A Web Of Paradoxes: Empirical Evidence On Online Platform Users And Implications For Competition And Regulation In Digital Markets

By Pinar Akman (School of Law)

This article presents and analyses the results of a large-scale empirical study in which over 11,000 consumers from ten countries in five continents were surveyed about their use, perceptions and understanding of online platform services. To the author’s knowledge, this is the first cross-continental empirical study on consumers of online platform services of its kind. Amongst others, the study probed platform users about their multi-homing and switching behaviour; engagement with defaults; perceptions of quality, choice, and well-being; attitudes towards targeted advertising; understanding of basic platform operations and business models; and, valuations of ‘free’ platform services.

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