Predicting Mobile App Privacy Preferences with Psychographics.

Using a multi-country data set of over 600 survey participants, we show that psychographics and various attributes of the mobile app context are predictive of user privacy preferences. In particular, we find that a user's decision-making style is predictive of their privacy preferences, with users who are more independent decision makers tending to be more conservative about sharing personal information. We also provide additional insights into several of the privacy preference clusters identified in Lin et al.\\@ 2014 by finding that users who are more privacy-concerned tend to be more knowledgeable of app privacy risks and more attentive to app permissions requests, and those individuals with less concern are more likely to trust well-known app companies.