A new global study looking at attitudes to privacy and security amongst mobile users has identified lack of trust as the single biggest barrier to growth.
The third annual Global Consumer Trust Report spoke to 5,000 users in both developed and developing markets.
Of these, 36% said the main reason they don’t download or use more mobile apps or services is because they either don’t want to give up their personal information (14%), don’t trust the security (13%) or have had a bad experience or heard negative news stories (both 4 per cent).
However, some better news was that the number of people who had been completely put off using apps by privacy and security concerns has more than halved from 33% to 14%.
The study concludes that this is in part down to the rise of the ‘reluctant sharer’ – with the number of people who do not want to share personal data but accept that they must if they want to use an app rising eight percentage points to 41%.
These reluctant sharers accounted for at least a third of all respondents across the eight countries surveyed, increasing to half of all US and German mobile users (53% and 47%) – a rise of a quarter in the US and a third in Germany.
In terms of the importance of privacy, almost half of those surveyed would pay extra for all app that didn’t share their personal data. Of these, 30 per cent would pay a premium of between 5 and 10%, with 5 % of all consumers even willing to pay more than 50% extra.
Other key findings were that just 6% of people said they were always happy to share personal data from an app – a fall of 15% from 2013.
Social networks are the least trusted app category, with health and medical apps overwhelmingly trusted (86%) despite the sensitivity of the data involved.
Financial information is seen as the most sensitive data (26%), above photos (18%) and contacts (15%).