When Are Users Comfortable Sharing Locations with Advertisers ?

  • Kelley P
  • Benisch M
  • Cranor L
 et al. 
  • 85


    Mendeley users who have this article in their library.
  • 21


    Citations of this article.


As smartphones and other mobile computing devices have increased in ubiquity, advertisers have begun to realize a more effective way of targeting users and a promising area for revenue growth: location-based advertising. This trend brings to bear new questions about whether or not users will adopt products involving this potentially invasive form of advertising and what sorts of protections they should be given. Our real-world user study of 27 participants echoes earlier findings that users have significant privacy concerns regarding sharing their locations with advertisers. However, we examine these concerns in more detail and find that they are complex (e.g., relating not only to the quantity of ads, but the locations and times at which they are received). With advanced privacy settings, users stated they would feel more comfortable and share more information than with a simple opt-in/opt-out mechanism.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document


  • Patrick Gage Kelley

  • Michael Benisch

  • Lorrie Faith Cranor

  • Norman Sadeh

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free