Exploring consumers’ attitudes of smart TV related privacy risks

Abstract

A number of privacy risks are inherent in the Smart TV ecosystem. It is likely that many consumers are unaware of these privacy risks. Alternatively, they might be aware but consider the privacy risks acceptable. In order to explore this, we carried out an online survey with 200 participants to determine whether consumers were aware of Smart TV related privacy risks. The responses revealed a meagre level of awareness. We also explored consumers’ attitudes towards specific Smart TV related privacy risks. We isolated a number of factors that influenced rankings and used these to develop awareness-raising messages. We tested these messages in an online survey with 155 participants. The main finding was that participants were generally unwilling to disconnect their Smart TVs from the Internet because they valued the Smart TV’s Internet functionality more than their privacy. We subsequently evaluated the awareness-raising messages in a second survey with 169 participants, framing the question differently. We asked participants to choose between five different Smart TV Internet connection options, two of which retained functionality but entailed expending time and/or effort to preserve privacy.