28 percent of the top 100 apps still don’t have a privacy policy

Research from the mobile association MEF highlights the need for app publishers to take user privacy more seriously to improve consumer trust in apps. Analysis of the top 100 free mobile apps available from the Apple App Store and Google Play reveals lack of privacy policy before download (45 percent), lack of privacy policy within app (68 percent) or failure to provide any privacy policy at all (28 percent).

Most privacy policies were too long. Only 8 percent of privacy policies were less than 750 words or would take under three minutes to read (the average was 3,068 words, taking 12 minutes to read). With users interacting with an app for an average of just two minutes per session, MEF says that it is unrealistic to expect consumers to engage with a privacy policy for so long. See the infographic below for more details.

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.

mobiThinking note: In case you were wondering, mobile sites and mobile Web apps should also include privacy policy explaining simply, clearly and briefly what data is stored about the user and how it is used.

Privacy Infographic

• Please comment below or email editor (at) mobiThinking.com.
• Be the first to know when mobiThinking adds new stats, guides, competitions etc… follow mobiThinking on Twitter: @mobithinking or via the RSS feed.

Don’t miss:

• New damning report into Apple factories: why you should care
• Introduction to China’s booming mobile money market
• Guide to mobile industry awards • Check out the video case studies: Cannes Mobile Lions 2013
• Google search to punish mobile Web bad practice, including download-our-app interstitial ads
• Mobile payments surpass $235 Billion in 2013; NFC still disappointingly small
• How greedy is your app – does it drain batteries or gobble data?
• Websites must be mobile-friendly to comply with FTC’s new digital advertising guidelines
• The big compendium of global mobile stats • Latest update: Mobile apps
• The insiders' guides to world’s greatest mobile markets • Latest country guide: Sweden
• Mobile/smartphone sales 2012: the big picture
• Guide to mobile ad networks • Latest ad network profiles: DMGTwinpine
• Guide to mobile agencies • Latest agency profiles: PontomobiThe Hyperfactory
• Mobile events 2013 • best conferences, great discounts and free tickets •
• Most popular content on mobiThinking in 2012

© mobiThinking. Feel free to reference, quote or paraphrase parts of mobiThinking articles, clearly stating and linking to mobiThinking as the source, but reprinting or republishing the whole or substantial parts of the piece without permission will not be tolerated. Please see mobiThinking’s legal statement.

Rating for this article:

Post new comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

More information about formatting options

To combat spam, please enter the code in the image.
Syndicate content