consumer mobile policy & security - lightspeed & kantar

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

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CONSUMER MOBILE

PRIVACY & SECURITY

EVOLVING LANDSCAPE

INDIA, GERMANY, MEXICO & THE US

EFRAIN RIBEIRO

BENJAMIN FARRAR

IVAILO KOTZEV

STEFAN KUEGLER

SEPTEMBER 2014

Copyright © 2014 Lightspeed, LLC. Proprietary and Confidential. All rights reserved. 2

EXPLOSIVE GROWTH OF

GLOBAL MOBILE INTERNET

The number of smartphone users has doubled over the past 3 years, and

forecasters predict that mobile web will exceed non-mobile access globally by

March 2017.

59% (2012)

32% (2013)

25% (2014)

16% (2015)

SMARTPHONE WORLDWIDE GROWTH 2012-15

2.04 billion

users

1.06 billion

users

eMarketer – Global Mobile Landscape 2014 – March 2014


NEW MOBILE PARADIGM

NOW: CENTRALIZED INFORMATION THEN: DE-CENTRALIZED INFORMATION

Mobile contains more information, but

what is it telling others about us?


AS AN ONLINE PANEL PROVIDER

THINGS WE WANTED TO KNOW

Understanding consumer mobile privacy concerns globally

• Mobile impact on trust on our 4M members in 40+ countries

• Importance, Awareness of Risks, Concerns, & Safeguards

0%

10%

20%

30%

40%

50%

60%

70%

US DE MX IN

2012

2013

2014

2015 123.3M

SMARTPHONE USERS (% OF POP)

2012-2015

165.3M 34.7M

34.1M

eMarketer – Global Mobile Landscape 2014 – March 2014


US Focus Notice & Choice … Use …

Security/Loss/Breach Notification … Harm

Germany Focus Collection, Onward Transfer

Mexico Focus Notice (Scope Carve Outs)

India Focus Security/Data Loss/Theft

(Scope Carve Outs)

VARYING STATES OF MOBILE/INTERNET

PRIVACY AND SECURITY PROTECTION

Elements of the FIPs: 8 Fair Information Practices (1970-1980)

in all Global Privacy Laws


OUR STUDY:

SAMPLE & SOURCES

Across 3,200 respondents, 800

per country – US & Germany

National Representative, Mexico

& India Internet Representative

• Across Mobile and PC users

• Lightspeed GMI Online Panels

• 20 Minute Questionnaire

• Field time: Aug/Sept 2014, 1

week in field

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

US DE MX IN

55+

35-54

18-34


MAJOR PERSONAL

CONSUMER CONCERNS

ISSUES US GERMANY

Employment & Job

Security 4.2 4.9

Access to Healthcare 4.3 4.8

Personal Data Privacy

and Security 5.0 5.7

Poverty/Hunger/

Homelessness 5.4 5.1

Access to Education 6.1 5.2

Concern for Data Privacy & Security in the US higher than other major social

issues

Please, rank the following issues in terms of how personally significant they are to you – with 1 for most important, and 10

for the least important issue.

Note: 1 is most important issue, 10 is least important


MAJOR PERSONAL

CONSUMER CONCERNS

ISSUES MEXICO INDIA

Employment & Job

Security 4.3 4.5

Poverty/Hunger/

Homelessness 4.3 5.2

Access to Healthcare 5.1 4.7

Access to Education 5.2 4.7

Personal Data Privacy

and Security 7.1 6.1

Data Privacy & Security is a much lower concern in developing countries

Please, rank the following issues in terms of how personally significant they are to you – with 1 for most important, and 10

for the least important issue

Note: 1 is most important issue, 10 is least important


PRIVACY CONCERNS BY DEVICE TYPE

For each country the smartphone had the highest level of concern, Desktop the

lowest level of concern, and at the same time respondents felt that they had

decreased control over privacy on their smartphones.

*How concerned are you about your data privacy when using the following devices?

**To what extent do you believe you have control of how your stored personal information is being used by others?

12%

9%


AN AMBIGUOUS PICTURE

AWARENESS OF MOBILE

PRIVACY & SECURITY ISSUES


BELIEF THAT MOBILE APPS

ACCESS PERSONAL INFORMATION

Smartphones owners, regardless of country, have an understanding

that information is being access on their phones

0%

20%

40%

60%

80%

100%

Social

Network

Shopping Maps Survey Games

All

18-34

Which of the following types of apps do you believe access personal information (e.g. contact list, location)on your device

while you use those services?


ACCESSING INFORMATION

WITHOUT PERMISSION

Most consumers believe that the government or companies can access

your information on mobile without permission

Do you think governments and/or companies can access information on your mobile phone without your permission?

0%

20%

40%

60%

80%

100%

US DE MX IN


COMPANIES COLLECT & SHARE PII

THROUGH SERVICES OR APPS

Prevalent, broad belief that many entities collect and share PII with

others, including Marketing Research companies

Which of the following entities do you believe collect data about you in the use of their online services or apps and share information

that can identity you by name with other companies?

0%

10%

20%

30%

40%

50%

60%

70%

80%

Social networks Online shopping

websites

Internet service

providers

Marketing research

companies

Apps you

download

Mobile service

providers

Phone, Device or

Computer

manufacturer


FAIR EXCHANGE OF INFORMATION

FOR IMPROVED FUNCTIONALITY

US GERMANY MEXICO INDIA

Making a purchase from a

retail website 12% 15% 35% 37%

Banking online 20% 19% 42% 53%

Managing health records

online 14% 13% 23% 30%

Market research surveys 11% 20% 42% 43%

None of these 61% 54% 20% 15%

For which activities on your mobile phone would you be willing to exchange giving up personal data for better functionality or

ease-of-use within the app or site?

In more mature markets most consumers not interested in exchange for improved

functionality, but in Mexico and India there are more possibilities.

14


PROTECTIVE ACTIONS CONSUMERS TAKE

ACTIVITIES THAT RAISE

PRIVACY CONCERNS


MANY PRIVACY CONCERNS

FOR CONSUMERS

Concerns line up consistently across the 4 countries although India has a lower

level of concern across all options

More businesses are sharing my information

without my knowledge

Requests to provide personal

information in online registrations

Online companies can track my

behavior and target me with ads

Which of the following concern you about your privacy?

60%

60%

58%


CONSUMERS ACT TO

REDUCE SECURITY RISKS

Many tactics used to attempt to control risk across all countries


Deleted cookies,

messages, browser

history

54% 55% 62% 63%

Not shared information

with untrusted

companies

51% 40% 63% 60%

Restricted permissions

for certain apps 47% 36% 64% 55%

Changed passwords to

services / apps on your

phone

42% 44% 45% 57%

What actions have you taken to protect your privacy while using your mobile phone in the

last 6 months?


CURRENT PRIVACY REGULATIONS

ARE INSUFFICIENT

In Germany, over 80% of people feel that privacy regulations are not good

enough, despite having some of the strictest laws in the world

Do you think current privacy regulations are sufficient to protect your personal information stored on or generated from your

mobile device?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

US Germany Mexico India

CURRENT REGULATIONS ARE

NOT GOOD ENOUGH


AND PROTECT CONSUMER INFORMATION ON MOBILE

FUTURE OPPORTUNITIES

TO IMPROVE TRUST


FUTURE TRANSPARENCY:

INFORMING CONSUMERS ABOUT ACCESS

Sharing and selling of personal

data are two key concerns for

consumers

ACT GLOBAL RESULTS

If and with whom your personal

data are being shared 73%

How your personal data may be

used by those who have access

to it

66%

Whether companies are selling

your information to other

companies

64%

What type of data are being

collected via mobile phone from

you by companies

63%

How your data are being

collected 61%

Not interested in any of the

above 11%

Which of the following would you like to be more informed about with companies who may have access to

your personal information?


RESPONSIBILITY FOR

PROTECTING MOBILE PRIVACY

Only people from the US looked to the individual consumer, all other

countries had Mobile Providers in the top spot, with the Government in

a close second.


Mobile providers 2 1 1 1

Government 4 2 3 2

Companies using the

information 3 3 2 3

Individuals 1 4 4 4

Rank each of the following for who has the greatest amount of responsibility for protecting your mobile/online

privacy?


GLOBALLY CONSISTENT PRIVACY REGULATIONS

FAVORED IN ALL COUNTRIES

• Borders don’t exist for mobile and internet

• Consumers overwhelmingly for having globally consistent privacy regulations

Some people think privacy regulations should be consistent on a global level to allow better protection across borders, while

others believe each locality should be allowed to have their own privacy rules. Which position do you agree with?

0%

20%

40%

60%

80%

100%

US DE MX IN

Local

Global


“THE FUTURE”

FROM A LEGAL PERSPECTIVE

ESTABLISHING TRANSPARENCY

• Privacy Policy Language (for LEGAL) | Transparency

Policy (for Users)

• Privacy Policy Symbols to convey common data permissions

or behaviors

COMMON GLOBAL REGULATIONS

• DPA Regulators growing universe to look after. Mobile will

be on their list. Personal Proximity of Device, Wide spread

use, Data Collecting Sensors

INDUSTRY RESPONSE TO CURRENT CONCERNS

EFRAIN RIBEIRO [email protected]

BENJAMIN FARRAR [email protected]

THANK YOU.

IVAILO KOTZEV [email protected]

STEFAN KUEGLER [email protected]

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors


Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor


September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

consumer mobile policy & security - lightspeed & kantar

Business

mobile access

mobile impact

mobile web

centralized information

us higher

data privacy security

new mobile paradigm

global privacy laws