MetaCompliance_Webcon
DPI17_Web_300x250-COPY
CS17_Banner_300x250-COPY

By Angelique Carson, CIPP/US

Consumers are now more concerned about privacy when it comes to their mobile phones than they are about phone screen size, brand, weight or camera resolution. That’s according to TRUSTe’s 2013 Consumer Data Privacy Study, which polled more than 700 U.S. smartphone users. Only a phone’s battery life topped privacy when users’ prioritized their concerns.

The survey, released today, also found that 63 percent of mobile users are “frequently or always” concerned about privacy when shopping or banking online and 78 percent won’t download a mobile app they don’t trust.

That finding may be particular relevant now as various entities scramble to develop self-regulatory codes of conduct for mobile apps and their developers. Most recently, the National Telecommunications and Information Administration released its code of conduct on “short-form notices,” and similar frameworks have been released by various groups, including the Digital Advertising Alliance, the Network Advertising Initiative, California’s Office of the Attorney General and the Future of Privacy Forum.

Dave Deasy, vice president of marketing for TRUSTe, said consumers’ reticence to download apps they may not trust is a trend that’s tracked steadily over the last two years or so.

“As a marketer myself, these are the kinds of statistics that I would find incredibly alarming, because companies spend enormous amounts of resources building great apps,” Deasy said. “And if, in the end, you’re only going to find out people aren’t willing to download the app because they don’t trust you, it’s going to have pretty significant business implications. It’s something people clearly need to dedicate a lot of attention to and look for ways to address.”

Consumers are increasingly aware of mobile tracking, the survey also found, and of those aware of such tracking, 69 percent dislike it, a statistic that perhaps adds weight to California’s recent decision to amend the California Online Privacy Protection Act to require commercial websites and services that collect personal data to disclose how they respond to Do-Not-Track signals.

Of course, 31 percent of those surveyed indicated they are unaware of mobile ad tracking at all.

“That’s a pretty significant amount that aren’t aware, which is a bit surprising,” Deasy said. “Historically, people assume that certain types of activities occur on their computer but have been a bit slower to catch on that your phone … really is a computer. So we’re seeing consumers catch up from an educational standpoint that their concerns about data on their computers are clearly the same ones that they have on their phones.”

Seemingly in contrast to the data indicating users place a premium on privacy and won’t download apps they don’t trust, mobile users are more willing to share personal data than they were a year ago, the survey found.

“The reality is that there are lots of companies out there who are taking privacy seriously and have been investing a lot of resources and coming into better data practices and being more transparent about data,” Deasy said. “While the numbers aren’t as overwhelming as we’d like, we’re seeing a bit of reality that in some cases, if not in many cases, consumers are becoming a bit more comfortable sharing.”

Consumers did indicate, however, that they were not willing to share contact information (99 percent), precise location data (89 percent) or web-surfing behavior.

In the end, 76 percent said they believe they are ultimately responsible for their own privacy. Which Deasy says may indicate to businesses that they should give consumers increasing control over how their data is handled.

“The business implications are real, and I don’t think it gets any more real when 80 percent say they won’t download the app if they don’t trust it,” Deasy said. “Seventy-six percent don’t want to put their trust in someone else’s hands. As a business, if you give consumers that control and put them in a position where they’re able to manage their privacy, you’re going to go a long way toward helping to build that trust with them. Gradually, over time, I think we’ll start to see that trust meter move in the right direction.”

See the full survey here.

Read More by Angelique Carson:
PCLOB Finds a Director, Looks Toward Action
Did NTIA's Multi-Stakeholder Process Work? Depends Whom You Ask.
The Campaign for a Universal Declaration of Digital Rights
Former FTC Staffer Hired as FPF’s First Policy Director

Comments

If you want to comment on this post, you need to login.

Related

Board of Directors

See the esteemed group of leaders shaping the future of the IAPP.

Contact Us

Need someone to talk to? We’re here for you.

IAPP Staff

Looking for someone specific? Visit the staff directory.

Learn more about the IAPP»

Daily Dashboard

The day’s top stories from around the world

Privacy Perspectives

Where the real conversations in privacy happen

The Privacy Advisor

Original reporting and feature articles on the latest privacy developments

Privacy Tracker

Alerts and legal analysis of legislative trends

Privacy Tech

Exploring the technology of privacy

Canada Dashboard Digest

A roundup of the top Canadian privacy news

Europe Data Protection Digest

A roundup of the top European data protection news

Asia-Pacific Dashboard Digest

A roundup of the top privacy news from the Asia-Pacific region

Latin America Dashboard Digest

A roundup of the top privacy news from Latin America

IAPP Westin Research Center

Original works. Groundbreaking research. Emerging scholars.

Get more News »

IAPP Communities

Meet locally with privacy pros, dive deep into specialized topics or connect over common interests. Find your Community in KnowledgeNet Chapters, Sections and Affinity Groups.

IAPP Job Board

Looking for a new challenge, or need to hire your next privacy pro? The IAPP Job Board is the answer.

Join the Privacy List

Have ideas? Need advice? Subscribe to the Privacy List. It’s crowdsourcing, with an exceptional crowd.

Find a KnowledgeNet Chapter Near You

Talk privacy and network with local members at IAPP KnowledgeNet Chapter meetings, taking place worldwide.

Find more ways to Connect »

Find a Privacy Training Class

Two-day privacy training classes are held around the world. See the complete schedule now.

The Privacy Core™ Library Has Evolved

Privacy Core™ e-learning essentials just expanded to include seven new units for marketers. Keep your data safe and your staff in the know!

Online Privacy Training

Build your knowledge. The privacy know-how you need is just a click away.

Upcoming Web Conferences

See our list of upcoming web conferences. Just log on, listen in and learn!

Train Your Team

Get your team up to speed on privacy by bringing IAPP training to your organization.

Let’s Get You DPO Ready

There’s no better time to train than right now! We have all the resources you need to meet the challenges of the GDPR.

Learn more »

CIPP Certification

The global standard for the go-to person for privacy laws, regulations and frameworks

CIPM Certification

The first and only privacy certification for professionals who manage day-to-day operations

CIPT Certification

The industry benchmark for IT professionals worldwide to validate their knowledge of privacy requirements

FIP Designation

Recognizing the advanced knowledge and issue-spotting skills a privacy pro must attain in today’s complex world of data privacy.

Certify Your Staff

Find out how you can bring the world’s only globally recognized privacy certification to a group in your organization.

CIPP/E + CIPM = DPO

The IAPP’S CIPP/E and CIPM are the ANSI/ISO-accredited, industry-recognized combination for DPO readiness. Learn more today.

Learn more about IAPP certification »

Are You Ready for the GDPR?

Check out the IAPP's EU Data Protection Reform page for all the tools and resources you need.

IAPP-OneTrust PIA Platform

New U.S. Government Agency privacy impact assessments - free to IAPP members!

IAPP Communities

Meet locally with privacy pros, dive deep into specialized topics or connect over common interests. Find your Community in KnowledgeNet Chapters, Sections and Affinity Groups.

Privacy Vendor List

Find a privacy vendor to meet your needs with our filterable list of global service providers.

More Resources »

Europe Data Protection Intensive 2017

The Intensive is sold out! But cancellations do happen—so hurry and get on the wait list in case more seats become available.

Global Privacy Summit 2017

The world’s premier privacy conference returns with the sharpest minds, unparalleled programs and preeminent networking opportunities.

Canada Privacy Symposium 2017

The Symposium returns to Toronto this spring and registration has opened! Take advantage of Early Bird rates and join your fellow privacy pros for another stellar program.

The Privacy Bar Section Forum 2017

The Privacy Bar Section Forum is sold out! But you can still add your name to the wait list, and we'll keep in touch about your status. Good luck!

Asia Privacy Forum 2017

Call for Speakers open! Join the Forum in Singapore for exclusive networking and intensive education on data protection trends and challenges in the Asia Pacific region.

Privacy. Security. Risk. 2017

Call for Speakers open! This year, we're bringing P.S.R. to San Diego. Submit today and be a part of something big! Submission deadline: February 26.

Europe Data Protection Congress 2017

Call for Speakers open! The Congress is your source for European policy debate, multi-level strategic thinking and thought-provoking discussion. Submit a proposal by March 19.

Sponsor an Event

Increase visibility for your organization—check out sponsorship opportunities today.

More Conferences »

Become a Member

Start taking advantage of the many IAPP member benefits today

Corporate Members

See our list of high-profile corporate members—and find out why you should become one, too

Renew Your Membership

Don’t miss out for a minute—continue accessing your benefits

Join the IAPP»