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 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
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)
