2013 US Consumer Data Privacy Study - Mobile Edition from TRUSTe

2013 CONSUMER DATA PRIVACY STUDY — MOBILE EDITION TRUSTe PRIVACY INDEX LEARN MORE 888.878.7830 | www.truste.com www.truste.eu | +44 (0) 203 078 6495 © TRUSTe, Inc. 2013 All Rights Reserved. Web Surfing Behavior 88% MOBILE AD TRACKING AWARENESS IS HIGH MOBILE AD TRACKING FAVORABILITY IS LOW MOBILE PRIVACY CONCERNS ARE HIGH MOBILE USERS WANT TO MANAGE THEIR PRIVACY While battery life topped the list at 46%, many smartphone users are more concerned about privacy than screen size, brand, weight or camera resolution. Overall concerns are high, topped by 63% worrying frequently or always about privacy when banking online and 60% when shopping online. Men are more likely than women to be aware of advertisers tracking their mobile activity; those aged 45 and over are also more likely to be aware. 76% believe they are ultimately responsible for their privacy 40% check for an app privacy policy 35% say they read the privacy policy Free/Low Cost Apps Have a Modest Impact on Information Sharing LACK OF TRUST HAS SIGNIFICANT BUSINESS IMPLICATIONS 69% 28% 38% 43% Don’t like it Neither like/dislike Maybe Like It No Yes 78% 31% Brand X 78% will NOT download an app they don’t trust. 38% will share some information in exchange for a free or lower cost app – up from 31% in 2012 43% will not share ANY information with ANY company - down from 49% in 2012 Nearly 1 in 4 will not share ANY information with mobile apps Willingness to share at least some data in exchange for a free/lower cost app 76% 40% 35% 29% 29% check for a trustmark or seal TRUSTe can help you power trust and protect your brand. Privacy 22% Screen Size 9% Brand 9% Weight 4% Camera 2% Majority of users will NOT share key info like location, surfing behavior, or contacts – many apps rely on this data to operate properly and generate advertising revenue. Location 89% 99% Contact Information While the majority of consumers are aware of mobile ad tracking, 31% are still unaware - vs. 20% for desktop users. Of the users aware of ad tracking taking place on a mobile device, 69% don’t like it. name gender location contacts surﬁng history 19% Note: 1. Survey conducted online by Harris Interactive on behalf of TRUSTe, Inc. (June 2013)

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Infographic on data privacy insights of mobile consumers on mobile privacy concerns, mobile ad tracking & managing privacy of mobile users from TRUSTe. Visit http://www.truste.com/products-and-services/enterprise-privacy/TRUSTed-mobile-apps for mobile privacy solutions from TRUSTe.

Transcript of 2013 US Consumer Data Privacy Study - Mobile Edition from TRUSTe

Page 1: 2013 US Consumer Data Privacy Study - Mobile Edition from TRUSTe

2013 CONSUMER DATA PRIVACY STUDY — MOBILE EDITION

TRUSTe PRIVACY INDEX

LEARN MORE

888.878.7830 | www.truste.com www.truste.eu | +44 (0) 203 078 6495

Web Surfing Behavior

88%

MOBILE AD TRACKINGAWARENESS IS HIGH

MOBILE AD TRACKINGFAVORABILITY IS LOW

MOBILE PRIVACY CONCERNS ARE HIGH

MOBILE USERS WANT TO MANAGE THEIR PRIVACY

While battery life topped the list at 46%, many smartphone users are more concerned about privacy than screen size, brand, weight or camera resolution.

Overall concerns are high, topped by 63% worrying frequently or always about privacy when banking online and 60% when shopping online.

Men are more likely than women to be aware of advertisers tracking their mobile activity; those aged 45 and over are also more likely to be aware.

76% believe they are ultimately responsible for their privacy

40% check for an app privacy policy

35% say they read the privacy policy

Free/Low Cost Apps Have a Modest Impact on Information Sharing

LACK OF TRUST HAS SIGNIFICANT BUSINESS IMPLICATIONS

69%

28%

38%

43%

Don’t like it

Neither like/dislike

Maybe

Like It

Yes

78%

31%

Brand X

78% will NOT download an app they don’t trust.

38% will share some information in exchange for a free or lower cost app – up from 31% in 2012

43% will not share ANY information with ANY company - down from 49% in 2012

Nearly 1 in 4 will not share ANY information with mobile apps

Willingness to share at least some data in exchange for a free/lower cost app

76%

40%

35%

29%29% check for a trustmark or seal

TRUSTe can help you power trust and protect your brand.

Privacy 22% Screen Size 9% Brand 9% Weight 4% Camera 2%

Majority of users will NOT share key info like location, surfing behavior, or contacts – many apps rely on this data to operate properly and generate advertising revenue.

Location

89%

99%

Contact Information

While the majority of consumers are aware of mobile ad tracking, 31% are still unaware - vs. 20% for desktop users.

Of the users aware of ad tracking taking place on a mobile device, 69% don’t like it.

name

gender

location

contacts

surfing history

19%