privacy concessions as well as the effect of individual concessions and category on number of downloads. It was found that users of paid applications do not have a preference for fewer privacy concessions. This study further reinforces the disconnect between the user's often stated preference for privacy and their actual behavior – a discrepancy known as the “privacy paradox ”. Theoretical and practical implications are discussed