This paper introduces results of a study into the value of location privacy for individuals using mobile devices. We questioned a sample of over 1200 people from five EU countries, and used tools from experimental psychology and economics to extract from them the value they attach to their location data. We compare this value across national groups, gender and technical awareness, but also the perceived difference between academic use and commercial exploitation. We provide some analysis of the self-selection bias of such a study, and look further at the valuation of location data over time using data from another experiment.

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