Mobile Privacy Consumer Survey Results by Harris Interactive & TRUSTe
Post on 30-Nov-2014
1450 Views
Preview:
DESCRIPTION
Transcript
00
Mobile Privacy:
A User’s Perspective
TRUSTe & Harris Interactive
May 5, 2010
1
Speakers
Janet Jaiswal, Sr. Director, TRUSTe
Mobile Product Manager & Head of Product Marketing
Janet possesses more than 20 years of experience building and
marketing products in the mobile, e-commerce and Internet
industries that specifically increase the trust and safety of its users.
Her industry knowledge was formed from previous positions held at
eBay, Scient and PayPal where she was responsible for protecting
more than 110 million users worldwide. Follow Janet at JanetJaiswal
Ms. Jaiswal holds an MBA from the Tepper School of Management
at Carnegie Mellon University and a B.S. at the University of
California, Berkeley.
Charlene Richey, Sr. Research Director, Harris Interactive
Technology, Media and Communications
Charlene has been an analyst in the marketing research industry
for over 15 years, crafting her skills as the global research lead on
a number of projects for some of the biggest names in technology,
the largest of which spanned 54 countries and 31 languages. She
has also analyzed the overall effectiveness of more than $1 billion
worth of advertising.
Ms. Richey has a Bachelor of Science in Business Administration,
Summa Cum Laude from the University of Colorado.
2
Agenda
• Research Methodology and General Findings
• Mobile Privacy
• Implications for Businesses
• The Impact of TRUSTe on Mobile Usage
• Link to Resources
3
About TRUSTe
Founded in 1997
4,000+ clients
Offers online privacy solutions for all major
customer channels.
We offer privacy certifications, seals and solutions for:
WebsitesAdvertisingMobile Cloud
4
About Harris Interactive
Harris Interactive is one of the world’s
leading custom market research firms,
leveraging research, technology, and business
acumen to transform relevant insight into
actionable foresight. Known widely for the
Harris Poll and for pioneering innovative
research methodologies, Harris offers expertise
in a wide range of industries including
healthcare, technology, public affairs, energy,
telecommunications, financial services,
insurance, media, retail, restaurant, and
consumer package goods. Serving clients in
over 215 countries and territories through
our North American, European, and Asian
offices and a network of independent market
research firms, Harris specializes in delivering
research solutions that help us – and our
clients – stay ahead of what’s next.
55
Research Methodology
& General Findings
6
Research and Methodology
Objectives
• How smartphone users feel about their
privacy on a mobile device
• Specific elements smartphone users
are most concerned with
• Precautions smartphone users take to
protect their privacy
• Reaction to/impact of a “trust mark”
provided by TRUSTe
Weighted Representation
Male54%
Female46%
Gender
18-247%
25-3420%
35-4428%
45-5421%
55+24%
Age
Who
1,000 total interviews were conducted among
Harris Interactive’s online consumer panel
Respondents were qualified as:
• US residents
• Age 18 and over
• Currently own/use a smartphone
When
February 3-17, 2011
How
Via self-administered online survey
7
The smartphone market is evolving
The Smartphone Market
The most commonly used smartphone
OS brands are iPhone, BlackBerry, and
Google Android, though there are
indications this trend could be changing.
– Google Android smartphones are
capturing an even larger share among
new entrants
– BlackBerry (and iPhones to a lesser
extent) ceded some ground to Android
Nine in ten smartphone users have
downloaded at least one application for
their phone.
32%
26%
25%
7%
11%
Smartphone Type Use
All Others
8
Smartphone: Not used just for talking
BASE: Total Qualified Smartphone Users
Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?
3834
16 22
15 13
6 8
8 6
4 74
4
Males[R]
(n=507)
Females[S]
(n=493)
Other
Shopping
Banking
Using a business app
Using a navigation system/GPS
Consuming Media (videos, music, news)
Social networking (Facebook, Twitter, LinkedIn...)
Surfing the Web
Playing games
Text/SMS messaging
Phone calls
Average % Time Spent
R
R
R
S
9
Younger users text more; older users make more calls
BASE: Total Qualified Smartphone Users
Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?
2428 32
43 44
31 2220
15 13
913
16
15 157 8
86 68 7
87 6
9 87 4 3
5 5 4 4 4
18-24[T]
(n=105)
25-34[U]
(n=228)
35-44[V]
(n=251)
45-54[W]
(n=201)
55+[X]
(n=215)
Other
Shopping
Banking
Using a business app
Using a navigation system/GPS
Consuming Media (videos, music, news)
Social networking (Facebook, Twitter, LinkedIn...)
Surfing the Web
Playing games
Text/SMS messaging
Phone calls
Average % Time Spent
TUV TUV
UVWX WX WX
TT
T
WX WXWX
10BASE: Total Qualified Smartphone Users (n=1000)
Q910 What type(s) of information are you willing to share with first parties (app owner/developer) and/or third parties (everyone else besides the app owner/developer)?
Types of Information
Willing To ShareNot Willing
To Share
First Party Only
(app owner/developer)
Third Party
OnlyBoth
Full name 64% 25% 0 11%
Gender 57% 18% 2% 23%
Email address 59% 29% 0 12%
Location 77% 17% 1% 5%
Address 85% 13% 0 2%
Phone number 87% 11% 0 1%
Age 66% 18% 1% 15%
Date of birth 85% 11% 0 4%
Photos or videos 91% 7% 0 3%
Access to your list of contacts 96% 4% 0 1%
My web site surfing behavior on the
smartphone90% 6% 1% 3%
Anonymous demographic info 71% 15% 1% 13%
Users share less info with third parties
11
It’s all about apps
BASE: Total Qualified Smartphone Users (n=1000)
Q710 Approximately how many applications have you downloaded for your smartphone?
10%
28%
21%
17%
24%
Number of AppsDownloaded For Smartphone
None 1-5 6-10 11-20 21+
99% 98%
84% 80%
59%
18.6
12.8
4.65.8
4.60
5
10
15
20
25
Apple/iPhone Users
[B](n=330)
Google/AndroidUsers
[C](n=251)
BlackBerry Users
[D](n=260)
WindowsMobileUsers
[E](n=51)
All Others
[F](n=108)
0%
25%
50%
75%
100%
Any Average #
Differences By Smartphone Used
Differences By Age
94% 96%87% 89% 85%
14.9
11.7 11.59.7
10.8
0
5
10
15
20
25
18-24[T]
(n=105)
25-34[U]
(n=228)
35-44[V]
(n=251)
45-54[W]
(n=201)
55+[X]
(n=215)
0%
25%
50%
75%
100%
VWX
VWX
CDF
DF
DEF DEF
F F
VX
Nine in ten smartphone users have downloaded
at least one app for their phone; iPhone and
Android users download significantly more apps,
as do younger users.
12
Research notes
Weighting1
Data were weighted by Harris Interactive propriety propensity weighting scheme.
Significance Notations
Significance testing was conducting at the 95% confidence level. When comparisons among
three or more groups have been made, letters (A/B/C/D/E) are used to indicate a value that is
significantly greater than the group referenced. For comparisons between two groups arrows ()
indicate a number is significantly higher/lower than the other group.
Understanding Sample Sizes
• Every sample drawn from a population has a known sampling error associated with it. This
value is the amount the survey responses differ from true population values. In this case, this
includes the difference between the number of respondents surveyed and all respondents in
the total market.
• The maximum error range for a sample of 1,000 is 3.1 percentage points at a 95% confidence
level. This means that if 100 different samples of 1,000 respondents each were randomly
drawn from the population measured, 95 times out of 100 the total results obtained would vary
no more than 3.1 percentage points.
• Readers should note that the error range noted above applies to the total sample only.
However, as the sample size decreases, the error range increases. For example, the error
range for a sample size of 500 is 4.4 percentage points
1 See appendix for additional details on weight factors applied
1313
Mobile Privacy Findings
14
Privacy is a greater concern than security
Privacy38%
Security26%
Sharing14%
Identity19%
None3%
Primary Concern When Using Mobile Apps
Mobile App Privacy, Security Attitudes
Privacy and security represent significant concerns for a majority of
smartphone users.
15
Privacy, transparency and control
BASE: Total Qualified Smartphone Users (n=1000)
Q946 How important is it know what type of information is being collected and to have visibility to that information?
Q951 How important is your privacy when using a mobile device?
Q1031 How important is it to have easy access to controls regarding the sharing of your personal information inside a mobile app?
2%
1%
1%
27%
25%
20%
36%
32%
33%
36%
42%
46%
Having easy access to controls regarding the sharing of your
personal information inside a mobile app
Knowing what type of information is being collected and to have visibility
to that information
Your privacy when using a mobile device
Not At All Important Not Very Important Important Very Important Extremely Important
How important is the following…
16
About one-half claim to have read the privacy
BASE: Total Qualified Smartphone Users (n=1000)
Q1010 Have you ever read the privacy policy of a mobile app?
BASE: Those who have checked the privacy policy of a mobile app (n=523)
Q1015 Where have you checked the privacy policy of a mobile app?
52%
17%
32%
Have you ever read the privacy policy of a mobile app?
YesNo, I have never seen an app with a privacy policyNo, I have not read the privacy policy
Where have you checked
the privacy policy of a mobile app?
21%
28%
51%
Through the company's website on your computer
Through the browser on your mobile phone
From the application itself
17
High awareness regarding mobile app sharing
BASE: Total Qualified Smartphone Users (n=1000)
Q935 Are you aware that some mobile apps might share your info with other third parties?
Yes72%
No28%
Are you aware that some mobile apps might share your info with
other third parties?69%
78%69%
87%
63%
Apple/iPhone
[B](n=330)
Google/Android
[C](n=251)
BlackBerry[D]
(n=260)
Windows Mobile
[E](n=51)
All Others
[F](n=108)
Differences By Type of Smartphone Used
54%74%
None[N]
(n=86)
Any[O]
(n=914)
Differences By # of Apps DownloadedL
N
18
But low feeling of control
BASE: Total Qualified Smartphone Users (n=1000)
Q1036 How much to you agree or disagree with the following statement? - I feel in control of my personal information when using my mobile device?
5%
31%
42%
18%
3%
I Feel In Control of My Personal Information When Using My Mobile
Device
Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree
Net:
Agree
37%
33%39%
32%
49% 45%
Apple/iPhone
[B](n=330)
Google/Android
[C](n=251)
BlackBerry[D]
(n=260)
Windows Mobile
[E](n=51)
All Others
[F](n=108)
Differences By Type of Smartphone Used
19
Location: Choice regarding location collection
and use?
BASE: Total Qualified Smartphone Users (n=1000)
Q925 Do you feel you have a choice regarding the collection and use of your location information by an application?
Yes36%
Not sure37%
No28%
Do you feel you have a choice regarding the collection and use of
your location information by an application?
Differences By
Type of Smartphone Used
All Others
[F]
(n=108)30%
38%
20%
41%
45%
[E]
(n=51)
[D]
(n=260)
[C]
(n=251)
[B]
(n=330)
DF
D
20
Location: Are you alerted?
BASE: Total Qualified Smartphone Users (n=1000)
Q920 Does your smartphone alert you when location information is being collected?
Yes31%
Not sure41%
No28%
Does your smartphone alert you when location information is
being collected?
Differences By
Type of Smartphone Used
All Others
[F]
(n=108)16%
31%
14%
35%
47%
[E]
(n=51)
[D]
(n=260)
[C]
(n=251)
[B]
(n=330)
CDF
21
Location: Only 35% allow access
BASE: Total Qualified Smartphone Users (n=1000)
Q930 If an application asks for your location information, what do you typically do?
4%
31%
22%
22%
22%
If an application asks for your location information, what do you
typically do?
Always allow access
Sometimes allow access
Rarely allow access
Do not allow access
I have never had an application ask for my location
Differences By
Type of Smartphone Used
All Others
[F]
(n=108)21%
23%
13%
38%
54%
[E]
(n=51)
[D]
(n=260)
[C]
(n=251)
[B]
(n=330)
CDF
DF
Net:
Allow
35%
22
Advertising tracking and targeting:
Don’t like; want control
BASE: Total Qualified Smartphone Users (n=1000)
Q1040 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?
Q1045 How do you feel about being tracked by advertisers on your mobile phone?
Q1050 Are you interested in being able to opt in or out of targeted mobile ads?
Aware68%
Not aware32%
Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?
2%
74%
22%
1%
0%
25%
50%
75%
100%
I like advertiser tracking
I neither like nor dislike being tracked
I do not like to be tracked
Not important at all
Feelings About Advertiser Tracking
Yes85%
Not sure10%
No5%
Are you interested in being able to opt in or out of targeted mobile ads?
2323
Implications for Businesses
24
For Businesses: Loss of engagement
BASE: Total Qualified Smartphone Users (n=1000)
Q900 Are there certain kinds of information you do not share through a mobile app?
33%
40%
61%
65%
85%
Profile information (age, gender)
Location
Personal information (name, address)
Account information (username, password)
At least one type (Net)
0% 25% 50% 75% 100%
Information Would Not Share Through A Mobile App
78% 85% 91% 88% 90%
Apple/iPhone
[B](n=330)
Google/Android
[C](n=251)
BlackBerry[D]
(n=260)
Windows Mobile
[E](n=51)
All Others
[F](n=108)
Differences By Type of Smartphone Used
B B
25
For Business: Loss of engagement; Not willing to share
8%
17%
18%
24%
28%
28%
42%
54%
62%
65%
75%
78%
Access to your list of contacts
Photos or videos
My web site surfing behavior on the smartphone
Phone number
Date of birth
Address
Location
Anonymous demographic information
Age
Full name
Email address
Gender
0% 25% 50% 75% 100%
Types of Information Willing To Share With Either A First Party App Owner/Developer Or A Third Party
BASE: Those Willing Or Might Be Willing To Share Info (n=592)
Q910 What type(s) of information are you willing to share with first parties (app owner/developer) and/or third parties (everyone else besides the
app owner/developer)?
Least likely
to be shared
26BASE: Total Qualified Smartphone Users (n=1000)
Q820 Which, if any, of the following privacy precautions do you take with regards to your online accounts?
7%
2%
38%
40%
42%
64%
0% 25% 50% 75% 100%
Privacy Precautions Taken
I create a strong password that contains numbers, letters and
characters
I read and understand disclosures regarding use of my
personal information before installing an app
I don't use apps or go to sites that ask/use my personal
information
I don't access my account(s) via mobile device
Other
I haven't taken any of these privacy precautions
G
L
N
For business: Loss of engagement
not using apps or accessing accounts
27
For businesses: Loss of engagement
not even for a free or lower cost app
BASE: Total Qualified Smartphone Users (n=1000)
Q905 Are you willing to share any personal information with a company in exchange for a free or lower cost mobile app?
45%
18%
33%
4%
37%
0% 20% 40% 60%
Willingness To Share Personal Info in Exchange for a Free or Lower Cost
Mobile App
YES (NET)
Yes, I would be willing to share
at least some information about
myself with any company
Yes, I would be willing to share
at least some information about
myself with certain companies
I might be willing
No, I would not be willing to
share any information about
myself with any company
28
For Businesses: Signing in with another account ID
makes users uncomfortable
BASE: Total Qualified Smartphone Users (n=1000)
Q941 How comfortable do you feel signing in to other applications or websites with your Facebook or Twitter account or other ID compared to registering
with the application directly/creating an account for just that app or company website?
38%
22%
16%
14%
13%
22%
29%
31%
32%
32%
19%
30%
24%
35%
31%
34%
36%
31%
8%
11%
18%
17%
24%
14%
0
0
3%
3%
8%
2%
55+ [X](n=215)
45-54 [W](n=201)
35-44 [V](n=251)
25-34 [U](n=228)
18-24 [T](n=105)
Total(n=1000)
Very Uncomfortable Uncomfortable Neither Comfortable Nor Uncomfortable Comfortable Very Comfortable
Comfort Level With Signing In To Other Applications or
Websites With Your Facebook, Twitter, or Other Account ID
TUVW
WX
X
WX
52 percent
29
Few feel that app stores and directories safeguard privacy
BASE: Total Qualified Smartphone Users (n=1000)
Q825 Do you feel that the mobile application store you use only makes available apps that safeguard the privacy of your information?
Q831 How much do you agree or disagree with the following statement? - I feel confident that most mobile apps protect the privacy of my information
Yes25%
No25%
Not sure50%
Does your mobile app store make available only apps that safeguard
your privacy?
6% 14% 42% 35% 3%
Total
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree
I feel confident that most mobile apps protect
the privacy of my information
28%22%
28%18% 16%
Apple/iPhone
[B](n=330)
Google/Android
[C](n=251)
BlackBerry[D]
(n=260)
Windows Mobile
[E](n=51)
All Others
[F](n=108)
Differences By Type of Smartphone Used
(% Yes)
30
In fact, mobile apps collect lots of information
and most don’t have a privacy policy
Good reason for concern . . .
44% 43%
35%33%
30% 28%
19% 19%
13% 12% 11%
6%3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
e-Mail Name Location Terms of Service or
EULA
Access to contacts
Phone number
Connect to Facebook,Twitter, or
Amazon etc
Privacy Policy
Push notifications
Date of Birth
Messages Gender Age
Mobile App Info Collection and Privacy Policy
(average of Apple, Android & Blackberry apps)
N=342 (Apple:119, Android:177, Blackberry:46); free apps only
TRUSTe analysis conducted in January 2011
3131
Impact of TRUSTe seal
32
Smart phone users want accessible mobile
privacy policy
BASE: Total Qualified Smartphone Users (n=1000)
Q1021 How much more likely would you be to read a company's privacy policy (on your mobile phone) if it was easier to navigate and read?
Q1025 Which privacy policy would you prefer to read?
1%1% 30% 41% 28%Total
Much Less Likely to Read Less Likely To Read About the Same More Likely To Read Much More Likely To Read
Likelihood To Read Privacy Policy
That Is Easier to Navigate and Read
7%
Prefer90%
Prefer3%
Prefer
More Likely (Net) 68%
33
TRUSTe can help address privacy concerns
BASE: Total Qualified Smartphone Users (n=1000)
Q1051 Have you ever seen this trust mark or seal before today (on
mobile apps, mobile websites, or traditional PC websites)?
Aware70%
Not sure16%
Not aware14%
Aware of TRUSTe Mark
N
Yes, I would feel more
comfortable72%
No, this would not affect my comfort
level28%
Impact of TRUSTe Mark On Comfort Level
BASE: Total Qualified Smartphone Users (n=1000)
Q1055 If you saw this trust mark or seal on a mobile app or mobile web site or store
would you feel more comfortable about your privacy on that site?
34
TRUSTe Mobile Privacy Certification
• Extension of TRUSTe’s Privacy Certification
for Mobile Web and Mobile Applications
– Offers consumers the same privacy commitment
as web site certification
– Express consent required for the collection and
use of geo-location data
• Features unique and accessible Layered
Short Privacy Notice
– Calls out most significant privacy concerns
− Optimized for the mobile device
− Enhanced disclosures to address concerns
unique to mobile platform
– Enhanced consumer transparency and access90%
Prefer
35
Privacy tips for app owners
1. Get Serious About Privacy74 percent of consumers believe it’s “very important” or “extremely important” to
understand what personal information a mobile app collects
2. Always Ask Before Collecting Location DataOnly 36 percent of consumers felt that they had a choice regarding the collection and
use of their location data
3. Offer Opt-Outs For Mobile Ad Targeting
85 percent of consumers want to be able to opt-in or out of targeted mobile ads
4. Give Consumers Transparency & Choice98 percent of consumers believe it’s important for mobile apps to provide easy
access to controls for collecting and sharing personal information
5. Get Your App Privacy CertifiedOnly 1 in 3 consumers feel in control of their personal information when using their
mobile devices
3636
For the detailed survey
results or to learn more about
mobile privacy, go to
http://www.truste.com/harris-mobile-survey/
37
Harris Interactive Propensity Weighting
All surveys, no matter how perfectly designed and implemented, have some
biases associated with them. These biases may include demographic biases,
such as a demographic skew among those who answer the survey. In addition
to these demographic biases, there are unique biases associated with Internet-
based surveys. For example, as a result of the choices Internet respondents
make, these respondents may differ in fundamental ways from the population of
interest in attitude and behavior as well as demographics.
Harris strives to reduce significantly or eliminate these biases in order to project
accurately the data collected within the survey as representative of the total
target population (in this case, smartphone users). We use demographic
questions and proprietary score questions specific to a weighting technique
proprietary to Harris to achieve this goal. With each survey we are constantly
refining these techniques in order to serve our clients better.
top related