08448380779 Call Girls In Friends Colony Women Seeking Men
Mis tue sponsored breakfast trus te
1. How Privacy Impacts Your
Mobile Business Strategy
Dave Deasy
Vice President, Marketing
@davedeasy
August 2012
CONFIDENTIAL 1
2. TRUSTe Overview
Leader in Data Privacy Management Solutions
• 15 years of privacy experience
• #1 privacy brand & trustmark
• Robust technology infrastructure
Comprehensive Suite
• All online channels
• Global coverage
• Strategy + Certifications + Technology
Large / Loyal Customer Base
• Over 5,000 clients
• Over 90% renewal rate
• Cross industry solutions
CONFIDENTIAL 2
6. Current mobile privacy policies are lacking
The average website privacy policy is 2,464 words long – that’s
nearly twice the length of the Declaration of Independence!
Among top iOS/Android apps1
33%
67% Policy
No Policy
1. Source: www.truste.com/privacy-index-2011-websites
2. Source: http://www.truste.com/blog/2012/04/02/apps-need-to-step-up-their-privacy-game
CONFIDENTIAL 6
8. Reason #2 – You need to protect your brand
CONFIDENTIAL 8
9. Reason #3 – Consumers worry about their
privacy, and are acting with their clicks and wallets
TRUSTe 2012 Consumer Data Privacy Research
Conducted by Harris Interactive
1,000 US Adults, National Sample, June 2012
Part of the TRUSTe Privacy Research Series
www.truste.com/resources
CONFIDENTIAL 9
11. 94% of Consumers Consider Online Privacy
Important – Many Think About it Often
Importance of Online Privacy
6%
A really important issue
that I think about often
39% A somewhat important
issue that I think about
55% sometimes
Not much of an issue / I
hardly ever think about it
BASE: Total Qualified Respondents (2011: n=1004; 2012: n=1033)
Q800 Privacy can have a different level of importance to different people. For you, personally, how important is the issue of online privacy?
CONFIDENTIAL 11
12. Privacy Concerns are Growing - Business Impact is Real
Privacy Concerns Today Have Stopped Doing Business
Compared to a Year Ago Due to Privacy Concerns
Less
3%
No Yes
Change No 35%
37% More 65%
60%
BASE: Total Qualified Respondents (n=1033)
Q1000 Are you more or less concerned today than you were a year ago about your online privacy?
Q1005 Have you ever stopped doing business online with any companies or stopped using their websites because of privacy concerns?
CONFIDENTIAL 12
13. Consumers Believe Multiple Organizations are
Responsible for Safeguarding Their Privacy
Responsibility of Different Groups In Protecting Privacy*
Individuals Themselves 45% 36%
Social Networks 34% 44%
Website Owners / Publishers 33% 44% 77%
Search Engines 31% 40%
Online Advertisers 31% 39% 70%
Browsers 30% 40%
Online Advertising Networks 29% 40% 69%
Internet Service Providers 31% 36%
Independent Privacy Organizations 27% 38%
Government/ Regulation 28% 31%
*Data from
June 2011 US
OBA Study Wholly Responsible
BASE: Total Qualified Respondents (n=1004) See: 2011 OBA Survey: http://truste.com/ad-privacy/ A Lot Responsible
Q836 When thinking about protecting an individual's online privacy, how responsible should each of the following groups be?
CONFIDENTIAL 13
14. Consumers Take a Variety of Steps to Protect Their
Personal Information With Apps
Steps to Determine Mobile App Privacy Trust
I research the app online 38%
I check to see if the app has a privacy
34%
policy
I read the privacy policy (if provided) 30%
I check to see if the app has a third
21%
party trustmark/seal
I ask friends 19%
I trust all apps 15%
BASE: Total Qualified Smartphone Users (n=554)
Q1090 How do you decide if you should trust a mobile app with your personal information?
CONFIDENTIAL 14
15. Less Than 1 in 7 Consumers Believe Their App
Stores Only Offer Privacy-Safe Apps
Does your mobile app store only make
available apps that safeguard your privacy?
25% 2011
Yes
14% 2012
25%
No
37%
50%
Not sure
49%
BASE: Total Qualified Smartphone Users (n=554)
Q1065 Do you feel that the mobile application store you use only makes available apps that safeguard the privacy of your information?
CONFIDENTIAL 15
16. Smartphone Users Restrict Certain Types of
Personal Data That They Share With Apps
Types of Information They Would Consent
to Sharing With Mobile Apps
Gender 49%
Age 36%
Email 35%
Full Name 25%
Date of birth 12%
Precise location 9%
Phone number 8%
Web surfing behavior 6%
Home address 5% None of
the above
Photos/Videos 3% 28%
List of contacts 1%
BASE: Total Qualified Respondents (n=554)
Q1070 What type(s) of information are you willing to share with mobile apps?
CONFIDENTIAL 16
17. Privacy Mistrust Limits App Downloads for 85%
of Consumers
What do you do when you don't trust a mobile app?
3%
4%
8%
I don't download it
I limit the information I share with it
I limit my usage of the app
85%
I do not change my behavior
BASE: Total Qualified Smartphone Users (n=554)
Q1080 If you don’t trust a mobile app, what do you do?
CONFIDENTIAL 17
18. Six in ten aware advertisers track mobile activities
to deliver targeted ads - virtually nobody likes it!
Are you aware advertisers track Feelings About Being Tracked
your mobile activities to deliver
behaviorally targeted ads?
1%
I do not
like it
Not 25%
Aware I neither
38% like nor
Aware 74% dislike it
62%
I like it
BASE: Total Qualified Smartphone Users (n=554)
Q1055 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?
Q1060 How do you feel about being tracked by advertisers on your mobile phone?
CONFIDENTIAL 18
20. Consumers Reward Good Privacy Practices
with More Ad Clicks
Agreement With Statements Related
To Online Advertising – option to opt out
11% 49%
I would be more inclined to click on an
advertisement that gives me the option to 29% 33% 16%
opt out of Online Behavioral Advertising
11%
Strongly Disagree Somewhat Disagree Neither Agree Nor Disagree Somewhat Agree Strongly Agree
BASE: Total Qualified Respondents (n=1033)
Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
CONFIDENTIAL 20
21. Consumers Reward Good Privacy Practices
with More Business
Agreement With Statements Related
To Online Advertising – option to opt out
5% 61%
I would be inclined to do more business with an
advertiser or publisher who gives me the option to 27% 40% 21%
opt-out of Online Behavioral Advertising
7%
Strongly Disagree Somewhat Disagree Neither Agree Nor Disagree Somewhat Agree Strongly Agree
BASE: Total Qualified Respondents (n=1033)
Q751 Please indicate the degree to which you agree or disagree with each of the following statements related to online advertising.
CONFIDENTIAL 21
22. The DAA Self-Regulatory Program For Online
Behavioral Advertising
Provides consumers with notice and opt-out choice
for behavioral advertising
CONFIDENTIAL 22
23. The DAA Program Increases Acceptance of
Behavioral Advertising and Brand Favorability
4%
37%
Impact on Online
Behavioral Advertising 54% 32% 5%
Concept
5%
5%
38%
Impact on Feelings
Towards the Advertiser 51% 31% 7%
6%
Much Less Positive Somewhat Less Positive No Impact Somewhat More Positive Much More Positive
BASE: Total Qualified Respondents
Q930/Q945 How does having this information available, along with the option of opting out of Online Behavioral Advertising make you feel about the concept of Online Behavioral Advertising?
Q935/Q950 And, how does having this information available make you feel about the advertiser?
CONFIDENTIAL 23
24. You need a Data Privacy Management Strategy
• What data do you collect? • Do you do business in the EU?
• How do you use the data? • Do you market to children?
• Do you need all the data you collect? • Do you do behavioral advertising?
• Who do you share data with? • How do you manage preferences
• How long do you store it? across mobile web and apps?
• Do you provide opt-outs? • Do your disclosures match your
• Are the opt-outs enforced? data collection practices?
CONFIDENTIAL 24
25. TRUSTe Can Help
Mobile App Certifications Mobile Ads OBA Management
EU Compliance Management
Children’s Privacy / COPPA
CONFIDENTIAL 25
26. A sampling of our 5,000+ customers
Consumer Media / Entertainment Ad Agencies / Platforms
Technology / Telecom Financial / Health Internet / Cloud
CONFIDENTIAL 26
27. Thank you
Dave Deasy
Vice President, Marketing
dave@truste.com
CONFIDENTIAL 27
Notas do Editor
TRUSTe is the leader in Privacy Management SolutionsOver a decade of experienceBest knows forCertified Privacy Seal – seen on thousands of websites, billions of consumer impressions per year“Gold-standard” for companies to demonstrate commitment to managing customer privacyRobust technology infrastructure powers all of our solutionsMost popular offering is TRUSTed Websites Privacy Certification SolutionThousands of Certified WebsitesNow offer full suite addressing all your online channels – mobile, cloud, targeted advertising, etc.Also have full EU Suite to address EU Cookie DirectiveNot just services and certifications – deep technology offering and ongoing operational support – privacy management requires ongoing attentionWork with companies of all sizesAcross all industriesVery loyal / satisfied customer base – many for over 5 yearsSampling of the logos – some of the best known brands, but also many newer companiesWe can help you assess your privacy management needs and put together a solution for you
Note – this is a sampling of “customers”Some may not be Certified yet, or not Certification customers, therefore they will not display the Certified Privacy SealSome may be Certification customers, others TRUSTed Ads, others only Dispute Resolution or EU Cookie Audit
