Mobile Privacy: A User's Perspective
In the spring of 2011 TRUSTe announced the results of a nationwide Harris Interactive survey of one thousand smartphone users regarding privacy and their use of mobile applications and mobile websites.

This survey uncovered illuminating statistics about consumers' mobile privacy attitudes and concerns and identified areas where mobile app and operating system developers could do more to provide privacy protections through increased transparency, accountability and choice.

The vast majority of survey respondents (98%) believe that privacy is an important issue when using a mobile device and they want more transparency and choice over the personal information mobile apps and websites collect and share, especially as it relates to targeted advertising and geo-location data. Additionally, more than 1 in 3 of consumers (38%) identified privacy as their number one concern when using mobile applications, followed by security (26%) and identity tracking (19%).

Lastly, only 1 in 3 consumers indicated that they feel in control of their personal information when using their smartphones, demonstrating a significant opportunity to build consumer privacy trust on the mobile platform through stronger protections like those offered by TRUSTe's TRUSTed Apps program.

Consumer Mobile Privacy Insights Report
Smart Privacy for Smartphones

This comprehensive report reviews and analyzes major findings from the mobile privacy survey. Read it to gain key insights into consumer mobile behavior and consumer mobile privacy preferences.

Additional survey findings include:

  • Consumers Are Wary of Ad Targeting; Want Opt-Out Ability
    Nearly three-quarters of consumers are uncomfortable with the idea of advertiser tracking and 85% want to be able to opt in or out of targeted mobile ads.
  • Lack of Choice May Heighten Concern With Location Data Use
    Only 36 percent of consumers feel they have a choice regarding the collection and use of their location information, which may help explain why 40 percent of consumers report that they purposefully do not share location data with mobile applications.
  • Bottom Line: Consumers Want Transparency And Choice
    74 percent of consumers believe it's "very important" or "extremely important" to understand what personal information a mobile app collects and 98 percent of consumers believe it's important for mobile apps to provide easy access to controls for collecting and sharing personal information.
  • Consumers Prefer Mobile-Optimized Privacy Policies
    52 percent of consumers reported that they have read a privacy policy for a mobile app and 90 percent of consumers preferred TRUSTe's mobile-optimized privacy policy format to standard online privacy policies.
  • TRUSTe Can Alleviate Mobile Privacy Concerns for Consumers
    70 percent of smartphone users recognize the TRUSTe seal and report that its presence increases their privacy comfort level.

About TRUSTe

TRUSTe is the leading global Data Privacy Management (DPM) company and powers trust in the data economy by enabling businesses to safely collect and use customer data across web, mobile, cloud and advertising channels. Our cloud-based Data Privacy Management Platform delivers innovative technology products, including website monitoring and advertising compliance controls – along with privacy assessments and certifications. More than 5,000 companies worldwide, including Apple, Disney, eBay, Forbes, LinkedIn and Oracle rely on our DPM platform and globally recognized Certified Privacy Seal to protect/enhance their brand, drive user engagement and minimise compliance risk. For more information, please

» Mobile Privacy Survey Press Release
» TRUSTe Blog Posts on Mobile Privacy
» TRUSTe Mobile Whitepaper: Location-Aware Mobile Applications
» TRUSTe Mobile Whitepaper: Building a Trusted Mobile Strategy
» TRUSTe's TRUSTed Apps Program

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