Mobile Privacy: A User’s Perspective Final Report

Prepared by: Harris Interactive March 4, 2011

0

Table of Contents

Introduction
• Background and Objectives • Methodology • Analytic Notes

2

Executive Summary Detailed Findings
• The Smartphone Market

6
16

• Mobile App Privacy, Security Concerns
• Reaction to the TRUSTe Trust Mark

25
44

Appendix

50

1

Introduction

2

Background and Objectives

Background
TRUSTe offers companies a privacy certification program to help build customer trust regarding the privacy of mobile applications or mobile web sites. The features of this mobile privacy certification include: • Privacy certifications of mobile apps and/or mobile web sites that extends your commitment to customer privacy to the mobile platform • Graphical, short notice privacy policies optimized for mobile devices that allow users to quickly obtain answers to their questions and then return to your app or site • A mobile privacy seal & validation page optimized for mobile devices so users can easily validate your privacy certification • Enhanced privacy disclosures to address concerns unique to the mobile platform such as the use of geo location technology • Privacy dispute resolution services accessible from the validation page so users can provide privacy feedback about your app or site.

Research Objectives
TRUSTe would like to expand their understanding of smartphone consumer attitudes and perceptions about privacy issues related to using applications on their mobile devices. Key business questions addressed by this study include: • • • • 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

3

Methodology

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 • Not employed in advertising, marketing research, telecom

Weighted Representation
Gender

Female 46%

Male 54%

When
Interviews were conducted February 3-17, 2011
Age 18-24 7% 25-34 20%

How
Via self-administered online survey

55+ 24%

45-54 21%

35-44 28%

4

Analytic 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
See appendix for additional details on weight factors applied

1

5

Executive Summary

6

Executive Summary

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. – Relatively new to the market, Google Android smartphones are capturing an even larger share among new entrants to the smartphone market at the expense of BlackBerry (and iPhones to a lesser extent).  Nine in ten smartphone users have downloaded at least one application for their phone.  Users spend the greatest percentage of their smartphone time making phone calls (36%), although texting (19%), emailing (14%), surfing the web (7%), playing games (7%), and social networking (6%) are also common activities done on a smartphone.

Smartphone Type Use 11%
All Others

7%

32%

25%

26%

7

Executive Summary

The Smartphone Market (continued)
 Today’s smartphone market is not, however, homogenous in terms of its demographic makeup, attitudes, and behaviors. – Users of the most popular smartphone OS brands (iPhone, Android, BlackBerry, Windows) are more likely to be males than users of other brands (such as Palm, Nokia). – BlackBerry users are more likely to be longer tenured smartphone users and are more likely to have a phone that is paid at least in part by an employer. They also spend a great percentage of time making calls and are less likely to have downloaded mobile applications. – Apple and Google Android users tend to be more similar to each other than users of other smartphone OS’s.  While OS choices are comparable across age groups, behavioral and attitudinal differences are prevalent. – Younger users spend less time on their phone talking, more time texting, and download more mobile applications.

8

Executive Summary

The Smartphone Market / Profile of Smartphone Users by OS
All Others [F]

[B]

[C]

[D]

[E]

% Males

55% 43.3 2.6 C 91% D 31% 14% 19 CDF

56% F 41.6 1.9 88% D 29% 22% B 13 DF

57% F 44.6 3.3 BCF 76% 38% BC 21% B 5

60% 43.1 3.2 91% 48% 16% 6

40% 45.5 2.6 C 99% BCD 54% BCD 22% B 5
9

Average age
Length of time owned a smartphone

Pay 100% of bill themselves
% of smartphone time spent making calls % of smartphone time texting Average # applications downloaded

Executive Summary

The Smartphone Market / Profile of Smartphone Users by Age
18-24 [T]
25-34 [U]

35-44 [V]

45-54 [W]

55+ [X]

Most common OS used

44% Length of time owned a smartphone
Pay 100% of bill themselves % of smartphone time spent making calls % of smartphone time texting Average # applications downloaded 1.9

30%
2.6 T

32%
2.6 T

30%
2.8 T

30%
2.9 T

93% W

91% W

84%

81%

91% W

24%

28%

32%

43% TUV

44% TUV

31% UVWX 15 VWX

22% WX 12

20% WX 12

15% 10

13% 11
10

Executive Summary
Mobile App Privacy, Security Attitudes

Privacy and security represent significant concerns for a majority of smartphone users.
Privacy concerns rank #1: Most consumers expressed great concern about their data privacy both when using smartphones in general, and when using mobile apps in particular; this concern increases with the age of the user.
Consumers want more control over their data: 98% of consumers expressed a strong desire for better controls over how their personal information is collected and used via mobile devices and apps. Advertising tracking causes significant concern: Nearly three-quarters of consumers are uncomfortable with the idea of advertiser tracking, and 85% want to be able to opt into or out of targeted mobile ads. Location tracking turns users off: A significant majority (77%) of consumers doesn’t want to share their location data with app owners / developers.

Primary Concern When Using Mobile Apps

Identity 19%

None 3%
Privacy 38%

Sharing 14%

Security 26%

11

Executive Summary

Mobile App Privacy, Security Behaviors
 A majority of users do not currently feel they are in control of their personal information, but that doesn’t prevent them from trying. – Even in exchange for money, nine in ten would not be willing to share photos, contact lists, or surfing behavior. Some would consider sharing other types of information with a first party. – 98% indicate that having easy access to controls regarding the sharing of personal info in a mobile app is important. – The most common preventative action taken is to create strong passwords.

 Though privacy is widely deemed important, incidence of reading privacy policies is more limited.
– About one-half of smartphone users have read the privacy policy of a mobile app. – Four in ten claim to read and understand disclosures regarding the use of their personal information before using an app (note: those aware of TRUSTe are significantly more likely to have taken this action). – Recognition that app stores offer applications that safeguard privacy is also limited.

12

Executive Summary
Types of Information Willing To Share
Full name Gender Email address Location Address Phone number Age Date of birth Photos or videos Access to your list of contacts My web site surfing behavior on the smartphone Anonymous demographic info Not Willing To Share 64% 57% 59% 77% 85% 87% 66% 85% 91% 96% 90% 71% First Party Only (app owner/developer) 25% 18% 29% 17% 13% 11% 18% 11% 7% 4% 6% 15% Third Party Only 0 2% 0 1% 0 0 1% 0 0 0 1% 1%

Both

11% 23% 12% 5% 2% 1% 15% 4% 3% 1% 3% 13%

BASE: 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)?

13

Executive Summary

The TRUSTe Concept
 There is favorable reaction to the TRUSTe name. – Seven in ten are aware of the TRUSTe name, on an aided basis – Furthermore, seven in ten indicate the presence of the TRUSTe mark would increase their level of comfort about privacy. – The TRUSTe mark is valued for the perceived sense of security it provides as well as the legitimacy of formal certification.  The concept of having a mobile app that provides visibility into the type of info other apps collected is also favorably received. – Just over one-half express interest in the unbranded TRUSTe concept. The remainder are undecided. Few (10%) are opposed to the idea. – A menu oriented privacy policy with the TRUSTe logo is preferred by a large margin over more text intensive options.

90% Prefer

14

TRUSTe’s mobile privacy certification helps address critical consumer privacy issues
• High consumer privacy concerns

Unique privacy issues:
– Use of geo-location technology – Uniquely sensitive personal information (i.e. phone number) – Social networking increasingly relies on mobile apps

– Lack of transparency in how applications use & transmit data
– Privacy concerns regarding behavioral tracking for advertising purposes

Small-screen form factor constraints presentation of privacy practices and consumer choice mechanisms
− − − Optimized for the mobile device Easier for consumers to understand Enhanced disclosures to address concerns unique to mobile platform

BEFORE

AFTER

BEFORE

15

Detailed Findings

 The Smartphone Market • Mobile App Privacy, Security Concerns • Reaction to the TRUSTe Trust Mark

16

The average smartphone user began using a smartphone 2 ½ years ago. New entrants continue a migration from BlackBerry to iPhones and more recently to Google/Android phones.
Used smartphone <2 years (n=436) [G]
Increasing share Decreasing share

38% HI 28%

Tenure of Smartphone Use

16% 5%

11%

Less than 1 year

18% Used smartphone 2-5 years (n=462) [H]

1 to less than 2 years

24%
38% GI

Peak

2 to less than 3 years

23%

Average 2.7 years

29% G 17% 6% 9%

3 to less than 5 years

24%

5 years or more

11%

Used smartphone 5+ years (n=102) [I]
43% GH

24%
9%
Apple/ iPhone Google/ Android BlackBerry

13% G

11%
All All Others Others

BASE: Total Qualified Smartphone Users (n=1000) Q701 How long have you used/owned a smartphone?

Windows Mobile

17

Most smartphone users pay for the phone themselves, although BlackBerry users are significantly more likely to have a company paid phone.
Self paid
91%

D

88% D

91% 76%

99% BCD

Who Pays

9%
3% Reimbursed for a portion

3%

4%

5%

3%

0

87%
I pay the bill myself I pay the bill myself and am reimbursed for a portion of the bill by the company I work for The company I work for pays the entire monthly smartphone bill

Company pays
19% BCF

6%
Apple/ iPhone Users [B] (n=330)

8%
Google/ Android Users [C] (n=251)

6%
BlackBerry Users [D] (n=260) Windows Mobile Users [E] (n=51)

1%
All Others [F] (n=108)

BASE: Total Qualified Smartphone Users (n=1000) Q702 Who pays for the monthly service for your smartphone?

18

On average, smartphone users spend one-third of the time making calls. Email use is less common among newer users in favor of text/SMS messaging.
Average % Time Spent
Other

4 6 7 7 14

4 6 7

5 6I 8
H

3 4 8 8 19 G

Shopping

Banking
Using a business app Using a navigation system/GPS Consuming Media (videos, music, news)

8
12

6 16 G

19

22

HI

17 I

12

Social networking (Facebook, Twitter, LinkedIn...) Surfing the Web Playing games

36

36

35

36

Email Text/SMS messaging Phone calls

Total (n=1000)

Less than 2 years [G] (n=436)

2-5 Years [H] (n=462)

5+ Years [I] (n=102)

BASE: Total Qualified Smartphone Users Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?

19

Usage behaviors differ by type of smartphone owned. iPhone and Android users typically use their phones in a broader set of applications, while BlackBerry users are the heaviest email users.
Average % Time Spent
Other Shopping

6 DF 7 9
F
DF

5 DF 7 F 9 DF 7 DF 13
F

2 5 5 3
BCF

3 3 6 7 10 16

2 3 3 4 8

Banking
Using a business app

21

CDF

11 13 F 14 22

22 B
Using a navigation system/GPS

21
B

B

Consuming Media (videos, music, news) Social networking (Facebook, Twitter, LinkedIn...) Surfing the Web BCD

38 31 29

BC

48

54

Playing games Email Text/SMS messaging Phone calls

Apple/ iPhone Users [B] (n=330)

Google/ Android Users [C] (n=251)

BlackBerry Users [D] (n=260)

Windows Mobile Users [E] (n=51)

All Others [F] (n=108)

BASE: Total Qualified Smartphone Users Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?

20

Males and females also differ in their smartphone usage behaviors. Females are more likely to use their smartphone for texting, playing games, and social networking.
Average % Time Spent
Other

4 4 8S 6 15

4 7 R 6 8 R 13

Shopping

Banking
Using a business app Using a navigation system/GPS Consuming Media (videos, music, news)

16

22 R

Social networking (Facebook, Twitter, LinkedIn...) Surfing the Web Playing games

38

34

Email Text/SMS messaging Phone calls

Males [R] (n=507)

Females [S] (n=493)

BASE: Total Qualified Smartphone Users Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?

21

Significant differences are also noted by age. Unlike other targets, smartphone users age 18-24 claim to spend more time texting than talking on their phone.
Average % Time Spent
Other

5 9WX 8 7 9

5
8 7 8 13 T
WX

4 7 WX 8 8

4 4 7 6 15 T

4 3 6 6 15

Shopping

Banking
Using a business app Using a navigation system/GPS

16 T

15
UVWX WX WX

13

Consuming Media (videos, music, news) Social networking (Facebook, Twitter, LinkedIn...) Surfing the Web

31

22

20

TUV

TUV

Playing games Email Text/SMS messaging Phone calls

43 24 28 32

44

18-24 [T] (n=105)

25-34 [U] (n=228)

35-44 [V] (n=251)

45-54 [W] (n=201)

55+ [X] (n=215)

BASE: Total Qualified Smartphone Users Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?

22

Approximately one-half (49%) use their smartphone for purposes other than calling 1 to 3 hours per day. iPhone and Android users and younger smartphone users spend more non-calling time.
Differences By Smartphone Used
23% F 52% 22% F 53% 25%
Google/ Android Users [C] (n=251)

21% 49% 30%
BlackBerry Users [D] (n=260)

14% 46%

12% 35% BCD 53%

Time Spent Using Smartphone Other Than Making Calls

25%
Apple/ iPhone Users [B] (n=330)

41%
Windows Mobile Users [E] (n=51)

21% 30%

All Others [F] (n=108)

Differences By Age 49%
VWX 38% 40% Less than an hour a day 1 to 3 hours a day More than 3 hours a day 22%
18-24 [T] (n=105)

X 25% 47% 28%
25-34 [U] (n=228)

22% 50% 28%
35-44 [V] (n=251)

16% 53%

14% 49%

31%
45-54 [W] (n=201)

37%
55+ [X] (n=215)

BASE: Total Qualified Smartphone Users (n=1000) Q705 How much time do you spend using your smartphone on an average day, not including the time spent making actual phone calls?

23

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.
Differences By Smartphone Used
100% 75% 99% DEF
18.6 CDF 12.8 DF 4.6 Apple/ iPhone Users [B] (n=330) Google/ Android Users [C] (n=251) BlackBerry Users [D] (n=260) 5.8 Windows Mobile Users [E] (n=51) 4.6 All Others [F] (n=108)

25 98% DEF 84% F 20 80% F 15 59% 10 5 0

Number of Apps Downloaded For Smartphone 10% 24%

50% 25% 0%

28% 17%
100% 94% VX
14.9 VWX

Any

Average #

Differences By Age
25

21%

75% 50%

96% VWX

87%

89%

85%

20 15

11.7

None

1-5

6-10

11-20

21+

25% 0%
18-24 [T] (n=105) 25-34 [U] (n=228)

11.5

10
9.7 10.8

5
0
55+ [X] (n=215)

35-44 [V] (n=251)

45-54 [W] (n=201)

BASE: Total Qualified Smartphone Users (n=1000) Q710 Approximately how many applications have you downloaded for your smartphone?

24

Detailed Findings

• The Smartphone Market  Mobile App Privacy, Security Concerns • Reaction to the TRUSTe Trust Mark

25

About one-half of smartphone users are concerned with privacy, sharing, identity, and security alike. Concerns are highest among those who pay their own bill, those who don’t download apps, and older users.
Differences By Who Pays For Smartphone
57% 48%

53% 43%

52%

45%

51% K 33%

Smartphone Concerns (% Top 3 Box/10-Point Scale)
Privacy
(your info is shared with others without your permission)

Privacy 55%

Sharing
Pay 100% Self [J] (n=865)

Identity

Security

Company Pays [K] (n=135)

Differences By Application Downloads
Sharing
(your info is shared with others with or without your permission)

52%

62%

65% 55% 57% 51% O 50%

62%

O

47%

Identity
(your info is used to determine who you are)

51%
Privacy Sharing
No Downloads [N] (n=86)

Identity

Security

Any Downloads [O] (n=914)

Security
(virus or spyware on your phone)

48%
61% U

Differences By Age
57% U 37% 58% U

0%

25%

50%

75%

100% 41%

O 35%

O 36%

53% U

Privacy
BASE: Total Qualified Smartphone Users (n=1000) Q806 Overall, how concerned are you about each of the following when you use your smartphone, in general?

Sharing
18-34 [U] (n=333)

Identity
35+ [V] (n=667)

Security

26

Mobile app concerns are similar to smartphone concerns in general. When asked to choose only one, privacy is deemed the most important issue, across user groups.

Mobile App Concerns (% Top 3 Box/10-Point Scale)
Privacy
(your info is shared with others without your permission)

Primary Mobile App Concern

56% 14%

2% 1% Privacy Security 38% 19%

Sharing
(your info is shared with others with or without your permission)

52%

Identity Sharing Other None/Don't use

Identity
(your info is used to determine who you are)

51%
26%

Security
(virus or spyware on your phone)

51%

0%

25%

50%

75%

100%

BASE: Total Qualified Smartphone Users (n=1000) Q811 And, how concerned are you about each of the following when using mobile applications? Q815 Which of the following is your primary concern when using mobile applications?

27

Nearly all agree privacy is an important issue when using a mobile device, as is knowing what type of information is collected and the ability to control what is shared.
Importance of…

Your privacy when using a mobile 1% device

20%

33%

46%

Knowing what type of information is being collected and to have visibility 1% to that information Having easy access to controls regarding the sharing of your 2% personal information inside a mobile app

25%

32%

42%

27%

36%

36%

Not At All Important

Not Very Important

Important

Very Important

Extremely Important

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?

28

About one-half (52%) have read the privacy policy of a mobile app, most commonly on the app itself. iPhone, Android, and Windows Mobile users are more likely to have read a privacy policy.
Have you ever read the privacy policy of a mobile app? Where have you checked the privacy policy of a mobile app?

32% From the application itself 52% 51%

17% Yes No, I have never seen an app with a privacy policy No, I have not read the privacy policy Differences By Type of Smartphone Used (% Yes) 53%
F Apple/ iPhone [B] (n=330)

Through the browser on your mobile phone

28%

57%
F Google/ Android [C] (n=251)

47%
BlackBerry [D] (n=260)

61% 39%
Windows Mobile [E] (n=51) All Others [F] (n=108)

Through the company's website on your computer

21%

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?

29

Strong passwords are the most commonly taken privacy precaution. About four in ten indicate they read disclosures – an action more common among long tenured users, those aware of TRUSTe, and those who download mobile apps.
Differences By Length of Smartphone Use Privacy Precautions Taken 39%
I create a strong password that contains numbers, letters and characters

42%

55%
G

64%

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

Less than 2 years [G] (n=436)

2-5 Years [H] (n=462)

5+ Years [I] (n=102)

42%

Differences By TRUSTe Awareness
40% 33% 38% Not Aware [L] (n=309)

46%
L

Aware [M] (n=691)

Other

2%

Differences By Application Downloads

I haven't taken any of these privacy precautions
0%

7% 20%
25% 50% 75% 100%

45%
N

BASE: Total Qualified Smartphone Users (n=1000) Q820 Which, if any, of the following privacy precautions do you take with regards to your online accounts?

None [N] (n=86)

Any [O] (n=914)

30

Security and privacy trump convenience when creating accounts/registering on mobile devices…for all except younger smartphone users.
Most important when creating an account or registering on a mobile device 18-24 [T] (n=105) Differences By Age

34%

23%

43% UVWX

18%

49%

25-34 [U] (n=228)

51% T

23%

26% WX

33%

35-44 [V] (n=251)

46%

33%

21%

WX

Security Privacy (create an account just for that company) Convenience (i.e. use a Facebook or other existing account to log-in)

45-54 [W] (n=201)

51% T

41% TU

8%

55+ [X] (n=215)

55% T

37% U

8%

BASE: Total Qualified Smartphone Users (n=1000) Q915 Which of the following is most important to you when creating an account or registering yourself on a mobile device?

31

A majority (52%) are uncomfortable with the idea of signing in to other applications with another account ID, such as Facebook or Twitter. Comfort level is higher (though not strong) among those 18-24.

Comfort Level With Signing In To Other Applications or Websites With Your Facebook, Twitter, or Other Account ID Total (n=1000)

22%

30%

31%

14%

2%

18-24 [T] (n=105)

13% 14% 16% 22%

19% 32% 32% 31% 38% TUVW

36% 34% 31% 35% 29%

24% WX 17% 18% X

WX 8%

25-34 [U] (n=228)
35-44 [V] (n=251) 45-54 [W] (n=201) 55+ [X] (n=215)

3% 3% 0

11% 24%

8% 0

Very Uncomfortable

Uncomfortable

Neither Comfortable Nor Uncomfortable

Comfortable

Very Comfortable

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?

32

A minority (25%) feel their mobile app store makes available apps that safeguard privacy, though nearly four in ten (38%) are confident that the apps themselves do protect privacy.
Differences By Type of Smartphone Used (% Yes) Does your mobile app store make available only apps that safeguard your privacy?

28%
Apple/ iPhone [B] (n=330)

22%
Google/ Android [C] (n=251)

28%
BlackBerry [D] (n=260)

18%
Windows Mobile [E] (n=51)

16%
All Others [F] (n=108)

Yes 25% Not sure 50% No 25%

Differences By TRUSTe Awareness (%Yes) 28% 17% Not Aware [L] (n=309)
L

Aware [M] (n=691)

I feel confident that most mobile apps protect the privacy of my information

Differences By TRUSTe Awareness (% Top 2 Box) 33% 40%

Total

6% 14%

42%

35%

3% Not Aware [L] (n=309) Aware [M] (n=691)

Strongly Disagree

Disagree

Neither Agree Nor Disagree

Agree

Strongly Agree

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

33

Nearly nine in ten (85%) restrict at least some types of information sharing on mobile apps; resistance is even higher among BlackBerry users and those age 45 and up.
Differences By Type of Smartphone Used 85% 91%
B

78% Information Would Not Share Through A Mobile App

88%

90%
B

At least one type (Net)

85%

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 TRUSTe Awareness
Account information (username, password) Personal information (name, address) 65% 85% 61% Not Aware [L] (n=309) Differences By Age Aware [M] (n=691) 85%

Location

40%

Profile information (age, gender)
0%

33%
25% 50% 75% 100%

85%

77%

84%

89%
U

90%
U

BASE: Total Qualified Smartphone Users (n=1000) Q900 Are there certain kinds of information you do not share through a mobile app?

18-24 [T] (n=105)

25-34 [U] (n=228)

35-44 [V] (n=251)

45-54 [W] (n=201)

55+ [X] (n=215) 34

About four in ten would be willing to share personal information in exchange for a free or lower cost mobile app, although there are limitations (only certain information to certain companies).
Differences By Type of Smartphone Used Willingness To Share Personal Info 41%
D YES (NET)

41%
D Google/ Android [C] (n=251)

42% 28%
BlackBerry [D] (n=260) Windows Mobile [E] (n=51)

31%
All Others [F] (n=108)

37%

Apple/ iPhone [B] (n=330)

Yes, I would be willing to share at least some information about myself with any company

4%

Differences By TRUSTe Awareness

Yes, I would be willing to share at least some information about myself with certain companies

33%

30% Not Aware [L] (n=309)

40%
L

Aware [M] (n=691)

I might be willing

18% Differences By # of Apps Downloaded

No, I would not be willing to share any information about myself with any company

45%
24%
0% 20% 40% 60%

36% None [N] (n=86) 1-10 Apps [P] (n=489)

42%
N

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?

11+ Apps [Q] (n=425)

35

Among those who indicate they might be willing to share personal information, gender, email address, and name are the most likely to be shared.
Types of Information Willing To Share With Either A First Party App Owner/Developer Or A Third Party Gender Email address Full name Age Anonymous demographic information Location Address 28% 28% 24% 18% 17% 8%
0% 25% 50% 75% 100%

78% 75% 65%

Most likely to be shared

62%
54% 42%

Date of birth
Phone number My web site surfing behavior on the smartphone Photos or videos Access to your list of contacts

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)?

36

Overall, about one-third indicate their smartphone alerts them when location information is being collected; this is significantly more common among iPhone and Android users.
Does your smartphone alert you when location information is being collected? Differences By Type of Smartphone Used

[B] (n=330)

CDF

47%

No 28%

Yes 31%

[C] (n=251)

35%

[D] (n=260) Not sure 41%

14%

[E] (n=51)

31%

All Others [F] (n=108)

16%

BASE: Total Qualified Smartphone Users (n=1000) Q920 Does your smartphone alert you when location information is being collected?

37

About one in three smartphone users allow an app access (at least sometimes) to their location information; more than one-half of iPhone users allow location access.
Differences By Type of Smartphone Used

If an application asks for your location information, what do you typically do?

4% 22% 31%

Net: Allow 35%

[B] (n=330)

CDF

54%

[C] (n=251)

DF

38%

22%

[D] (n=260) 22%

13%

Always allow access Sometimes allow access Rarely allow access Do not allow access I have never had an application ask for my location

[E] (n=51)

23%

All Others [F] (n=108)

21%

BASE: Total Qualified Smartphone Users (n=1000) Q930 If an application asks for your location information, what do you typically do?

38

A minority feel they have a choice regarding the collection and use of location information, though the incidence is higher among iPhone and Android smartphone users.
Do you feel you have a choice regarding the collection and use of your location information by an application? [B] (n=330) Differences By Type of Smartphone Used

DF

45%

No 28%

Yes 36%

[C] (n=251)

D

41%

[D] (n=260) Not sure 37%

20%

[E] (n=51)

38%

All Others [F] (n=108)

30%

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?

39

Only about one-third feel they are in control of their personal information when using a mobile device.
Differences By Type of Smartphone Used I Feel In Control of My Personal Information When Using My Mobile Device 49% 32%
BlackBerry [D] (n=260) Windows Mobile [E] (n=51) All Others [F] (n=108)

33%
Apple/ iPhone [B] (n=330)

39%

45%

3% 5% 18% 31%

Net: Agree 37%

Google/ Android [C] (n=251)

Differences By TRUSTe Awareness

32%

39%

42%

Not Aware [L] (n=309)

Aware [M] (n=691)

Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree

Differences By # of Apps Downloaded

31%

37%

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?

None [N] (n=86)

Any [O] (n=914)

40

Only about one-third feel they are in control of their personal information when using a mobile device.

I Feel In Control of My Personal Information When Using My Mobile Device
3% 5% 18% 31%
Apple/ iPhone [B] (n=330) Google/ Android [C] (n=251)

Net: Agree 37% 33%

Differences By Type of Smartphone Used 49% 39% 32% 45%

BlackBerry [D] (n=260)

Windows Mobile [E] (n=51)

All Others [F] (n=108)

42%

Differences by Age
Strongly Agree Agree Neither Agree Nor Disagree Disagree Strongly Disagree 44% 40% 40% 35% 30%

18-24 [T] (n=105)

25-34 [U] (n=228)

35-44 [V] (n=251)

45-54 [W] (n=201)

55+ [X] (n=215)

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?

41

A majority are aware that some mobile apps might share their information with other third parties; awareness is significantly higher among those aware of TRUSTe.
Differences By Type of Smartphone Used Are you aware that some mobile apps might share your info with other third parties?

69%

78%
F

69%

87%
63%
Windows Mobile [E] (n=51) All Others [F] (n=108)

Apple/ iPhone [B] (n=330)

Google/ Android [C] (n=251)

BlackBerry [D] (n=260)

No 28%

Differences By TRUSTe Awareness

59% Yes 72% Not Aware [L] (n=309)

77%
L

Aware [M] (n=691)

Differences By # of Apps Downloaded

74% 54% None [N] (n=86)
N

BASE: Total Qualified Smartphone Users (n=1000) Q935 Are you aware that some mobile apps might share your info with other third parties?

Any [O] (n=914)

42

A majority (74%) of smartphone users are not comfortable with the idea of advertiser tracking and 85% are interested in being able to opt in/out of targeted mobile ads.
Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior? Feelings About Advertiser Tracking

100%

1% 22% I like advertiser tracking

Not aware 32%
75%

Aware 68%

I neither like nor dislike being tracked I do not like to be tracked 74%

50%

Are you interested in being able to opt in or out of targeted mobile ads? No Not sure 5% 10%
25%

Not important at all

0%

2%

Yes 85%
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?

43

Detailed Findings

• The Smartphone Market • Mobile App Privacy, Security Concerns  Reaction to the TRUSTe Trust Mark

44

Fully seven in ten claim to have seen the TRUSTe mark before; awareness is significantly higher among men and among those who download mobile apps.
Differences By Type of Smartphone Used 81%

69%

72%

66%
BlackBerry [D] (n=260)

70%

Aware of TRUSTe Mark

Apple/ iPhone [B] (n=330)

Google/ Android [C] (n=251)

Windows Mobile [E] (n=51)

All Others [F] (n=108)

Not aware 14% 74% Not sure 16% Aware 70%
S

Differences By Gender

65%

Male [R] (n=507)

Female [S] (n=493)

Differences By # of Apps Downloaded

54% None [N] (n=86)

72%
N

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)?

Any [O] (n=914)

45

The TRUSTe mark increases the comfort level smartphone users feel about their privacy, even among those who had not heard of it before.
Differences By Who Pays Smartphone Bill

74%
K 100% Self Paid [J] (n=865)

62%
Company Paid [K] (n=135)

Impact of TRUSTe Mark On Comfort Level

No, this would not affect my comfort level 28% Yes, I would feel more comfortable 72%

Differences By TRUSTe Awareness

80% 54% Not Aware [L] (n=309)
L

Aware [M] (n=691)

Differences By # of Apps Downloaded

59% None [N] (n=86)

74%
N

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?

Any [O] (n=914)

46

The TRUSTe mark is valued for the perceived sense of security it provides as well as the legitimacy of formal certification.
Reasons for Impact of TRUSTe Mark On Comfort Level 28% No Impact 72% More Comfortable

Skeptical (Net)
Sign doesn’t mean anything, not a guarantee, anybody can display a seal/make one up, people can still hack through it

Privacy & Security (Net) 45%
Feel (my information is) safe, protects (my) privacy, is trustworthy

54%

Certified (Net) Not Familiar (Net)
Don’t know what it means, need to learn more, not familiar with TRUSTe A third party has verified, it’s guaranteed, it meets a standard, it’s legitimate

30%

47% Familiar (Net)
Familiar with TRUSTe, Reputable/has been around a long time

11%

Miscellaneous (Net)
Don’t use mobile apps, never thought about it

6%

Miscellaneous (Net)
Gives a good feeling, Just does, Better than nothing

11%

Don’t know/No answer

4%

Don’t know/No answer 9%
25% 50% 75% 100%

0%

0%

25%

50%

75%

100%

BASE: Those that would be positively impacted by TRUSTe mark (n=708) Q1056 Please explain, in detail, the reasons why this trust mark or seal would help you feel more comfortable about your privacy on that site. BASE: Those that would not be impacted by TRUSTe mark (n=292) Q1057 Please explain, in detail, the reasons why this trust mark or seal would not affect your comfort level.

47

A menu oriented privacy policy with the TRUSTe logo is preferred by a large margin. About seven in ten indicate they would be more likely to read a privacy policy that is easier to navigate/read.
Likelihood To Read Privacy Policy That Is Easier to Navigate and Read

More Likely (Net) 68%
Total 1% 1% 30% 41% 28%

Much Less Likely to Read

Less Likely To Read

About the Same

More Likely To Read

Much More Likely To Read

7% Prefer

90% Prefer

3% Prefer

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?

48

To learn more about mobile privacy, go to
http://www.truste.com/harris-mobile-survey/

49

Appendix

50

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.

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