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Impact of Privacy Messaging on COVID-19 Exposure Notification App Downloads: Evidence From a Randomized Experiment.
Laura A Gibson1, Erica L Dixon1, Marissa A Sharif2
1Department of Medical Ethics and Health Policy, Perelman School of Medicine, University of Pennsylvania, Philadelphia, Pennsylvania.
AJPM Focus
|December 27, 2022
Summary
Describing privacy protections in digital contact-tracing apps did not increase download intentions. However, messaging about security did enhance users
Area of Science:
- Public Health
- Digital Health
- Behavioral Science
Background:
- Digital contact-tracing apps can help control disease spread but face low adoption rates.
- User trust and privacy concerns are significant barriers to the widespread use of these technologies.
Purpose of the Study:
- To investigate if messaging about privacy protections influences intentions to download COVID-19 contact-tracing apps.
- To determine if emphasizing privacy assurances calms concerns or if it heightens awareness of potential risks.
Main Methods:
- A randomized controlled trial was conducted with 860 adult smartphone owners in the U.S.
- Participants were assigned to receive either privacy-assured messaging or no privacy information.
- Intention to use the app was measured on a 4-point scale assessing download, active use, and Bluetooth activation.
Main Results:
- No significant difference in download intention was found between the privacy-assured and no-privacy groups (mean=2.69 for both).
- Describing privacy protections did not increase privacy concerns.
- Participants in the privacy-assured group showed increased endorsement of data security beliefs (mean=2.74 vs. 2.58).
Conclusions:
- Messaging that assures users about privacy protections in digital contact-tracing apps is unlikely to backfire.
- Further research is needed to explore communication strategies that enhance public trust in these technologies, focusing on data access and retention.
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