Symposium On Usable Privacy and Security

In-cooperation with USENIX

2nd Annual Privacy Personas and Segmentation (PPS) Workshop

The PPS workshop is an opportunity for researchers and practitioners to explore improved methods and tools for understanding privacy concerns, facilitating the construction of privacy personas and/or segmenting users on the basis of their diverse privacy attitudes, concerns, and behaviors. These characterizations may make it possible to better predict online behavior and disclosure, to personalize interfaces, to suggest appropriate default settings, and to measure shifts in public sentiment.


8:00 - 9:00 am
9:00 - 10:30 am
Session 1 – Multiple Personae (Chair: Allison Woodruff)

Opening Keynote Privacy Personae – US Legal (and Political) Considerations.
A. Michael Froomkin
Implications of Device Sharing Behaviors for Predicting Privacy Preferences.
Anna Turner, Tara Matthews, Kerwell Liao, Marianne Berkovich, and Sunny Consolvo
10:30 - 11:00 am
11:00 - 12:30 pm
Session 2 – Apps ‘n Ads: Awareness, Perceptions, and Behaviors (Chair: Jessica Vitak)

Privacy and Behavioral Advertising: Towards Meeting Users‘ Preferences.
Pedro Giovanni Leon, Ashwini Rao, Florian Schaub, Abigail Marsh, Lorrie Faith Cranor and Norman Sadeh
Perceived Frequency of Advertising Practices.
Sai Teja Peddinti, Allen Collins, Aaron Sedley, Nina Taft, Anna Turner and Allison Woodruff
Location-Based Applications – Benefits, Risks, and Concerns as Usage Predictors.
Maija Poikela, Ina Wechsung and Sebastian Möller
12:30 am - 1:30 pm
1:30 - 3:00 pm
Session 3 – Social and Cultural Antecedents of Privacy (Chair: Norman Sadeh)

Multiple Facets of Information Privacy: A Socio-Cultural Approach.
Hsiao-Ying Huang and Masooda Bashir
Cross-Cultural Privacy Prediction.
Yao Li, Bart P. Knijnenburg, Alfred Kobsa and M-H. Carolyn Nguyen
Balancing Privacy Concerns and Impression Management Strategies on Facebook.
Jessica Vitak
3:00 - 3:30 pm
3:30 - 5:00 pm
Session 4 – Lightning and Learning (Chair: Pedro Leon)

Lightning Talks
Closing Keynote Learning People's Privacy Preferences: Opportunities and Challenges.
Norman Sadeh

Please note: Authors will be given a maximum of 18 minutes to present their papers, plus time for questions and discussion. Time limits will be rigorously enforced throughout the day by session chairs.

Scope and Focus

Scholars and practitioners have long been interested in understanding and measuring privacy attitudes and concerns, and their relationship with privacy behavior. Over time, an awareness has emerged of the importance of context in privacy concerns, and the complex relationship between concerns and actual behaviors. In recent years, proposals have been made to segment individuals into more granular and detailed categories of privacy concerns or behaviors, and classifying or predicting their privacy types, or personas. Such efforts have been motivated by the goals of better understanding the relationships between privacy attitudes, concerns and behaviors, and of helping end users make better privacy decisions.

The focus of the PPS workshop is to bring together researchers and practitioners interested in privacy personas and segmentation, to encourage a paradigm shift in the measurement, modeling, and characterization of privacy concerns which recognizes the complex interaction of factors influencing it. Those interested in participating should submit a research or position paper on a relevant topic. Topics of interest include, but are not limited to:

Email inquiries may be sent to: or


Alessandro Acquisti, Carnegie Mellon University
Bart Knijnenburg, University of California, Irvine
Norman Sadeh, Carnegie Mellon University
Allison Woodruff, Google