  In the context of a myriad of mobile apps which collect personally
identifiable information (PII) and a prospective market place of personal data,
we investigate a user-centric monetary valuation of mobile PII. During a 6-week
long user study in a living lab deployment with 60 participants, we collected
their daily valuations of 4 categories of mobile PII (communication, e.g.
phonecalls made/received, applications, e.g. time spent on different apps,
location and media, photos taken) at three levels of complexity (individual
data points, aggregated statistics and processed, i.e. meaningful
interpretations of the data). In order to obtain honest valuations, we employ a
reverse second price auction mechanism. Our findings show that the most
sensitive and valued category of personal information is location. We report
statistically significant associations between actual mobile usage, personal
dispositions, and bidding behavior. Finally, we outline key implications for
the design of mobile services and future markets of personal data.
