Do Privacy and Security Matter to Everyone? Quantifying and Clustering User-Centric
summary
Online survey of 631 US participants quantifies what motivates and blocks smart‑home purchases: top motivators are convenience, ease of use, price/cost savings and need; top blockers are privacy, price, security, ease of use and reliability. Clustering yields three groups — affordability-oriented, privacy-oriented, reliability-oriented — and a small decision tree shows a price incentive can flip a privacy‑concerned buyer into the affordability cluster. Recommendations: label device priorities and surface concrete tradeoffs (privacy vs cloud features vs cost).
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chapters (6)
- 0:00Introduction
- 0:30Motivation
- 1:56Consumer Segmentation
- 2:42Decision Tree
- 3:47Recommendations
- 4:32Bounded rationality
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