Location and Privacy: Where are we Headed?
LOCATION & PRIVACY: Microsoft DATA PRIVACY DAY 2011 www.microsoft.com/privacy/dpd WHERE ARE WE HEADED? Awareness of Location Based Services (LBS) Use of Location Based Services Location Based Services: Value Perception 51% report having ever used LBS. 62% of people say they are aware of LBS. Of those who use LBS, 94% 31% use LBS less than once a considered them valuable. month. One in 20 use these services every day, rising to one in 10 among those in the U.S. "Practical" services like GPS, weather alerts, traffic updates and finding restaurants are most commonly used. Only 18% of respondents have used LBS to tell others where they were or connect with individuals. People Are Concerned About Privacy and Want Control 52% of respondents expressed concern with sharing their location with other people or organizations. 49% would be more comfortable with LBS if they could easily and clearly manage who sees their location information. A clear majority of respondents are concerned about sharing their location without consent (84%), having personal information or identity stolen (84%), and suffering loss of privacy (83%). Responses Vary by Location Awareness and use of location-based services was similar across Canada, Germany, the U.K. and U.s. However, twice as many respondents in Japan are familiar with LBS. Japanese respondents have the highest usage and fewest privacy concerns. TOTAL CONTROL NO CONTROL Japanese respondents (42%) were less concerned than the overall population (52%) with allowing people to view their location, Research from Location-based Services Usage & Perceptions Survey conducted by Cross-Tab Marketing Services for Microsoft Corporation. Interviews were conducted online between Dec. 13-Dec. 22, 2010, among 1,500 respondents across the Canada, Germany, Japan, the U.K and US. LOCATION & PRIVACY: Microsoft DATA PRIVACY DAY 2011 www.microsoft.com/privacy/dpd WHERE ARE WE HEADED? Awareness of Location Based Services (LBS) Use of Location Based Services Location Based Services: Value Perception 51% report having ever used LBS. 62% of people say they are aware of LBS. Of those who use LBS, 94% 31% use LBS less than once a considered them valuable. month. One in 20 use these services every day, rising to one in 10 among those in the U.S. "Practical" services like GPS, weather alerts, traffic updates and finding restaurants are most commonly used. Only 18% of respondents have used LBS to tell others where they were or connect with individuals. People Are Concerned About Privacy and Want Control 52% of respondents expressed concern with sharing their location with other people or organizations. 49% would be more comfortable with LBS if they could easily and clearly manage who sees their location information. A clear majority of respondents are concerned about sharing their location without consent (84%), having personal information or identity stolen (84%), and suffering loss of privacy (83%). Responses Vary by Location Awareness and use of location-based services was similar across Canada, Germany, the U.K. and U.s. However, twice as many respondents in Japan are familiar with LBS. Japanese respondents have the highest usage and fewest privacy concerns. TOTAL CONTROL NO CONTROL Japanese respondents (42%) were less concerned than the overall population (52%) with allowing people to view their location, Research from Location-based Services Usage & Perceptions Survey conducted by Cross-Tab Marketing Services for Microsoft Corporation. Interviews were conducted online between Dec. 13-Dec. 22, 2010, among 1,500 respondents across the Canada, Germany, Japan, the U.K and US. LOCATION & PRIVACY: Microsoft DATA PRIVACY DAY 2011 www.microsoft.com/privacy/dpd WHERE ARE WE HEADED? Awareness of Location Based Services (LBS) Use of Location Based Services Location Based Services: Value Perception 51% report having ever used LBS. 62% of people say they are aware of LBS. Of those who use LBS, 94% 31% use LBS less than once a considered them valuable. month. One in 20 use these services every day, rising to one in 10 among those in the U.S. "Practical" services like GPS, weather alerts, traffic updates and finding restaurants are most commonly used. Only 18% of respondents have used LBS to tell others where they were or connect with individuals. People Are Concerned About Privacy and Want Control 52% of respondents expressed concern with sharing their location with other people or organizations. 49% would be more comfortable with LBS if they could easily and clearly manage who sees their location information. A clear majority of respondents are concerned about sharing their location without consent (84%), having personal information or identity stolen (84%), and suffering loss of privacy (83%). Responses Vary by Location Awareness and use of location-based services was similar across Canada, Germany, the U.K. and U.s. However, twice as many respondents in Japan are familiar with LBS. Japanese respondents have the highest usage and fewest privacy concerns. TOTAL CONTROL NO CONTROL Japanese respondents (42%) were less concerned than the overall population (52%) with allowing people to view their location, Research from Location-based Services Usage & Perceptions Survey conducted by Cross-Tab Marketing Services for Microsoft Corporation. Interviews were conducted online between Dec. 13-Dec. 22, 2010, among 1,500 respondents across the Canada, Germany, Japan, the U.K and US. LOCATION & PRIVACY: Microsoft DATA PRIVACY DAY 2011 www.microsoft.com/privacy/dpd WHERE ARE WE HEADED? Awareness of Location Based Services (LBS) Use of Location Based Services Location Based Services: Value Perception 51% report having ever used LBS. 62% of people say they are aware of LBS. Of those who use LBS, 94% 31% use LBS less than once a considered them valuable. month. One in 20 use these services every day, rising to one in 10 among those in the U.S. "Practical" services like GPS, weather alerts, traffic updates and finding restaurants are most commonly used. Only 18% of respondents have used LBS to tell others where they were or connect with individuals. People Are Concerned About Privacy and Want Control 52% of respondents expressed concern with sharing their location with other people or organizations. 49% would be more comfortable with LBS if they could easily and clearly manage who sees their location information. A clear majority of respondents are concerned about sharing their location without consent (84%), having personal information or identity stolen (84%), and suffering loss of privacy (83%). Responses Vary by Location Awareness and use of location-based services was similar across Canada, Germany, the U.K. and U.s. However, twice as many respondents in Japan are familiar with LBS. Japanese respondents have the highest usage and fewest privacy concerns. TOTAL CONTROL NO CONTROL Japanese respondents (42%) were less concerned than the overall population (52%) with allowing people to view their location, Research from Location-based Services Usage & Perceptions Survey conducted by Cross-Tab Marketing Services for Microsoft Corporation. Interviews were conducted online between Dec. 13-Dec. 22, 2010, among 1,500 respondents across the Canada, Germany, Japan, the U.K and US. LOCATION & PRIVACY: Microsoft DATA PRIVACY DAY 2011 www.microsoft.com/privacy/dpd WHERE ARE WE HEADED? Awareness of Location Based Services (LBS) Use of Location Based Services Location Based Services: Value Perception 51% report having ever used LBS. 62% of people say they are aware of LBS. Of those who use LBS, 94% 31% use LBS less than once a considered them valuable. month. One in 20 use these services every day, rising to one in 10 among those in the U.S. "Practical" services like GPS, weather alerts, traffic updates and finding restaurants are most commonly used. Only 18% of respondents have used LBS to tell others where they were or connect with individuals. People Are Concerned About Privacy and Want Control 52% of respondents expressed concern with sharing their location with other people or organizations. 49% would be more comfortable with LBS if they could easily and clearly manage who sees their location information. A clear majority of respondents are concerned about sharing their location without consent (84%), having personal information or identity stolen (84%), and suffering loss of privacy (83%). Responses Vary by Location Awareness and use of location-based services was similar across Canada, Germany, the U.K. and U.s. However, twice as many respondents in Japan are familiar with LBS. Japanese respondents have the highest usage and fewest privacy concerns. TOTAL CONTROL NO CONTROL Japanese respondents (42%) were less concerned than the overall population (52%) with allowing people to view their location, Research from Location-based Services Usage & Perceptions Survey conducted by Cross-Tab Marketing Services for Microsoft Corporation. Interviews were conducted online between Dec. 13-Dec. 22, 2010, among 1,500 respondents across the Canada, Germany, Japan, the U.K and US.
Location and Privacy: Where are we Headed?
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