MEF research identifies more needs to be done to build consumer trust in apps
The research follows MEF’s Global Privacy Report from earlier in 2013 which showed that 70 per cent per cent of consumers say it’s important to know exactly what personal information is being collected and shared.
This means that almost half the top 100 free apps do not give consumers a chance to make an informed decision prior to downloading.
- Only a third (32 per cent) offer access to the policy within the app
- 69 per cent of privacy policies are written in long form (more than 750 words)
The average policy length was found to be 3,068 words, taking 12 minutes to read (an average ability adult reader can read 250 words per minute).
Simon Bates, senior advisor on Policy and Initiatives said, “Consumers must able to make an informed decision about whether or not to download an app.”
“Once it’s on their device, they should be able to access the policy easily, from within the app.”
“MEF’s global Privacy in Apps Initiative is supported by members from across the value chain to increase consumer trust in apps.”
“It is essential developers are transparent. Privacy policies should be accessible, brief and easy to understand.”
Consumer trust has its own award category at this year’s Meffys, the global awards for mobile content and commerce which will this year take place in San Francisco on 14th November  as part of MEF Global Forum 2013.
The award recognises companies who are paving the way for managing mobile privacy and security in line with regulation and industry developments of best practice.
Enter the Meffys here. The deadline is September 6th 2013.