When it comes to attitudes to mobile data privacy, smartphone owners in the UK are most concerned about companies having access to banking activities and content of texts and emails, while data collected around apps and web surfing on mobiles is of least concern, according to a new survey. The findings come from a report […]
When it comes to attitudes to mobile data privacy, smartphone owners in the UK are most concerned about companies having access to banking activities and content of texts and emails, while data collected around apps and web surfing on mobiles is of least concern, according to a new survey.
The findings come from a report published by the Internet Advertising Bureau (IAB) UK, supported by Weve. The survey was based on over 2,000 UK smartphone owners aged 16 and over and was carried out by Kantar Media.
Key findings from the report indicate:
• ‘Marketing’ concerns rank lowest; financial, text and email content highest concerns
• Over half have taken steps to protect privacy on their smartphone
• Three-quarters want co’s to be really clear about data they hold
• 4 in 10 understand advertising supports free mobile services
• Only 1 in 11 willing to pay for mobile services currently free if advertising was removed
Mobile connectivity and security
Nearly half (46%) of smartphone owners feel concerned about their privacy when using the internet on their mobile phone. However, the survey revealed that privacy concerns around advertising were secondary to concerns over companies having access to the content of personal text messages and financial information.
When asked, over half (54%) claimed to have taken steps to protect their personal data on their mobile phone. Measures such as deleting text messages (50%) and browser history (45%) are much more commonplace than those related to advertising – such as opting out of sharing data with 3rd party companies (23%) or opting out of tailored marketing messages (29%).
Advertising control and benefits
Nearly half (44%) of smartphone owners were aware that companies use data to serve relevant content to them. However, 71% said they wanted to know how to control data privacy on their smartphone and 75% said they wanted companies to be really clear about the data they hold.
IAB’s Public Policy Manager, Alex Scott said: “When it comes to mobile devices, privacy means a lot of different things in different contexts to people. From this research we also know that consumers are taking measures to address these specific privacy concerns themselves.
“However, the study also shows consumers crave clarity on data collection and what it’s used for. We have a collective responsibility to give consumers more control; as such we’re working to address transparency and control for mobile advertising privacy, to give consumers a consistent experience across devices.”
The research revealed that a significant amount of smartphone owners do recognise the benefits of mobile advertising. Nearly four in ten (39%) would expect many mobile services to disappear without advertising, whilst nearly half (48%) of 16 – 24 year olds said they are happy to see relevant advertising if it means a better quality service.
Summary points:
• 75% of smartphone owners want companies to be really clear on the data they hold
• 91% of smartphone owners say being in control of who gets access to their mobile internet data is important to them
• 44% of UK consumers were aware that companies use data to serve relevant content to them
• Only 9% of smartphone owners would be willing to pay for websites, apps and online services that are currently free if all advertising was removed from those services
• 71% said they wanted to know how to control data privacy on their smartphone
www.iabuk.net
