Paradox or pragmatism? : A qualitative study on attitudes towards personal privacy regarding smart speakers in the home

The purpose of this study was to examine how users perceive and relate to their personal privacy in relation to smart speakers in the home. The focus is on understanding percep-tions of data sharing, awareness of third-party use of information, and factors influencing attitudes towards this technology. The study is based on nine qualitative interviews and a thematic analysis. The results show that convenience is often prioritized over privacy concerns, but there is an aware-ness of the collection and use of personal information. Some users took active measures to protect their privacy, showing different values and degrees of awareness. The study highlights the need for user-friendly and transparent systems to enable informed decisions about digital presence.