The research suggests that apps publishers have taken little heed of the public outcry over the personal data collected by some apps – often shared with third parties – about their users, without their knowledge or express consent.
In February MEF, which is on a crusade to build consumer trust in mobile apps, published a Global Privacy Report 2013 which found:
• 70 percent of consumers think it’s important to know what information is being gathered by an app (46 percent think it’s very important).
• 71 percent of all consumers think it’s important to know what information is being shared by an app (and 49 percent think it’s very important).
• Only 37 percent are comfortable sharing personal data with an app.
MEF has introduced a new Consumer trust category to its Meffy Awards to help drive home the point that apps publishers need to try harder in this regard.
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