Most Mobile Users Will Delete an App If Concerned About Security - eMarketer
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Most Mobile Users Will Delete an App If Concerned About Security

Users are asked to share different types of information when downloading apps

January 21, 2016 | Retail & Ecommerce | Mobile

Many consumers are not downloading and using mobile apps because of increasing privacy and security concerns, according to 2015 research. Some have even deleted an app or stopped using it because of this issue.

Mobile Ecosystem Forum (MEF), AVG Technologies and On Device Research revealed that more than half of mobile media users worldwide said they deleted an app because of privacy and security concerns about that mobile app. And more than a third of respondents said they stopped using an app for the same reason.

Other actions taken by mobile media users included leaving a negative review or warning a friend and downloading a competitor’s app. Indeed, 85% of respondents said they have taken any of above actions because they were concerned about the mobile app’s security.

Only 15% of mobile media users said that no actions were taken due to privacy and security concerns about a mobile app.

When downloading an app, users are asked to share different types of personal information. According to an April 2015 survey from Moblico and mCordis, email addresses, as well as names, are the top two types of personal information that users are commonly asked.

Gender, age and phone number also rank high on the list. Health or lifestyle preference and purchase history are the least common types of personal information that smartphone and tablet users are asked to share with apps.

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