Taking Data Exposure into Account: How Does It Affect the Choice of Sign-in Accounts?

Online services collect personal data from their users, some of them with no clear need. We studied how users sign-in to web sites using federated IDs, and found that most of our survey respondents were not aware of the data they expose. However, when presented with the tradeoffs involved for each sign-in option, respondents were willing and able to take action to reduce data exposure or, in fewer cases, to increase the benefits they received from the service.