The 2013 U.S. Consumer Data Privacy Study – Mobile Edition from TRUSTe has been released, and as the mobile ecosystem evolves, brand trust has become even more important to mobile marketing success. Statistics, including those revealed in the TRUSTe study, prove this to be true again and again.
According to this study, 78% of consumers won’t download mobile apps that they don’t trust, and more than twice as many smartphone users conduct at least one research step to determine if they should trust an app before they download it.
When making the decision as to whether or not they should trust a mobile app and download it, respondents to the TRUSTe survey used one or more of the following steps:
- Research the app online = 39%
- Check to see if the app has a third party trustmark/seal = 29%
- Ask friends = 26%
- Trust all apps with no additional research = 16%
Some of the most interesting findings in the report are related to the type of personal information mobile consumers are willing to share and why. The report authors explain:
While 43% of smartphone users still will not share any information about themselves with any company in exchange for a free or lower cost app, there is some positive news with an increase in those that are willing to share at least some information.”
There is also an increase in the numbers willing to share their age, full names and web-surfing behavior. Consumers are more protective of their contacts and photos than their home address, phone number, or current location.
Furthermore, nearly one out of three smartphone users aren’t even aware that they’re activities and behaviors are being tracked on their mobile devices, which is significantly higher than the one in five people who don’t know they’re tracked on desktop computers.
It’s important for brand marketers to understand that while 69% of smartphone users don’t like to be tracked, the majority of them believe that they’re responsible for maintaining their own online privacy (76%).
What can brand marketers learn from all of these statistics?
First, educating consumers about how and when they’re tracked is critical to build brand trust. According to this study, desktop computer users are more accepting of being tracked than mobile consumers, which could be a result of years of exposure to online tracking. In other words, consumers are used to being tracked from their desktop browsers but mobile tracking is much newer to them. It will take time for them to understand and accept it.
You can access the complete report from TRUSTe using the link at the beginning of this article and get all of the details and statistics from the study.
Image: Neil Gould
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