Using clustering methods to identify different profiles based on similarity in online security and privacy attitudes

This paper examines behavior patterns related to online security and privacy attitudes from individuals across 28 European Union (EU) countries. By using the k-means clustering, the countries were assigned to three different profiles based on similarities in online security and privacy attitudes. The study revealed significant differences in online security and privacy attitudes between individuals from countries assigned to high, low and medium concerned profile. Concerns about online privacy and security of individuals in high concern profile were significantly higher compared to other two profiles, while individuals in low concern profile expressed a significantly lower level of concern about online privacy and security compared to other two profiles. A cross-national EU-based exploration and visual map-ping of attitudes was provided.