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 Timothy, these perceptions of risk manifest in the following ways:
“I feel there is a high level of risk doing transactions online (e.g., banking, shopping).”
Privacy risks may manifest as a fear of not feeling safe doing online transactions due to the concern of privacy breach. For instance, Timothy frequently consults other seniors on how to safely shop online. He has ‘seen it all’ in terms of scams and fraud online. As such, he never shops from online retailers he does not know and is very careful with his digital payment methods.
“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, Timothy knows how cookies and search algorithms work and never misses an opportunity to tell people that with free services online, you are not the customer you are the product! He is deeply concerned about how personal information is sold to the highest bidder in order to tailor targeted advertising to users.
“I’m worried that people might be able to access my account or credit card information when I shop online”
Privacy risk also include fear of unknown third parties hacking into accounts or credit card information while online. For example, Timothy never uses free WIFI due to the risk of fraud and viruses entering his devices from an unsecure network. He often tells others that they should be more careful.
“I fear losing my privacy.”
This privacy risk is focused on the feeling that your privacy could be breached, you could become a victim of a scam, or your identity could be stolen. For instance, Timothy does not save his credit card information on his computer and he prefers to not login to any website and browse in ‘incognito’ mode.