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Evaluating Potentials of Internet- and Web-based Socialtv in the Light of Privacy

In the current information technology age, the demand of tools that meet social interaction needs, e.g. SocialTV and Internet-based media advertisement, is gaining in importance. Thus privacy becomes a matter of concern in this respect. Social interactions comprises privacy risks and threats that may enable abuse, e.g., man-in-the-middle attacks based on profile analysis at the server-side. Since in the area of SocialTV current software as well as hardware solutions are mostly server-centric, one cannot fully eliminate accidental or intentional risks and threats even by the reconstruction of users’ personal information and their interdependencies. In this paper, we report on results of an evaluation of the potentials of SocialTV by considering end-users’ privacy based on lab and field trials. In these trials we enabled eighteen people of various ages and expertise to use centralized as well as decentralized (group-centric) solutions for SocialTV by means of a Web-based software prototype. Further, we describe the followed methodology used by the evaluation in order to allow porting it for future evaluations in other social contexts.