‘It’s always about them wanting our data' – vulnerable groups’ mental models of and attitudes towards vertical data flows

Vertical data flows (e.g. towards companies) are abstract and already difficult to understand for adults with some technical knowledge, exposing them to various privacy risks. Structural factors, such as complex information presentation and a lack of accessible technologies, render specific groups particularly vulnerable by constraining their opportunities for privacy management. To support these users in protecting their privacy online, we need a better understanding of different vulnerable groups’ mental models of and attitudes towards these processes. We conducted a total of nine focus groups with children, older adults, adults with cognitive disabilities (CD), and a cohort of adults without specific vulnerabilities. Discussions were analysed using qualitative content analyses to investigate knowledge of and attitudes towards vertical data flows. Our results highlight that children’s and adults with CD’s understanding strongly relies on observable and tangible processes. Older adults understand more abstract concepts; however, the overarching implications of big data remain untapped. The broader adult cohort displayed more pronounced knowledge, though misconceptions existed. While the attitudes of adults with CD and children are influenced by their caregivers, older adults tend to rely on their life experience. We derive implications for vulnerable groups’ privacy protection online.