Location-aware services may expose users to privacy risks as they usually attach user�s location to the generated contents. Different\nstudies have focused on privacy in location-aware services, but the results are often conflicting. Our hypothesis is that users are\nnot fully aware of the features of the location-aware scenario and this lack of knowledge affects the results. Hence, in this paper we\npresent a different approach: the analysis is conducted on two different groups of users (digital natives and digital immigrants) and is\ndivided into two steps: (i) understanding users� knowledge of a location-aware scenario and (ii) investigating users� opinion toward\nlocation-aware services after showing them an example of an effective location-aware service able to extract personal and sensitive\ninformation from contents publicly available in social media platforms. The analysis reveals that there is relation between users�\nknowledge and users� concerns toward privacy in location-aware services and also reveals that digital natives are more interested in\nthe location-aware scenario than digital immigrants. The analysis also discloses that users� concerns toward these services may be\nameliorated if these services ask for users� authorization and provide benefits to users. Other interesting findings allow us to draw\nguidelines that might be helpful in developing effective location-aware services.
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