Mobile App Users' Attitudes Toward Personal Cloud Storage, October 2014 [CHART]
Apps that aren’t honest about data collection risk losing a large chunk of their audience. In an October 2014 study by AYTM Market Research, 70.7% of US mobile device owners said they would stop using an app if they found out it had uploaded or stored personal information or contacts without permission.
More than one-third of respondents also said they wouldn’t give apps permission to upload and store this data even for a practical reason; however, nearly half may be swayed if the app provided a good explanation of the purpose first.
Losing users isn’t the only problem: Trust issues hurt app installs, too. MEF and AVG reported that a lack of trust was the No. 1 factor preventing more downloads and purchases via mobile, with 34% of mobile media users saying so (vs. 30% in 2013). Nearly half (49%) said they downloaded or used fewer apps because of a lack of trust—up 12 percentage points from last year. Read the rest at eMarketer.