In a survey of 1000 UK smartphone owners conducted by ICM Research security company LookOut has found that smartphone owners are increasingly privacy aware.
Partially driven by recent events such as the Snowden revelations, high-profile data breaches and celebrity photo-leaking incidents, and partially by a growing awareness and sensitivity to the treasure trove of data that our mobiles hold, UK residents appear to be demonstrating a heightened sense about the overall importance of data privacy on smartphones.
Three out of every four consumers (73%) claim that they are now very careful about protecting their personal privacy. Two thirds are not willing to share more data via their mobile apps in return for a cheaper (68%) or a more tailored service (66%). However, the younger generations are more willing to bargain away their privacy: 21% of those aged 18-34 would share more information for a cheaper service, compared to just 7% of those aged 55 and above.
78% are still however willing to connect to an open WIFI network and 64% are willing to plug into public charging stations, while 62% do not check app permissions when they install them.
Consumers do however now feel the need to personally take responsibility for their own data (67%), while far fewer (4%) feel it is up to the government to protect their data.
Lookout found that Windows Phone owners are much more privacy-conscious than Android and iPhone users – 41% always consider their mobile privacy when using their handsets, compared with 26% for both Android & iPhone. At WMPU we wonder if this is one reason they have opted for a Windows Phone vs the more ubiquitous Android devices.
“With data privacy issues continuing to dominate the headlines in 2015, it’s clear that UK consumers are taking a stand and putting the privacy of their mobile data in their own hands. While this is a very positive development, at the same time UK consumers are still showing some concerning knowledge gaps about privacy issues, as well as continuing to partake in some risky behaviours. As an industry we most focus on being absolutely transparent with consumers around privacy, and ensure they fully understand the access they are giving away via their mobile phones.” said Thomas Labarthe, Managing Director, Lookout.
Read the full report at Lookout here.