TRUSTe Mobile Privacy Report

Mobile Privacy: A User’s Perspective
Final Report
Prepared by: Harris Interactive

March 4, 2011
0
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
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 Weighted Representation

1,000 total interviews were conducted among Harris Interactive’s
Gender
online consumer panel
Respondents were qualified as:
• US residents
• Age 18 and over Female
46% Male
• Currently own/use a smartphone 54%
• Not employed in advertising, marketing research, telecom
When
Interviews were conducted February 3-17, 2011 Age
18-24
How 55+ 7%
Via self-administered online survey 24% 25-34
20%
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
1 See appendix for additional details on weight factors applied
5
Executive Summary
6
Executive Summary
The Smartphone Market

Smartphone Type Use
 The most commonly used smartphone OS brands are
iPhone, BlackBerry, and Google Android, though there are 11%
indications this trend could be changing. All Others
7%
– Relatively new to the market, Google Android smartphones 32%
are capturing an even larger share among new entrants to
the smartphone market at the expense of BlackBerry (and
iPhones to a lesser extent).
25%
 Nine in ten smartphone users have downloaded at least one
application for their phone.
 Users spend the greatest percentage of their smartphone 26%

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.
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
[B] [C] [D] [E] [F]
% Males 55% 56% F 57% F 60% 40%
Average age 43.3 41.6 44.6 43.1 45.5
Length of time owned a

2.6 C 1.9 3.3 BCF 3.2 2.6 C
smartphone
Pay 100% of bill themselves 91% D 88% D 76% 91% 99% BCD
% of smartphone time spent

31% 29% 38% BC 48% 54% BCD
making calls
% of smartphone time texting 14% 22% B 21% B 16% 22% B
Average # applications
19 CDF 13 DF 5 6 5
downloaded
9
Executive Summary
The Smartphone Market / Profile of Smartphone Users by Age
18-24 25-34 35-44 45-54 55+

[T] [U] [V] [W] [X]
Most common OS used

44% 30% 32% 30% 30%
Length of time owned a
1.9 2.6 T 2.6 T 2.8 T 2.9 T
smartphone
Pay 100% of bill themselves 93% W 91% W 84% 81% 91% W
% of smartphone time spent

24% 28% 32% 43% TUV 44% TUV
making calls
% of smartphone time texting 31% UVWX 22% WX 20% WX 15% 13%
Average # applications
15 VWX 12 12 10 11
downloaded
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 Primary Concern When Using Mobile Apps
when using mobile apps in particular; this concern
increases with the age of the user.
• Consumers want more control over their data: None
3%
98% of consumers expressed a strong desire for Identity
better controls over how their personal information 19%
is collected and used via mobile devices and Privacy
apps. 38%
• Advertising tracking causes significant
concern: Nearly three-quarters of consumers are
Sharing
uncomfortable with the idea of advertiser tracking,
14%
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 Security
share their location data with app owners / 26%
developers.
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 Not Willing First Party Only Third Party

Both
Willing To Share To Share (app owner/developer) Only
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

90% 6% 1% 3%
smartphone
Anonymous demographic info 71% 15% 1% 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

BEFORE AFTER
presentation of privacy practices and
consumer choice mechanisms
− Optimized for the mobile device BEFORE
− Easier for consumers to understand

− Enhanced disclosures to address
concerns unique to mobile platform
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% 11%
5%
Less than 1 year 18%
Used smartphone 2-5 years (n=462) [H]

Peak
1 to less than 2 years 24%
38% GI
29% G
2 to less than 3 years 23% Average 17%
2.7 years 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% 13% G 11%
All
Apple/ Google/ BlackBerry Windows All
Others
iPhone Android Mobile Others
Q701 How long have you used/owned a smartphone?
17
Most smartphone users pay for the phone themselves, although
BlackBerry users are significantly more likely to have a company
paid phone.
Self paid
99%
91% 88% 91%
BCD
D D 76%
Who Pays
9%
3% Reimbursed for a portion
3% 4% 5% 3% 0
87%
I pay the bill myself Company pays

I pay the bill myself and am reimbursed for a portion of the bill by
the company I work for
19% BCF
The company I work for pays the entire monthly smartphone bill 6% 8% 6% 1%

iPhone Android Users Mobile Others
Users Users [D] Users [F]
[B] [C] (n=260) [E] (n=108)
(n=330) (n=251) (n=51)
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 4 5 3 Shopping
6 6 4
6I
7 7 8 Banking
8
8 H
7 6 8 Using a business app
12
14 16 G Using a navigation system/GPS
19 G
Consuming Media (videos, music, news)
HI
22
19 17 I Social networking (Facebook, Twitter, LinkedIn...)
12
Surfing the Web
Playing games
Email
36 36 35 36
Text/SMS messaging
Phone calls
Total Less than 2 2-5 Years 5+ Years

(n=1000) years [H] [I]
[G] (n=462) (n=102)
(n=436)
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.
2 2 Other
5 3 3
6 DF 5 DF 3 3
5 4 Shopping
F 7 F 3 6
7 8
7 Banking
DF 9 DF BCF
9
21 10 Using a business app
CDF 7 DF
22 B
11
F Using a navigation system/GPS
13 16
13 F B Consuming Media (videos, music, news)
21
B Social networking (Facebook, Twitter, LinkedIn...)
22
14
Surfing the Web
BCD
54 Playing games
48
BC
38
31 Email
29
Text/SMS messaging
Phone calls
[B] [C] (n=260) [E] (n=108)
(n=330) (n=251) (n=51)

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.
Other
4
4
4 7 R Shopping
8S 6 Banking
6 8 R
Using a business app
15 13 Using a navigation system/GPS
16 22 R Social networking (Facebook, Twitter, LinkedIn...)
Surfing the Web
Playing games
38 Email
34
Text/SMS messaging
Phone calls
Males Females
[R] [S]
(n=507) (n=493)

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.
Other
5 5 4 4 4
7 WX 4 3 Shopping
9WX 8
WX
7 6
8 Banking
8 7 6 6
8 Using a business app
7 8
15 T 15
Using a navigation system/GPS
9 16 T
13 T
15 13
UVWX WX WX Social networking (Facebook, Twitter, LinkedIn...)
31 20
22
Surfing the Web
Playing games
TUV TUV
43 44
Email
28 32
24 Text/SMS messaging
Phone calls
18-24 25-34 35-44 45-54 55+

[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)

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% 22% 21% 14% 12%
F F 35%
46%
52% 53% 49%
BCD
53%
Time Spent Using Smartphone 30% 41%
25% 25%
Other Than Making Calls
[B] [C] (n=260) [E] (n=108)
21% (n=330) (n=251) (n=51)
30%
Differences By Age
VWX X 16% 14%
25% 22%
49% 38%
53% 49%
47% 50%
40%
Less than an hour a day
28% 28% 31% 37%
1 to 3 hours a day 22%
More than 3 hours a day 18-24 25-34 35-44 45-54 55+

[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)

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% 25
99% 98%
75% DEF DEF 20
84% 80%
18.6 F F 15
Number of Apps 50% CDF 59%
Downloaded For Smartphone 12.8 10
25% DF
5
5.8
10% 4.6 4.6
0% 0
24% Apple/ Google/ BlackBerry Windows All
[B] [C] (n=260) [E] (n=108)
(n=330) (n=251) (n=51)
28%
Any Average #
17%
Differences By Age
100% 25
94% 96%
21% 87% 89% 20
75% VX VWX 85%
15
50% 14.9
VWX 10
11.7 11.5 10.8
None 1-5 6-10 11-20 21+ 25% 9.7
5
0% 0
18-24 25-34 35-44 45-54 55+
[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)

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% 53%
48% 52% 51%
43% 45%
K
Smartphone Concerns 33%
(% Top 3 Box/10-Point Scale)
Privacy Sharing Identity Security

Privacy Pay 100% Self [J] (n=865) Company Pays [K] (n=135)
(your info is shared with others 55%
without your permission)
Differences By Application Downloads
Sharing 62% 65% 62%

(your info is shared with others with 52% 55% 57%
O
or without your permission) 51% 50% O 47%
Identity
(your info is used to determine who 51%
you are) Privacy Sharing Identity Security
No Downloads [N] (n=86) Any Downloads [O] (n=914)
Security 48% Differences By Age

(virus or spyware on your phone)
61% 57% 58%

0% 25% 50% 75% 100% O 53%
U U U O
41% U
37% 35% 36%
Privacy Sharing Identity Security

Q806 Overall, how concerned are you about each of the following when you use your smartphone, in general?
18-34 [U] (n=333) 35+ [V] (n=667) 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 Primary Mobile App Concern

(% Top 3 Box/10-Point Scale)
Privacy
(your info is shared with others 56%
without your permission) 2%
1%
14% Privacy
Sharing Security
(your info is shared with others with 52% 38%
or without your permission) Identity
19% Sharing
Identity Other
(your info is used to determine who 51%
you are)
None/Don't use
26%
Security 51%
(virus or spyware on your phone)
0% 25% 50% 75% 100%

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% 20% 33% 46%
device
Knowing what type of information is

being collected and to have visibility 1% 25% 32% 42%
to that information
Having easy access to controls

regarding the sharing of your
2% 27% 36% 36%
personal information inside a mobile
app
Not At All Important Not Very Important Important Very Important Extremely Important

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 Where have you checked
mobile app? the privacy policy of a mobile app?
32%
From the application itself 51%
52%
17%
Yes Through the browser on

28%
No, I have never seen an app with a privacy policy your mobile phone
No, I have not read the privacy policy
Differences By Type of Smartphone Used (% Yes)
53% 57% 61%

47% 39%
F F Through the company's
21%
website on your computer
iPhone Android [D] Mobile Others
[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
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

55%
39% 42% G
I create a strong password that

contains numbers, letters and 64% Less than 2 years 2-5 Years 5+ Years
characters
[G] [H] [I]
I read and understand (n=436) (n=462) (n=102)
disclosures regarding use of my
42%
personal information before
installing an app Differences By TRUSTe Awareness
I don't use apps or go to sites

that ask/use my personal
40%
46%
information 33% L
I don't access my account(s) via 38% Not Aware Aware

mobile device [L] [M]
(n=309) (n=691)
Other 2%
Differences By Application Downloads
I haven't taken any of these 45%

7%
privacy precautions N
20%
0% 25% 50% 75% 100% None Any

[N] [O]
BASE: Total Qualified Smartphone Users (n=1000) (n=86) (n=914) 30
Q820 Which, if any, of the following privacy precautions do you take with regards to your online accounts?
Security and privacy trump convenience when creating
accounts/registering on mobile devices…for all except younger
smartphone users.
Most important when creating an account Differences By Age

or registering on a mobile device
18-24
[T] 34% 23% 43% UVWX
(n=105)
18%
25-34
[U] 51% T 23% 26% WX
(n=228)
49%
35-44 WX
33% [V] 46% 33% 21%
(n=251)
45-54
Security [W] 51% T 41% TU 8%
(n=201)
Privacy (create an account just for that company)
Convenience (i.e. use a Facebook or other existing

55+
account to log-in)
[X] 55% T 37% U 8%
(n=215)

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
22% 30% 31% 14% 2%
(n=1000)
18-24 [T]
13% 19% 36% 24% WX 8%WX
(n=105)
25-34 [U]
14% 32% 34% 17% 3%
(n=228)
35-44 [V]
16% 32% 31% 18% X 3%
(n=251)
45-54 [W]
22% 31% 35% 11% 0
(n=201)
55+ [X]
38% TUVW 29% 24% 8% 0
(n=215)
Very Uncomfortable Uncomfortable Neither Comfortable Nor Uncomfortable Comfortable Very Comfortable

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 28% 28%
privacy? 22% 18% 16%

[B] [C] (n=260) [E] [F]
Yes (n=330) (n=251) (n=51) (n=108)
25%
Differences By TRUSTe Awareness (%Yes)

Not sure
50%
28%
17% L
No
25%
Not Aware Aware
[L] [M]
(n=309) (n=691)
I feel confident that most mobile apps protect the Differences By TRUSTe Awareness (% Top 2 Box)
privacy of my information
40%
33%
Total 6% 14% 42% 35% 3%
Not Aware Aware

Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree
[L] [M]
(n=309) (n=691)
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% 88% 90%

78% B
B
Information Would Not Share Through A
Mobile App
[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
At least one type (Net) 85%
Differences By TRUSTe Awareness

Account information
65%
(username, password)
85% 85%
Personal information
61%
(name, address)
Not Aware Aware
[L] [M]
Location 40% (n=309) (n=691)
Profile information Differences By Age

33%
(age, gender)
85% 84% 89% 90%

0% 25% 50% 75% 100% 77% U U
18-24 25-34 35-44 45-54 55+

[T] [U] [V] [W] [X]
BASE: Total Qualified Smartphone Users (n=1000) (n=105) (n=228) (n=251) (n=201) (n=215) 34
Q900 Are there certain kinds of information you do not share through a mobile app?
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).
Willingness To Share Personal Info

41% 41% 42%
D D 28% 31%
YES (NET) Apple/ Google/ BlackBerry Windows All

37% iPhone Android [D] Mobile Others
[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
Yes, I would be willing to share

at least some information about 4% Differences By TRUSTe Awareness
myself with any company
40%
Yes, I would be willing to share 30% L
at least some information about 33%
myself with certain companies
Not Aware Aware
[L] [M]
(n=309) (n=691)
I might be willing 18%
Differences By # of Apps Downloaded
No, I would not be willing to

share any information about 45% 42%
myself with any company 36%
24% N
0% 20% 40% 60% None 1-10 Apps 11+ Apps

[N] [P] [Q]
BASE: Total Qualified Smartphone Users (n=1000) (n=86) (n=489) (n=425) 35
Q905 Are you willing to share any personal information with a company in exchange for a free or lower cost mobile app?
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 78%
Most likely to
Email address 75%
be shared
Full name 65%
Age 62%
Anonymous demographic information 54%
Location 42%
Address 28%
Date of birth 28%
Phone number 24%
My web site surfing behavior on the smartphone 18%
Photos or videos 17%
Access to your list of contacts 8%
0% 25% 50% 75% 100%
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 Differences By

location information is being collected? Type of Smartphone Used
[B] CDF 47%

(n=330)
No Yes 35%
[C]
28% 31% (n=251)
[D] 14%
(n=260)
Not sure
41% [E] 31%
(n=51)
All Others
[F] 16%
(n=108)

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.
If an application asks for your location Differences By

information, what do you typically do? Type of Smartphone Used
[B] CDF 54%

4% Net: (n=330)
22% Allow
35%
31% [C] DF 38%
(n=251)
22% [D] 13%

(n=260)
22%
[E] 23%
Always allow access (n=51)
Sometimes allow access
Rarely allow access
All Others
Do not allow access
[F] 21%
I have never had an application ask for my location
(n=108)

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 Differences By

the collection and use of your location Type of Smartphone Used
information by an application?
[B] DF 45%
(n=330)
No D 41%
[C]
28% Yes
36% (n=251)
[D] 20%
(n=260)
Not sure
37% [E] 38%
(n=51)
All Others
[F] 30%
(n=108)

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.
I Feel In Control of My Personal 49% 45%

39%
Information When Using My Mobile Device 33% 32%

3% 5% Net: [B] [C] (n=260) [E] [F]
Agree (n=330) (n=251) (n=51) (n=108)
18%
37%
31%
39%
32%
Not Aware Aware

42%
[L] [M]
(n=309) (n=691)
Strongly Agree
Agree Differences By # of Apps Downloaded
Neither Agree Nor Disagree
Disagree
Strongly Disagree 37%
31%
None Any
[N] [O]
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?
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% Net: Differences By Type of Smartphone Used
18% Agree
37% 49% 45%
39%
33% 32%
31%

[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
42%
Differences by Age
44% 40% 40%
Strongly Agree 35%
Agree 30%
Neither Agree Nor Disagree
Disagree
Strongly Disagree 18-24 25-34 35-44 45-54 55+
[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)

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.
Are you aware that some mobile apps

78% 87%
might share your info with other third 69% 69% 63%
parties? F

[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
No Differences By TRUSTe Awareness

28%
77%
59%
L
Yes Not Aware Aware

72% [L] [M]
(n=309) (n=691)
74%
54% N
None Any
[N] [O]
Q935 Are you aware that some mobile apps might share your info with other third parties?
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
Feelings About Advertiser Tracking
targeted to you based on your behavior?
100% 1%
I like advertiser
Not aware tracking
22%
32%
75%
Aware I neither like nor
68% dislike being
tracked
50% I do not like to be

Are you interested in being able to opt in tracked
or out of targeted mobile ads? 74%
No Not important at
Not sure
5% 25%
all
10%
0% 2%
Yes
85%

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.
72% 81%
69% 66% 70%

[B] [C] (n=260) [E] [F]
Aware of TRUSTe Mark (n=330) (n=251) (n=51) (n=108)
Differences By Gender
Not aware
14%
74% 65%
Not sure S
16%
Male Female
Aware [R] [S]
70% (n=507) (n=493)
72%
54% N
None Any
[N] [O]
Q1051 Have you ever seen this trust mark or seal before today (on mobile apps, mobile websites, or traditional PC websites)?
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%
62%
K
100% Self Paid Company Paid

[J] [K]
Impact of TRUSTe Mark (n=865) (n=135)
On Comfort Level

No, this
would not
affect my
comfort 80%
level 54% L
28%
Yes, I would
Not Aware Aware
feel more
[L] [M]
comfortable
(n=309) (n=691)
72%
74%
59% N
None Any
BASE: Total Qualified Smartphone Users (n=1000) [N] [O]
Q1055 If you saw this trust mark or seal on a mobile app or mobile web site or store would you feel (n=86) (n=914) 46
more comfortable about your privacy on that site?
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% 72%
No More
Impact Comfortable
Skeptical (Net) Privacy & Security (Net)

Sign doesn’t mean anything, not a
guarantee, anybody can display a 45%
Feel (my information is) safe, protects (my) 54%
privacy, is trustworthy
seal/make one up, people can still hack
through it
Certified (Net)
A third party has verified, it’s guaranteed, it 30%
Not Familiar (Net) meets a standard, it’s legitimate
Don’t know what it means, need to learn 47%
more, not familiar with TRUSTe
Familiar (Net)
Familiar with TRUSTe, Reputable/has been 11%
around a long time
Miscellaneous (Net)
Don’t use mobile apps, never thought about 6%
it Miscellaneous (Net)
Gives a good feeling, Just does, Better than 11%
nothing
Don’t know/No answer 4% Don’t know/No answer 9%
0% 25% 50% 75% 100% 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% 90% 3%
Prefer Prefer Prefer

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? 48
Q1025 Which privacy policy would you prefer to read?
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.
51

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TRUSTe Mobile Privacy Report

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Mobile Privacy: A User’s Perspective

Prepared by: Harris Interactive

• How smartphone users feel about their privacy on a mobile device

Who Weighted Representation

Understanding Sample Sizes

1 See appendix for additional details on weight factors applied

The Smartphone Market

 Users spend the greatest percentage of their smartphone 26%

The Smartphone Market (continued)

The Smartphone Market / Profile of Smartphone Users by OS

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

Average age 43.3 41.6 44.6 43.1 45.5

Length of time owned a

% of smartphone time spent

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

The Smartphone Market / Profile of Smartphone Users by Age

18-24 25-34 35-44 45-54 55+

Most common OS used

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

% of smartphone time spent

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

Mobile App Privacy, Security Behaviors

– The most common preventative action taken is to create strong passwords.

Types of Information Not Willing First Party Only Third Party

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

Anonymous demographic info 71% 15% 1% 13%

The TRUSTe Concept

– Seven in ten are aware of the TRUSTe name, on an aided basis

– Furthermore, seven in ten indicate the presence of the TRUSTe mark

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

– Just over one-half express interest in the unbranded TRUSTe concept.

– A menu oriented privacy policy with the TRUSTe logo is preferred by a

• High consumer privacy concerns

• Small-screen form factor constraints

− Easier for consumers to understand

Used smartphone <2 years (n=436) [G]

Less than 1 year 18%

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

3 to less than 5 years 24%

5 years or more 11% Used smartphone 5+ years (n=102) [I]

I pay the bill myself Company pays

Apple/ Google/ BlackBerry Windows All

Average % Time Spent

Total Less than 2 2-5 Years 5+ Years

BASE: Total Qualified Smartphone Users

Average % Time Spent

BASE: Total Qualified Smartphone Users

Average % Time Spent

15 13 Using a navigation system/GPS

Consuming Media (videos, music, news)

16 22 R Social networking (Facebook, Twitter, LinkedIn...)

Surfing the Web

BASE: Total Qualified Smartphone Users

Average % Time Spent