Service or surveillance: the sensitivity of individuals to revealing their location identity data whilst using mobile devices

This project sought to understand the attitudes of individuals toward their personal location identity data and their willingness to share that information in digital environments. The ubiquitous nature of digital technology requires individuals to digitise increasing amounts of personal information. On the one hand, this provides them with the opportunity to provide personal data to various individuals or organisations for their personal convenience, however it also means that their data can be copied, shared and stored, often without their knowledge or consent. The effectiveness and efficiencies achieved through digitisation have changed expectations across all fields of social, economic and environmental engagement. This study therefore focused on the knowledge and beliefs of a technology-involved adult population regarding the routine capture, storage and use (including sharing) of their digitised personal and location information, utilising data collected in 2012 and 2013. It also explored the willingness of these consumers to share different types of personal information (e.g. demographic, health, financial, and commercial preferences) with various organisations (including emergency services, educational, healthcare, financial and other commercial institutions) for a perceived benefit (such as access to information or services). Finally, it explored their use of services that collect such data, whether they are aware of it or not.