Mobile Privacy Fears Rising, Impacting App Exploration

Magnifying-glass-on-an-iphone-B2Consumer concerns over companies adequately protecting their privacy on mobile networks and in apps are increasing, according to the latest “Consumer Confidence Index” from privacy solutions provider Truste. In a survey of over 2,0000 U.S. adults conducted in early January, 72% of smartphone owners in the group say they are more concerned about privacy on their phones than they were a year ago.Consumers also say that their content choices and consumption habits are affected by the awareness that their data may not be protected. Eighty-one percent of smartphone owners say they avoid using apps that they don’t believe protect their privacy. Harris Interactive conducted the research on Truste’s behalf.

“It’s clear that mobile privacy is the latest hot button issue for consumers and legislators alike,” states Truste CEO Chris Babel. The increased activity in e-commerce and the proliferation of mobile phones is helping to keep privacy concerns high among consumers. The Index for 2013 finds that 43% of U.S. consumers do not trust companies with their personal information, an increase of two points since last year’s survey.  

Persistent concerns about the privacy issue are down slightly since last year, with 89% saying they worry at least sometimes about the problem (down from 90% last year). But 89% of respondents said they had concerns about their online shopping activities, 87% about using social networks and 86% of online banking customers were concerned about the issue some of the time.

September 28 has been declared “Data Privacy Day” by the National Cyber Security Alliance, a non-profit organization with board members from AT&T, PayPal, Google and Microsoft. A series of live and Webcast events will take place today on the topic. Truste’s Chris Babel will be speaking at the Online Trust Alliance’s Data Privacy Day Town Hall in Seattle. Facebook Live will be broadcasting the kickoff events surrounding Data Privacy Day beginning at 8:30 a.m. ET. 

3 comments about "Mobile Privacy Fears Rising, Impacting App Exploration".
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  1. louise frosell from locaid, January 28, 2013 at 1:54 p.m.

    It would be interesting to see a break down of which areas of personal information provide the most cause for concern i.e. contact information, financial information, location etc. No marketer can forget that the number 1 rule for any mobile based marketing or app is permission. Personal information, including location, enables a better user experience.... but privacy allows it to happen.

    Good summary of privacy concerns relating specifically to location in this blog -

  2. Steve Smith from Mediapost, January 28, 2013 at 2:08 p.m.


    I agree we can use more detailed understanding of what users are sensitive to, in what context and also from which kinds of apps/mobile products. I think the answers will be variable, not singular. Trust is not easily reduced to a formula or even a policy.

  3. David Koder from D Koder Marketing, January 29, 2013 at 9:25 p.m.

    Totally agree with your last sentience Steve.

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