TRUSTe Study Shows Many Consumers More Concerned About Mobile Privacy Than A Phone's Brand Or Screen Size

PRESS RELEASE

LONDON, September 5, 2013 /PRNewswire/ --

TRUSTe Unveils Latest Consumer Mobile Privacy Research, Kicks Off Global

'Powering Trust' Roadshow

TRUSTe [http://www.truste.com ], the leading global data privacy management

(DPM) company, today released findings from its 2013 UK Consumer Data Privacy

Study: Mobile Edition [http://www.truste.com/uk-mobile-privacy-index-2013 ] conducted online by Harris Interactive on behalf of TRUSTe among more than 900 UK smartphone users between 12 June - 19 June 2013. The study provides a valuable barometer on current consumer perceptions and mobile privacy trends by examining issues, such as data collection, geo-location tracking, mobile advertising and privacy management responsibility. TRUSTe will share the full research results in a series of "Powering Trust [http://www.truste.com/events/roadshow ]" roadshow events to provide brands and publishers with information and tools to manage the privacy challenges in today's data economy.

Among the top findings: many smartphone users are more concerned about mobile privacy than a phone's brand, screen size, camera resolution or weight; more than three-quarters of smartphone users won't download an app they don't trust; and although the majority of those surveyed don't like the concept of tracking, nearly half (46%) of smartphone users are still unaware it even happens.

"With mobile privacy concerns running higher than ever, the business implications simply can't be ignored," said Chris Babel, CEO for TRUSTe. "If a user won't download an app or share location data, mobile commerce - and technology innovation - takes a hit. To secure their future growth, companies must address mobile privacy concerns now - giving users what they're asking for with more transparency and control over their privacy choices."

Coinciding with the release of its UK mobile survey, TRUSTe also announced findings from its "2013 US Consumer Data Privacy Study: Mobile Edition." See study here [http://www.truste.com/us-mobile-privacy-index-2013 ]