Several studies ranked security and privacy to be major areas of concern and 
impediments of cloud adoption for companies, but none have looked into 
end-users' attitudes and practices. Not much is known about consumers' 
privacy beliefs and expectations for cloud storage, such as webmail, document 
and photo sharing platforms, or about users' awareness of contractual terms 
and conditions. We conducted 36 in-depth interviews in Switzerland and India 
(two countries with different privacy perceptions and expectations); and 
followed up with an online survey with 402 participants in both countries. We 
study users' privacy attitudes and beliefs regarding their use of cloud 
storage systems. Our results show that privacy requirements for consumer cloud 
storage differ from those of companies. Users are less concerned about some 
issues, such as guaranteed deletion of data, country of storage and storage 
outsourcing, but are uncertain about using cloud storage. Our results 
further show that end-users consider the Internet intrinsically insecure and 
prefer local storage for sensitive data over cloud storage. However, users 
desire better security and are ready to pay for services that provide strong 
privacy guarantees. Participants had misconceptions about the rights and 
guarantees their cloud storage providers offers. For example, users believed 
that their provider is liable in case of data loss, does not have the right to 
view and modify user data, and cannot disable user accounts. Finally, our 
results show that cultural differences greatly influence user attitudes 
and beliefs, such as their willingness to store sensitive data in the cloud 
and their acceptance that law enforcement agencies monitor user accounts. We 
believe that these observations can help in improving users privacy in cloud 
storage systems.