Mobile Phone Users Concerned About Privacy when Using Mobile Internet Services
Half of mobile phone users are concerned about sharing their personal information while using the mobile Internet or mobile applications, according to a survey of phone users in Singapore, Spain and the UK.
Around 81 per cent of mobile users surveyed felt that safeguarding their personal information was very important and 76 per cent said they were very selective about whom they gave their information to.
Key areas of user concern, which focused on trust and confidence, were highlighted as behavioural advertising, location-based services (LBS), mobile applications and third-party sharing.
Other study findings include:
- 89 per cent of users think that it is important to know when personal information is being shared by an application and to be able to turn this off or on;
- 89 per cent think it important to have the option of giving permission for personal information to be used by third parties and 78 per cent are concerned with third parties having access to the location of their mobile without permission;
- 74 per cent want to be told if their personal information is collected to target them with offers or promotions; and
- 92 per cent of respondents have concerns when applications collect personal information without their consent and 79 per cent would like to know when and what type of personal information is being collected.
Practical services such as maps and weather are the most frequently used location-based services and are highly valued by over 70 per cent of respondents. 79 per cent think it is important to have the choice whether to receive location-based advertising with 86 per cent believing it important to be able to turn LBS promotions or advertising on or off.
Over 60 per cent of respondents were familiar with behavioural advertising, with 35 per cent finding it valuable, but 84 per cent thought it important to be able to have the choice whether to receive behavioural advertising that is based on browsing history and 81 per cent remained concerned about receiving behavioural advertising without their consent.
"The research shows that providing users with contextually aware prompts and choices, using icons and establishing trust schemes can help address key user privacy concerns and strengthen user confidence," concluded Phillips. "The GSMA is currently pursuing these ideas of designing for privacy and trust via its Mobile Privacy Initiative launched earlier this year, and welcomes dialogue and participation from the broader mobile community."
The research covered mobile users in Singapore, Spain and the UK, and was conducted by Futuresight Ltd. on behalf of GSMA between April and June 2011. 4,121 mobile phone users took part in the research, of which 1,005 in Singapore, 1,094 in Spain and 2,022 were in the UK.