Mobile apps must make privacy a priority survey reveals

Press release

August 29th 2014. Four out of ten mobile users admit they would not download an app just because of privacy concerns, according to the findings of a new survey, while a third believe apps are getting more and more invasive. The new poll from Apadmi, the UK’s leading mobile app developer, shows that the public attitude is hardening against apps that place excessive demands on users. The survey of 100 mobile users – including owners of Android, iOS, Windows Mobile and BlackBerry devices – was commissioned to examine how opinions are changing towards downloading apps in the wake of issues such as the Edward Snowden revelations.

When asked which statements they agreed with, 37 per cent of respondents said they would not download an app if it meant: – letting it post on social media on their behalf; operating their phone without them knowing; collecting their personal data; or invading their privacy.

By contrast, just 12 per cent said they would not be put off downloading an app for these reasons.

Meanwhile, 32 per cent felt apps were getting more invasive by, for example: – posting updates on sites like Facebook and Twitter; interacting with phones independently; compiling data on users; or taking liberties with personal privacy.

A mere 6 per felt apps were getting less invasive.In addition, the survey sheds light on how mobile users are now discovering apps.

When asked “How do you mostly find new apps to download?”, the most popular answer was searching an app store for a particular type of app (40 per cent), followed by hearing about apps from friends, colleagues and/or family (19 per cent), and lists of top apps and/or app charts (15 per cent).

The less popular responses were reviews and/or news articles about apps (13 per cent), hearing about apps from other users on social media (9 per cent), and adverts on TV or online (4 per cent).

Lastly, it would appear that users are increasingly turning to apps to complete practical tasks rather than for entertainment.

Approximately 42 per cent of respondents agreed with the statement that “I mostly download apps that help me complete a task in my personal or professional life – for example, banking apps, currency converters or reading apps.”

By way of comparison, 37 per cent agreed with the statement that “I mostly download games and novelty apps – for example, puzzles, games and voice changers.”

Howard Simms, co-founder and director at Apadmi, said, “This research shows that marketing mobile apps is becoming harder than ever. Mobile users are getting more and more concerned about how their data is being used.”

He continued, “The fact that four out of ten mobile users say they would not download an app solely because of privacy concerns should serve as a wake-up call to organisations building their own apps, app developers and mobile marketers.”

“It’s interesting that today’s mobile users are relying on app store listings and word-of-mouth recommendations when choosing apps rather than reviews, news articles and adverts.”

“This suggests users are looking for apps that their friends are using rather than apps that are critically acclaimed.

“Also, apps are no longer being used mainly for novelty purposes. Modern mobile users are more likely to check their bank balance and read a work document on the move than they are to pass the time playing games,” Simms added.

Apadmi, the UK’s leading mobile app developer, has worked with a number of high-profile brands in recent years including the BBC, the X Factor, the Guardian, BT, Aviva, Skyscanner, EE, AstraZeneca and Lexus.

About Apadmi

Apadmi is the UK’s leading mobile app developer and ranks within the top 10 app developers globally. 1 From the BBC iPlayer Radio app to the Guardian Witness, Apadmi focuses on strengthening brand advocacy and engagement for its clients through the development of robust, intuitive and award-winning mobile apps and server solutions in both the consumer and enterprise space. Known as the experts in mobile technology, Apadmi prides itself on partnering with a whole host of world-renowned companies to improve and broaden their mobile portfolio such as the BBC, the X Factor, the Guardian, BT, Aviva, Skyscanner, EE, AstraZeneca and Lexus.

Notes

1. According to the Top 10 Enterprise App Developers globally as listed by Washington DC IT research firm, SourcingLine.

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