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"Check out where I am!": location-sharing motivations, preferences, and practices

Rapid growth in the usage of location-aware mobile phones has enabled Location Sharing Services (LSS) to gain mainstream adoption. Integration with social networking services has further accelerated LSS usage. We conducted an online study (N = 401) to uncover the impact of recent changes in the underlying social and technological landscape on the preferences and practices of LSS users in the US. We found that the main motivations for location sharing were to connect with one's social circle, to project an interesting image of oneself, and to receive rewards offered for "checking in." Respondents overwhelmingly preferred sharing location only upon explicit action. More than 25% of the respondents recalled at least one instance of regret over having shared location. These findings highlight the tension between the utility of location sharing and concerns with invasions of privacy. Empowering users to resolve this tension effectively can potentially drive further growth in adoption and utility of LSS.