TRUSTe Mobile Privacy Report

8/7/2019 TRUSTe Mobile Privacy Report

1/52

0

0

Prepared by: Harris InteractiveMarch 4, 2011

Mobile Privacy: A Users PerspectiveFinal Report


2/52

1

Table of Contents

Introduction 2 Background and Objectives

Methodology

Analytic Notes

Executive Summary 6

Detailed Findings The Smartphone Market 16

Mobile App Privacy, Security Concerns 25

Reaction to the TRUSTe Trust Mark 44

Appendix 50


3/52

2

2

Introduction


4/52

3

Background and Objectives

BackgroundTRUSTe offers companies a privacy certification program to help build customer trust regarding the privacy ofmobile 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 customerprivacy to the mobile platform

Graphical, short notice privacy policies optimized for mobile devices that allow users to quickly obtainanswers 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 privacyissues related to using applications on their mobile devices. Key business questions addressed by this studyinclude:

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


5/52

4

Methodology

Who1,000 total interviews were conducted among Harris Interactivesonline consumer panel

Respondents were qualified as: US residents Age 18 and over Currently own/use a smartphone

Not employed in advertising, marketing research, telecom

WhenInterviews were conducted February 3-17, 2011

HowVia self-administered online survey

Weighted Representation

Male54%

Female46%

Gender

18-247%

25-34

20%

35-4428%

45-5421%

55+24%

Age


6/52

5

Analytic Notes

Weighting 1Data were weighted by Harris Interactive propriety propensity weighting scheme.

Significance NotationsSignificance testing was conducting at the 95% confidence level. When comparisons among three or more groupshave been made, letters (A/B/C/D/E) are used to indicate a value that is significantly greater than the groupreferenced. For comparisons between two groups arrows ( ) indicate a number is significantly higher/lower thanthe 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 thenumber 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. Thismeans that if 100 different samples of 1,000 respondents each were randomly drawn from the populationmeasured, 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 samplesize decreases, the error range increases. For example, the error range for a sample size of 500 is 4.4percentage points

1 See appendix for additional details on weight factors applied


7/5266

Executive Summary


8/527

Executive Summary

The Smartphone MarketThe most commonly used smartphone OS brands areiPhone, BlackBerry, and Google Android, though there areindications this trend could be changing.

Relatively new to the market, Google Android smartphonesare capturing an even larger share among new entrants to

the smartphone market at the expense of BlackBerry (andiPhones to a lesser extent).

Nine in ten smartphone users have downloaded at least oneapplication for their phone.

Users spend the greatest percentage of their smartphonetime making phone calls (36%), although texting (19%),

emailing (14%), surfing the web (7%), playing games (7%),and social networking (6%) are also common activities doneon a smartphone.

32%

26%

25%

7%

11%

Smartphone Type Use

All Others


9/528

Executive Summary

The Smartphone Market (continued)Todays 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) aremore 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 tohave a phone that is paid at least in part by an employer. They also spend a great percentage oftime 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 othersmartphone OSs.

While OS choices are comparable across age groups, behavioral and attitudinal differences areprevalent.

Younger users spend less time on their phone talking, more time texting, and download moremobile applications.


10/529

Executive Summary

The Smartphone Market / Profile of Smartphone Users by OS

AllOthers

% Males 55% 56% F 57% F 60% 40%

Average age 43.3 41.6 44.6 43.1 45.5

Length of time owned asmartphone 2.6 C 1.9 3.3 BCF 3.2 2.6 C

Pay 100% of bill themselves 91% D 88% D 76% 91% 99% BCD

% of smartphone time spentmaking calls 31% 29% 38% BC 48% 54% BCD

% of smartphone time texting 14% 22% B 21% B 16% 22% B

Average # applicationsdownloaded 19 CDF 13 DF 5 6 5

[B] [C] [D] [E] [F]


11/5210

Executive Summary

The Smartphone Market / Profile of Smartphone Users by Age

Most common OS used

44% 30% 32% 30% 30%Length of time owned asmartphone 1.9 2.6 T 2.6 T 2.8 T 2.9 T

Pay 100% of bill themselves 93% W 91% W 84% 81% 91% W

% of smartphone time spentmaking calls 24% 28% 32% 43% TUV 44% TUV

% of smartphone time texting 31% UVWX 22% WX 20% WX 15% 13%

Average # applicationsdownloaded 15 VWX 12 12 10 11

18-24[T]

25-34[U]

35-44[V]

45-54[W]

55+[X]


12/5211

Executive Summary

Privacy concerns rank #1: Most consumersexpressed great concern about their data privacyboth when using smartphones in general, andwhen using mobile apps in particular; this concernincreases with the age of the user.

Consumers want more control over their data:98% of consumers expressed a strong desire forbetter controls over how their personal informationis collected and used via mobile devices andapps.

Advertising tracking causes significantconcern: Nearly three-quarters of consumers areuncomfortable with the idea of advertiser tracking,and 85% want to be able to opt into or out oftargeted mobile ads.

Location tracking turns users off: A significantmajority (77%) of consumers doesnt want toshare their location data with app owners / developers.

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 ofsmartphone users.


13/5212

Executive Summary

Mobile App Privacy, Security BehaviorsA majority of users do not currently feel they are in control of their personal information, butthat doesnt prevent them from trying.

Even in exchange for money, nine in ten would not be willing to share photos, contact lists, orsurfing 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 amobile 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 morelimited.

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 personalinformation before using an app (note: those aware of TRUSTe are significantly more likely tohave taken this action).

Recognition that app stores offer applications that safeguard privacy is also limited.


14/5213BASE: 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 InformationWilling To Share

Not WillingTo Share

First Party Only(app owner/developer)

Third PartyOnly Both

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 thesmartphone 90% 6% 1% 3%

Anonymous demographic info 71% 15% 1% 13%

Executive Summary


15/5214

Executive Summary

The TRUSTe ConceptThere 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 markwould increase their level of comfort about privacy.

The TRUSTe mark is valued for the perceived sense of security itprovides as well as the legitimacy of formal certification.

The concept of having a mobile app that provides visibility into the typeof 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 alarge margin over more text intensive options.

90%Prefer


16/5215

TRUSTes mobile privacy certification helps address criticalconsumer 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 constraintspresentation of privacy practices andconsumer choice mechanisms

Optimized for the mobile device

Easier for consumers to understand Enhanced disclosures to address

concerns unique to mobile platform

AFTER

BEFORE

BEFORE


17/521616

Detailed FindingsThe Smartphone Market

Mobile App Privacy, Security Concerns

Reaction to the TRUSTe Trust Mark

h h b h


18/5217

The average smartphone user began using a smartphone 2 years ago. New entrants continue a migration from BlackBerry toiPhones and more recently to Google/Android phones.

11%

24%

23%

24%

18%

5 years or more

3 to less than 5 years



Less than 1 year

Tenure of Smartphone Use

Average2.7 years

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

28%38%

16%5% 11%

Used smartphone


19/5218

Most smartphone users pay for the phone themselves, althoughBlackBerry users are significantly more likely to have a companypaid phone.

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

87%

3%

9%

Who Pays

I pay the bill myself

I pay the bill myself and am reimbursed for a portion of the bill bythe company I work forThe company I work for pays the entire monthly smartphone bill

91% 88%76%

91%99%

Self paid

3% 4% 5% 3% 0

Reimbursed for a portion

6% 8%19%

6% 1%

Apple/ iPhoneUsers

[B](n=330)

Google/ AndroidUsers

[C](n=251)

BlackBerryUsers

[D]

(n=260)

WindowsMobileUsers

[E](n=51)

AllOthers

[F]

(n=108)

Company pays

D DBCD

BCF

O h d hi d f h i


20/5219

On average, smartphone users spend one-third of the timemaking calls. Email use is less common among newer users infavor of text/SMS messaging.

BASE: Total Qualified Smartphone UsersQ715 Approximately what percentage of time do you spend on the following activities on your smartphone?

36 36 35 36

19 22 17 12

14 12

16 19

7 8 6 8

7 7 8 86 6 6 44 4 5 3

Total(n=1000)

Less than 2years

[G](n=436)

2-5 Years[H]

(n=462)

5+ Years[I]

(n=102)

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

Email

Text/SMS messaging

Phone calls

Average % Time Spent

HII

GG

H

I

U b h i diff b t f t h d iPh d


21/52

20

Usage behaviors differ by type of smartphone owned. iPhone andAndroid users typically use their phones in a broader set ofapplications, while BlackBerry users are the heaviest email users.


31 29

3848

54

1422

21

16

22

1313

21 10

8

117

37

4

99

56

3

7 7

53

36 5

23

2

Apple/ iPhoneUsers

[B](n=330)


[C](n=251)

BlackBerryUsers

[D](n=260)

WindowsMobileUsers

[E](n=51)

AllOthers

[F](n=108)

Other

Shopping

Banking





Surfing the Web

Playing games

Email

Text/SMS messaging

Phone calls


BC

BCD

B

B

B

F

F

BCF

CDFDF

FF

DF DF

DF DF

M l d f l l diff i th i t h g


22/52

21

Males and females also differ in their smartphone usagebehaviors. Females are more likely to use their smartphone fortexting, playing games, and social networking.


38 34

16 22

15 13

6 88 64 74

4

Males[R]

(n=507)

Females[S]

(n=493)

Other

Shopping

Banking





Surfing the Web

Playing games

Email

Text/SMS messaging

Phone calls


R

R

R

S

Signific nt differences re lso noted b ge Unlike other


23/52

22

Significant differences are also noted by age. Unlike othertargets, smartphone users age 18-24 claim to spend more timetexting than talking on their phone.


24 2832

43 44

31 22 20

15 139 13 16

15 157 8

86 68 7

87 69 8

7 4 35 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





Surfing the Web

Playing games

Email

Text/SMS messaging

Phone calls


TUV TUV

UVWX WX WX

T T

T

WX WXWX

Approximately one half (49%) use their smartphone for purposes


24/52

23

Approximately one-half (49%) use their smartphone for purposesother than calling 1 to 3 hours per day. iPhone and Android usersand younger smartphone users spend more non-calling time.

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?

30%

49%

21%

Time Spent Using SmartphoneOther Than Making Calls

Less than an hour a day

1 to 3 hours a day

More than 3 hours a day

25% 25% 30%41% 53%

52% 53% 49%46% 35%

23% 22% 21% 14% 12%

Apple/ iPhoneUsers

[B]

(n=330)


[C]

(n=251)

BlackBerryUsers

[D](n=260)

WindowsMobileUsers

[E]

(n=51)

AllOthers

[F](n=108)

Differences By Smartphone Used

BCD

F F

22% 28% 28% 31%37%

40%47% 50% 53%

49%

38% 25%22% 16% 14%

18-24[T]

(n=105)

25-34[U]

(n=228)

35-44[V]

(n=251)

45-54[W]

(n=201)

55+[X]

(n=215)

Differences By Age

VWX X

Nine in ten smartphone users have downloaded at least one app


25/52

24

Nine in ten smartphone users have downloaded at least one appfor their phone; iPhone and Android users download significantlymore apps, as do younger users.

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

4.6 5.8 4.6 0

5

10

15

20

25

Apple/ iPhoneUsers

[B](n=330)


[C](n=251)

BlackBerryUsers[D]

(n=260)

WindowsMobileUsers

[E](n=51)

AllOthers[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

1520

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


26/52

2525

Detailed Findings The Smartphone Market

Mobile App Privacy, Security Concerns


About one half of smartphone users are concerned with privacy sharing


27/52

26

About one-half of smartphone users are concerned with privacy, sharing,identity, and security alike. Concerns are highest among those who paytheir own bill, those who dont download apps, and older users.

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?

48%

51%

52%

55%

0% 25% 50% 75% 100%

Smartphone Concerns(% Top 3 Box/10-Point Scale)

57%53% 52% 51%48% 43% 45%

33%

Privacy Sharing Identity SecurityPay 100% Self [J] (n=865) Company Pays [K] (n=135)

Differences By Who Pays For Smartphone

Privacy(your info is shared with others

without your permission)

Sharing(your info is shared with others with

or without your permission)

Identity(your info is used to determine who

you are)

Security(virus or spyware on your phone)

K

62% 57%65% 62%

55% 51% 50% 47%

Privacy Sharing Identity SecurityNo Downloads [N] (n=86) Any Downloads [O] (n=914)

Differences By Application Downloads

OO

41% 37% 35% 36%

61% 57% 58% 53%

Privacy Sharing Identity Security18-34 [U] (n=333) 35+ [V] (n=667)

Differences By Age

OOU U U U

Mobile app concerns are similar to smartphone concerns in


28/52

27

Mobile app concerns are similar to smartphone concerns ingeneral. When asked to choose only one, privacy is deemed themost important issue, across user groups.

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?

51%

51%

52%

56%

0% 25% 50% 75% 100%

Mobile App Concerns(% Top 3 Box/10-Point Scale)

Privacy(your info is shared with others

without your permission)

Sharing(your info is shared with others with

or without your permission)

Identity(your info is used to determine who

you are)

Security(virus or spyware on your phone)

38%

26%

19%

14%1%2%

Primary Mobile App Concern

Privacy

Security

Identity

Sharing

Other

None/Don't use

Nearly all agree privacy is an important issue when using a


29/52

28

Nearly all agree privacy is an important issue when using amobile device, as is knowing what type of information is collectedand the ability to control what is shared.

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 controlsregarding the sharing of your

personal information inside a mobileapp

Knowing what type of information isbeing collected and to have visibilityto that information

Your privacy when using a mobiledevice

Not At All Important Not Very Important Important Very Important Extremely Important

Importance of

About one-half (52%) have read the privacy policy of a mobile app


30/52

29

About one half (52%) have read the privacy policy of a mobile app,most commonly on the app itself. iPhone, Android, and WindowsMobile users are more likely to have read a privacy policy.

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'swebsite on your computer

Through the browser onyour mobile phone

From the application itself

53% 57% 47%61%

39%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)

Differences By Type of Smartphone Used (% Yes)

F F

Strong passwords are the most commonly taken privacy precaution.


31/52

30

g p y p y pAbout four in ten indicate they read disclosures an action more commonamong long tenured users, those aware of TRUSTe, and those whodownload mobile apps.

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?

7%

2%

38%

40%

42%

64%

0% 25% 50% 75% 100%

Privacy Precautions Taken

39% 42%55%

Less than 2 years[G]

(n=436)

2-5 Years[H]

(n=462)

5+ Years[I]

(n=102)

Differences By Length of Smartphone Use

I create a strong password thatcontains numbers, letters and

characters

I read and understanddisclosures regarding use of my

personal information beforeinstalling an app

I don't use apps or go to sitesthat ask/use my personal

information

I don't access my account(s) viamobile device

Other

I haven't taken any of theseprivacy precautions

33%46%

Not Aware[L]

(n=309)

Aware[M]

(n=691)

Differences By TRUSTe Awareness

20%45%

None

[N](n=86)

Any

[O](n=914)

Differences By Application Downloads

G

L

N

Security and privacy trump convenience when creating


32/52

31

Security and privacy trump convenience when creatingaccounts/registering on mobile devicesfor all except younger smartphone users.

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?

49%

33%

18%

Most important when creating an account

or registering on a mobile device

Security

Privacy (create an account just for that company)

Convenience (i.e. use a Facebook or other existingaccount to log-in) 55%

51%

46%

51%

34%

37%

41%

33%

23%

23%

8%

8%

21%

26%

43%

55+[X]

(n=215)

45-54[W]

(n=201)

35-44[V]

(n=251)

25-34[U]

(n=228)

18-24[T]

(n=105)

Differences By Age

UVWX

WX

WX

TU

U

T

T

T

A majority (52%) are uncomfortable with the idea of signing in to other


33/52

32

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

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

A minority (25%) feel their mobile app store makes available apps


34/52

33

A minority (25%) feel their mobile app store makes available appsthat safeguard privacy, though nearly four in ten (38%) areconfident that the apps themselves do protect 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 yourprivacy?

17%28%

Not Aware[L]

(n=309)

Aware[M]

(n=691)

Differences By TRUSTe Awareness (%Yes)

6% 14% 42% 35% 3%Total

Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree

I feel confident that most mobile apps protect theprivacy of my information

L

33%40%

Not Aware[L]

(n=309)

Aware[M]

(n=691)

Differences By TRUSTe Awareness (% Top 2 Box)

28% 22% 28% 18% 16%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)

Differences By Type of Smartphone Used (% Yes)

Nearly nine in ten (85%) restrict at least some types of information


35/52

34

ea y e te (85%) est ct at east so e types o o at osharing on mobile apps; resistance is even higher amongBlackBerry users and those age 45 and up.

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 AMobile App

78% 85% 91% 88% 90%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)

Differences By Type of Smartphone Used

85% 85%

Not Aware[L]

(n=309)

Aware[M]

(n=691)


85% 77% 84% 89%90%

18-24

[T](n=105)

25-34

[U](n=228)

35-44

[V](n=251)

45-54

[W](n=201)

55+

[X](n=215)

Differences By Age

B B

UU


36/52

Among those who indicate they might be willing to share personal


37/52

36

g y g g pinformation, gender, email address, and name are the most likelyto be shared.

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)?

Most likely tobe shared

Overall, about one-third indicate their smartphone alerts them


38/52

37

, pwhen location information is being collected; this is significantlymore common among iPhone and Android users.

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

Yes31%

Not sure41%

No

28%

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

About one in three smartphone users allow an app access (at


39/52

38

p pp (least sometimes) to their location information; more than one-halfof iPhone users allow location 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 locationinformation, what do you typically do?

Always allow accessSometimes allow accessRarely allow accessDo not allow accessI have never had an application ask for my location

Differences By


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:Allow35%

A minority feel they have a choice regarding the collection and


40/52

39

y y g guse of location information, though the incidence is higher amongiPhone and Android smartphone users.

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%

No

28%

Do you feel you have a choice regarding

the collection and use of your locationinformation by an application?

Differences By


All Others[F]

(n=108)30%

38%

20%

41%

45%

[E](n=51)

[D](n=260)

[C](n=251)

[B](n=330)

DF

D

Only about one third feel they are in control of their personal


41/52

40

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

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 PersonalInformation When Using My Mobile Device

Strongly AgreeAgreeNeither Agree Nor DisagreeDisagreeStrongly Disagree

Net:Agree37%

33%39%

32%

49% 45%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)


32%39%

Not Aware[L]

(n=309)

Aware[M]

(n=691)


31% 37%

None

[N](n=86)

Any

[O](n=914)

Differences By # of Apps Downloaded

Only about one third feel they are in control of their personal


42/52

41

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

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 PersonalInformation When Using My Mobile

Device

Strongly AgreeAgreeNeither Agree Nor DisagreeDisagreeStrongly Disagree

Net:Agree37%

33% 39% 32%

49% 45%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)


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)

Differences by Age

A majority are aware that some mobile apps might share their


43/52

42

information with other third parties; awareness is significantlyhigher among those aware of TRUSTe.

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

Yes72%

No

28%

Are you aware that some mobile apps

might share your info with other thirdparties? 69%78%

69%87%

63%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)


59%77%

Not Aware[L]

(n=309)

Aware[M]

(n=691)


54%74%

None

[N](n=86)

Any

[O](n=914)


F

L

N

A majority (74%) of smartphone users are not comfortable with


44/52

43

the idea of advertiser tracking and 85% are interested in beingable to opt in/out of targeted mobile ads.

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?

Aware

68%

Not aware32%

Are you aware that advertisers are trackingyour mobile activities and delivering adstargeted to you based on your behavior?

2%

74%

22%

1%

0%

25%

50%

75%

100%

I like advertisertracking

I neither like nordislike beingtracked

I do not like to betracked

Not important atall

Feelings About Advertiser Tracking

Yes85%

Not sure10%

No5%

Are you interested in being able to opt inor out of targeted mobile ads?


45/52

4444

Detailed Findings The Smartphone Market Mobile App Privacy, Security Concerns


Fully seven in ten claim to have seen the TRUSTe mark before;


46/52

45

awareness is significantly higher among men and among thosewho download mobile apps.

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

69% 72% 66%81%

70%

Apple/ iPhone

[B](n=330)

Google/ Android

[C](n=251)

BlackBerry[D]

(n=260)

WindowsMobile

[E](n=51)

AllOthers

[F](n=108)


74% 65%

Male[R]

(n=507)

Female[S]

(n=493)

Differences By Gender

54%72%

None

[N](n=86)

Any

[O](n=914)


S

N

The TRUSTe mark increases the comfort level smartphone users


47/52

46

feel about their privacy, even among those who had not heard ofit before.

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?

Yes, I wouldfeel more

comfortable72%

No, thiswould notaffect mycomfort

level28%

Impact of TRUSTe MarkOn Comfort Level

74% 62%

100% Self Paid[J]

(n=865)

Company Paid[K]

(n=135)

Differences By Who Pays Smartphone Bill

59%74%

None

[N](n=86)

Any

[O](n=914)


N

54%80%

Not Aware[L]

(n=309)

Aware[M]

(n=691)


L

K

The TRUSTe mark is valued for the perceived sense of security it


48/52

47

The TRUSTe mark is valued for the perceived sense of security itprovides as well as the legitimacy of formal certification.

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.

Reasons for Impact of TRUSTe MarkOn Comfort Level

72%More

Comfortable

28%No

Impact

9%

11%

11%

30%

54%

0% 25% 50% 75% 100%

Privacy & Security (Net)Feel (my information is) safe, protects (my)

privacy, is trustworthy

Certified (Net) A third party has verified, its guaranteed, it

meets a standard, its legitimate

Familiar (Net)Familiar with TRUSTe, Reputable/has been

around a long time

Miscellaneous (Net)Gives a good feeling, Just does, Better than

nothing

Dont know/No answer 4%

6%

47%

45%

0% 25% 50% 75% 100%

Skeptical (Net)Sign doesnt mean anything, not a guarantee, anybody can display a

seal/make one up, people can still hack through it

Not Familiar (Net)Dont know what it means, need to learn

more, not familiar with TRUSTe

Miscellaneous (Net)Dont use mobile apps, never thought about

it

Dont know/No answer

A menu oriented privacy policy with the TRUSTe logo is preferredb l b d h ld b


49/52

48

by a large margin. About seven in ten indicate they would bemore likely to read a privacy policy that is easier to navigate/read.

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?

1025 Which rivac olic would ou refer 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 PolicyThat Is Easier to Navigate and Read

7%Prefer

90%Prefer

3%Prefer

More Likely (Net) 68%


50/52

4949

To learn more about mobileprivacy, go tohttp://www.truste.com/harris-mobile-survey/


51/52

5050

Appendix


52/52

Harris Interactive Propensity Weighting

All surveys, no matter how perfectly designed and implemented, have some biasesassociated with them. These biases may include demographic biases, such as ademographic skew among those who answer the survey. In addition to these demographicbiases, there are unique biases associated with Internet-based surveys. For example, as aresult of the choices Internet respondents make, these respondents may differ infundamental ways from the population of interest in attitude and behavior as well asdemographics.

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 thiscase, smartphone users). We use demographic questions and proprietary score questionsspecific to a weighting technique proprietary to Harris to achieve this goal. With eachsurvey we are constantly refining these techniques in order to serve our clients better.

Date post:	08-Apr-2018
Category:	Documents
Upload:	shaun-dakin
View:	220 times
Download:	0 times

TRUSTe Mobile Privacy Report

Documents