Perceived Privacy Risk
Privacy risks encompass fears around perceptions of privacy, security, and identity-theft. It is exhibited through a lack of confidence in the online environment and a reluctance to share anything private through digital means. This risk includes concerns about data security, scams and the fear of being tracked online as well as accidently signing up to subscriptions and automatic monthly payments that can be confusing.
For Dawn, these perceptions of risk manifest in the following ways:
“I worry that people can see my personal details when I go online to transact.”
Privacy risks include the fears about personal details being entered online. For example, Dawn is concerned that her privacy has been invaded as she looked up an air fryer for her sister’s birthday and now, she is seeing lots of cooking adverts popping up on her screen.
“I’m worried that people might be able to access my account or credit card information if I were to shop online”
Privacy risk also include fear of unknown third parties hacking into accounts or credit card information while online. For example, although free WIFI is common on for her upcoming trip to Bali, Dawn is worried about using it due to the risk of fraud and viruses entering her devices.