David Danziger is Director of Data and Targeting Products at Acxiom Corporation.
- 38% consider privacy their top concern with respect to mobile apps and 56% said it’s one of their foremost concerns.
- 98% said they want better controls over what can be collected and how it can be used.
Should consumers care about how their data is being collected, used and shared with respect to apps in mobile devices? Yes, but we shouldn’t let that worry and prevents us from enjoying mobile, hip new computers loaded with ready-made answers, productivity, books, music, games, widgets, and more. At least I won’t in my household. As with all choices we make in our connected-consumer society, we apply our own personal judgment (often gut-level and first-impression-based) and then make decisions. Does the app seem legitimate? What information will the app access? How much do I have to pay for the app? How likely am I to continue using it? These are practical questions of value and they should be the basis for the decisions we make about our mobile apps. It would be nice if we could always be certain about where the data is going and how it will be used…but I don’t think there is a 100% guarantee on that. Meanwhile, the evidence (22 of the top paid apps) indicates that we have enough confidence in the mobile apps marketplace to proceed with transactions and enjoy what they produce. We have at least enough confidence to give them $1.99 and access to some of the data related to ourselves and our devices!