Two-Thirds of Consumers Worried About Mobile Apps Use of Personal Information

Published on: 22nd Feb 2013

­A report into privacy concerns with mobile apps has found that only a third of consumers (37%) are comfortable sharing personal data with an app. The report, commissioned by the Mobile Entertainment Forum also found that the majority of consumers consider it important to know when an app is gathering (70%) and sharing (71%) their personal information.

However, perceptions are that security around data is robust with only 18% stating they are not confident that their personal information is being protected.

Growth markets including Brazil, Mexico and South Africa are least comfortable sharing personal information.

"Two main themes emerge from the research: Consumers demand transparency when apps are sharing their data, and importantly the app community needs to do a better job of explaining to consumers why it's in their interests to do so," commented Andrew Bud, MEF Global Chair.

Transparency:

• 70 % of all consumers think it's important to know what information is being gathered by an app (and 46% think it's very important)
• 71 % of all consumers think it's important to know what information is being shared by an app (and 49% think it's very important)

Consumers understand the impact of mobile apps on their privacy. They want app providers to be transparent when it comes to the use of their personal information so they can make an informed decision about whether to download the app.

Comfort:

• 33% are not at all comfortable sharing personal information
• 35% are not at all comfortable sharing location information, suggesting consumers do not consider it especially sensitive.
• More than half (52%) are not at all comfortable storing their billing information within an app

Consumers are either choosing to ignore apps until such time as they can trust them not to share their personal information or more worryingly they are engaging with apps not knowing that the app is sharing information without their permission.
Security

Only 18% of consumers lack confidence in the security of their personal information
This is somewhat higher in growth markets 22% in Saudi Arabia and 27% in South Africa

Security is a broad topic and clearly has a key impact on consumer trust. This survey asked consumers about security in relation to privacy. In this context, consumer perceptions fair well. Most mobile users trust app providers to safely protect their personal information.

Control

A third of consumers (33%) think they have complete control over how their personal information is used for advertising purposes.

In reality it is unlikely consumers are able to control the way companies use their personal information, or if they can, it is likely few will understand how to exercise control. This means there is a gap between the power they think they have, and what they are actually able to do. This paves the way for a possible 'wake-up call' that will dent trust further.

 

Tags: [mobile apps]