These are the slides from the presentation at the New Friends 2016 Conference in Barcelona, November 2-4 2016.

1. Privacy Concerns and Social Robots
Presenting New Empirical Evidence
New Friends Conference
Barcelona, November 3 2016
Christoph Lutz, christoph.lutz@bi.no - @lutzid Aurelia Tamò, @a_a_tamo

2. New Friends 2016
Privacy and Social Robots
Tamò & Lutz
Page 2 Agenda
• Background
• Survey Methods
• Results
• Implications & Outlook

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Privacy and Social Robots
Tamò & Lutz
Page 3
Background

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Privacy and Social Robots
Tamò & Lutz
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Privacy and Social Robots
Tamò & Lutz
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Privacy and Social Robots
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Privacy and Social Robots
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Privacy and Social Robots
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Privacy and Social Robots
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Privacy and Social Robots
Tamò & Lutz
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Methods

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Privacy and Social Robots
Tamò & Lutz
Page 11 Data and Method
• Amazon Mechanical Turk survey with 500 individuals
• Respondents based in the United States
• 55% male, 45% female
• Most respondents have some college or a Bachelor’s degree (72%)
• Most respondents are employed (62%) or self-employed (16%) but
some other groups as well (students, unemployed, homemaker)

12. New Friends 2016
Privacy and Social Robots
Tamò & Lutz
Page 12 Robots in Different Social Contexts

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Privacy and Social Robots
Tamò & Lutz
Page 13 Measurement (1/2)
Informational Privacy Concerns: Social (3 items)
Other users…
…engaging in identity theft through the robot
…hacking into the robot
…stalking me via the robot
Informational Privacy Concerns: Institutional (4 items)
The robot manufacturer…
…insufficiently protecting personal data
…tracking and analyzing personal data
…selling personal data to third parties
…sharing personal data with government agencies

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Privacy and Social Robots
Tamò & Lutz
Page 14 Measurement (2/2)
Physical Concerns (5 items)
The robot…
…damaging or dirtying personal belongings,
…asking me personal questions
…entering areas it shouldn’t access
…using items it shouldn’t use
Social Bonding Concerns (4 items)
I become too emotionally attached to the robot.
I develop too intimate feelings towards the robot.
I develop an unhealthy friendship with the robot.
I become dependent on the robot.

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Privacy and Social Robots
Tamò & Lutz
Page 15
Results

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Informational Privacy Concerns: Social
(Other Users)
3.04 3.53 2.93
Identity Theft Hacking Stalking

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Privacy and Social Robots
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Informational Privacy Concerns: Institutional
(Manufacturer)
3.70 3.71 3.74 3.72
Insufficient Data
Protection
Tracking and
Analyzing Data
Selling Data Sharing Data with
Government

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Privacy and Social Robots
Tamò & Lutz
Page 18 Physical Privacy Concerns: Robot (1/2)
2.56 1.90 2.14
Damaging or Dirtying
Personal Belongings
Asking Personal
Questions
Snooping through
Personal Belongings

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Privacy and Social Robots
Tamò & Lutz
Page 19 Physical Privacy Concerns: Robot (2/2)
2.40 2.08
Entering Areas It
Shouldn‘t Access
Using Items It
Shouldn‘t Use

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Privacy and Social Robots
Tamò & Lutz
Page 20 Bonding Privacy Concerns: Robot - User
1.71
Emotional Attachment
1.36 1.52 2.32
Intimate Feelings Unhealthy
Friendship
Dependence

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Privacy and Social Robots
Tamò & Lutz
Page 21 Summary and Further Findings
Type of Concern Average Value (1-5)
Informational Privacy Concerns:
Social (Other users)
3.17
Informational Privacy Concerns:
Institutional (Manufacturer)
3.72
Physical Privacy Concerns 2.25
Bonding Privacy Concerns 1.73
• High correlations between informational privacy concerns: social
and informational privacy concerns: institutional
• Moderate correlations (0.3) between informational privacy
concerns: institutional and physical privacy concerns
• Low correlations between bonding privacy concerns and other
concerns

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Privacy and Social Robots
Tamò & Lutz
Page 22 Summary and Further Findings
• Privacy concerns correlate (weakly but) significantly with users‘ general
attitude towards robots. In particular, access concerns have a negative effect.
• Access concerns reduce users‘ trust in robots – and/or trust reduces users‘
access concerns.
• Interestingly, bonding concerns increase users‘ trust in robots – and/or trust
reduces users‘ bonding concerns.

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Privacy and Social Robots
Tamò & Lutz
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Implications and Outlook

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Page 24 Implications
• Privacy concerns about robots are pronounced among respondents
• Necessity to distinguish different types of privacy concerns
• Informational privacy concerns: institutional most pronounced
⇒ Robots manufacturers should think about data protection!
⇒ Depiction of robots and AI in popular culture covers aspects most users
don’t worry about (bonding).
⇒ Users might underestimate robots’ bonding potential.

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Privacy and Social Robots
Tamò & Lutz
Page 25 Outlook
• More (empirical) resarch to be done on robots and privacy
• Next step for us: bringing pieces together into a testable model

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Thank You For Sharing
Your Thoughts
Norwegian Business School (BI)
Center for Internet & Society
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