privacy perceptions 

surrounding smart TVs Serge Egelman Research Director Usable Security & Privacy Group 
prior research 

online survey to gauge sensitivity to data disclosure from wearables 

• level of concern for 288 scenarios

• 72 data types • 4 different recipients (servers, public, 

coworkers, friends) 

• n=1,782 U.S. Internet users 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
objective: measure relative levels of con

for sharing as a function of data type an

recipient. 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu/ ●
observations 

significantly lower levels of concern whesharing with non-human recipients most concerning scenarios involved audvideo within the home, or financial risks ● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu/ ●
smart TVs 

survey to examine understanding of riskpertaining to smart TV data capture: 

• voice recognition (audio capture)• personalized recommendations • gesture recognition (video capture)• user recognition (video capture) • presence detection (video capture)• third-party apps (malware) 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu/ ●
primed to think about benef

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
demographics 

597 U.S. participants recruited from AmaMechanical Turk 

• Gender: 54% Male / 46% Female • Age: 19-74, mean of 36 • Education: 45% college graduates 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

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does data leave the device?

100% 

80%

19% 

60% 24% 

52% 

16% 

40% 19% 20% 

0% 

Audio for Voice Viewing History Video for Gesture Video for User 

Recognition for Recognition Recognition 

(n=93) Personalization (n=87) (n=110) 

(n=110) 

47% 

36% 

28% 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
will data be used for other 

purposes? 

100% 

80% 

60% 40% 20% 

0% 

Audio for Voice Viewing History Video for Gesture Video for User 

Recognition for Recognition Recognition 

(n=93) Personalization (n=87) (n=110) 

(n=110) 

40%

50%

39%

29%

18%

22%

32%24%

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
presumed legal protections 

Are there any laws or regulations that yoprevent smart TV manufacturers from shdata collected in your home with other pbeliefs that data would not be used for opurposes is significantly correlated with a strong privacy laws ● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
• I would assume the standard privacy laws 

would apply and that they would need my permission to share my data 

• I think there are privacy laws that would/sh

prevent that [from] happening 

• Privacy laws similar to privacy laws at doct

offices and hospitals 

• I am sure there must be laws intended to 

protect privacy in these circumstances

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu/ ●
cynicism about enforcemen

• Maybe, but I'm sure they know a loopho

some way around it. 

• I think they have a binding user agreeme

that the user agrees to that gives away trights to prevent sharing of data. 

• I'm sure we all sign away a lot of our righ

just by clicking on the terms of agreemewithout reading them. 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
likely recipients 

SomCom

70% 

62% 

60% Som

56% Com

Acce

50% 48% 

45% 44% 

40% 37% 30% 

23% 

19% 19% 20% 

10% 10% 10% 

2% 

0% 

Advertisers Hardware Cable Hackers TV Networks ISPs 

Manufacturers Companies 

● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu

/ ●
conclusion 

many people incorrectly believe privacy prevent certain uses of their data others understand that data can be sharare opposed to it, but do not believe they can do anything about it ● Serge Egelman ● Berkeley Laboratory for Usable and Experimental Security ● https://blues.cs.berkeley.edu/ ●