June 11, 2025

In the digital age, numerous studies have highlighted the phenomenon of comparative optimism among social media users regarding online privacy risks. This optimism involves individuals believing they are less likely to be affected by privacy breaches compared to others, leading them to take fewer preventive measures. ‘A Cross-Country Study of Comparative Optimism About Privacy Risks on Social Media’ (International Journal of Communication, 2023) by Associate Professors Hichang Cho and Elmie Nekmat (NUS Communications and New Media), Associate Professor Miriam Metzger (University of California, Santa Barbara), and Professor Sabine Trepte (University of Hohenheim) extends existing scholarship by exploring how different cultures exhibit varying degrees of comparative optimism regarding social media privacy risks.

Focusing on Germany, Singapore, and the United States, the researchers collected survey responses from Facebook users in these countries. Despite possessing similar communication technology environments, the three countries showcase distinct cultural characteristics, such as continental versus collectivistic tendencies. The survey responses are analyzed across four main dimensions: self-efficacy beliefs about privacy risks, prior experiences with privacy breaches, privacy-protection behaviors, and patterns of social media usage.

The study’s findings align with existing scholarship by confirming the prevalence of comparative optimism regarding privacy risks on social media. Most users exhibit a tendency to underestimate their personal risk and believe they are unlikely to experience privacy breaches, instead comparing themselves favorably to distant others whom they perceive as more vulnerable. However, this optimism varies across countries, with people from individualistic cultures like the United States showing higher levels of optimism compared to those from less individualistic cultures, such as Singapore.

The authors identify differing social norms surrounding privacy as another explanatory factor. For example, stringent data privacy regulations in Europe may lead Germans to believe that others are well protected by law, resulting in lower levels of comparative optimism. The study also reveals how indirect experiences with privacy risks through distant acquaintances can amplify comparative optimism. Individuals exposed to such incidents may perceive others as vulnerable but distance themselves psychologically from the perceived risk, as they lack personal connections to the victims. The research also reveals that hearing about privacy risks from distant acquaintances can make people more optimistic about their own privacy. While they might see others as vulnerable, individuals tend to feel less at risk because they do not know the victims personally. Lastly, the study highlights a correlation between engagement in privacy protection behaviors on social media and heightened comparative optimism. Individuals who actively safeguard their privacy tend to perceive greater distinctions between themselves and others, leading to a stronger belief in their own immunity to privacy risks.

The researchers also discuss a concerning trend of complacency and underestimation of online privacy risks among internet users today. They argue that addressing this issue requires more than just technological solutions or regulatory frameworks; rather, it necessitates a shift towards promoting personal accountability and awareness of one’s susceptibility to privacy breaches. Therefore, they recommend designing systems that encourage people to take responsibility for their online security. This could involve incorporating features that promote transparency, user education, and proactive privacy management, which would empower us to make informed decisions about our online activities and privacy settings.

Despite Singapore’s reputation as a collectivist society, its citizens are not immune to the phenomenon of comparative optimism, especially due to the rise of online financial scams. This underscores the importance of all citizens adopting a more informed approach to using social media and online platforms, rather than succumbing to unfounded complacency.

Read the article here.