Consumer Mobile Policy & Security - Lightspeed & Kantar

September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
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CONSUMER MOBILE
PRIVACY & SECURITY
EVOLVING LANDSCAPE
INDIA, GERMANY, MEXICO & THE US
EFRAIN RIBEIRO
BENJAMIN FARRAR
IVAILO KOTZEV
STEFAN KUEGLER
SEPTEMBER 2014

Copyright © 2014 Lightspeed, LLC. Proprietary and Confidential. All rights reserved. 2
EXPLOSIVE GROWTH OF
GLOBAL MOBILE INTERNET
The number of smartphone users has doubled over the past 3 years, and
forecasters predict that mobile web will exceed non-mobile access globally by
March 2017.
59%
(2012)
32%
(2013)
25%
(2014)
16%
(2015)
SMARTPHONE WORLDWIDE GROWTH 2012-15
2.04 billion
users
1.06 billion
users
eMarketer – Global Mobile Landscape 2014 – March 2014

NEW MOBILE PARADIGM
NOW: CENTRALIZED INFORMATIONTHEN: DE-CENTRALIZED INFORMATION
Mobile contains more information, but
what is it telling others about us?

AS AN ONLINE PANEL PROVIDER
THINGS WE WANTED TO KNOW
Understanding consumer mobile privacy concerns globally
• Mobile impact on trust on our 4M members in 40+ countries
• Importance, Awareness of Risks, Concerns, & Safeguards
0%
10%
20%
30%
40%
50%
60%
70%
US DE MX IN
2012
2013
2014
2015
123.3M
SMARTPHONE USERS (% OF POP)
2012-2015
165.3M
34.7M
34.1M
eMarketer – Global Mobile Landscape 2014 – March 2014

US Focus Notice & Choice … Use …
Security/Loss/Breach Notification … Harm
Germany Focus Collection, Onward Transfer
Mexico Focus Notice (Scope Carve Outs)
India Focus Security/Data Loss/Theft
(Scope Carve Outs)
VARYING STATES OF MOBILE/INTERNET
PRIVACY AND SECURITY PROTECTION
Elements of the FIPs: 8 Fair Information Practices (1970-1980)
in all Global Privacy Laws

OUR STUDY:
SAMPLE & SOURCES
Across 3,200 respondents, 800
per country – US & Germany
National Representative, Mexico
& India Internet Representative
• Across Mobile and PC users
• Lightspeed GMI Online Panels
• 20 Minute Questionnaire
• Field time: Aug/Sept 2014, 1
week in field
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
US DE MX IN
55+
35-54
18-34

MAJOR PERSONAL
CONSUMER CONCERNS
ISSUES US GERMANY
Employment & Job
Security
4.2 4.9
Access to Healthcare 4.3 4.8
Personal Data Privacy
and Security
5.0 5.7
Poverty/Hunger/
Homelessness
5.4 5.1
Access to Education 6.1 5.2
Concern for Data Privacy & Security in the US higher than other major social
issues
Please, rank the following issues in terms of how personally significant they are to you – with 1 for most important, and 10
for the least important issue.
Note: 1 is most important issue, 10 is least important

MAJOR PERSONAL
CONSUMER CONCERNS
ISSUES MEXICO INDIA
Employment & Job
Security
4.3 4.5
Poverty/Hunger/
Homelessness
4.3 5.2
Access to Healthcare 5.1 4.7
Access to Education 5.2 4.7
Personal Data Privacy
and Security
7.1 6.1
Data Privacy & Security is a much lower concern in developing countries
Please, rank the following issues in terms of how personally significant they are to you – with 1 for most important, and 10
for the least important issue
Note: 1 is most important issue, 10 is least important

PRIVACY CONCERNS BY DEVICE TYPE
For each country the smartphone had the highest level of concern, Desktop the
lowest level of concern, and at the same time respondents felt that they had
decreased control over privacy on their smartphones.
*How concerned are you about your data privacy when using the following devices?
**To what extent do you believe you have control of how your stored personal information is being used by others?
12%
9%

AN AMBIGUOUS PICTURE
AWARENESS OF MOBILE
PRIVACY & SECURITY ISSUES

BELIEF THAT MOBILE APPS
ACCESS PERSONAL INFORMATION
Smartphones owners, regardless of country, have an understanding
that information is being access on their phones
0%
20%
40%
60%
80%
100%
Social
Network
Shopping Maps Survey Games
All
18-34
Which of the following types of apps do you believe access personal information (e.g. contact list, location)on your device
while you use those services?

ACCESSING INFORMATION
WITHOUT PERMISSION
Most consumers believe that the government or companies can access
your information on mobile without permission
Do you think governments and/or companies can access information on your mobile phone without your permission?
0%
20%
40%
60%
80%
100%
US DE MX IN

COMPANIES COLLECT & SHARE PII
THROUGH SERVICES OR APPS
Prevalent, broad belief that many entities collect and share PII with
others, including Marketing Research companies
Which of the following entities do you believe collect data about you in the use of their online services or apps and share information
that can identity you by name with other companies?
0%
10%
20%
30%
40%
50%
60%
70%
80%
Social networks Online shopping
websites
Internet service
providers
Marketing research
companies
Apps you
download
Mobile service
providers
Phone, Device or
Computer
manufacturer

FAIR EXCHANGE OF INFORMATION
FOR IMPROVED FUNCTIONALITY
US GERMANY MEXICO INDIA
Making a purchase from a
retail website
12% 15% 35% 37%
Banking online 20% 19% 42% 53%
Managing health records
online
14% 13% 23% 30%
Market research surveys 11% 20% 42% 43%
None of these 61% 54% 20% 15%
For which activities on your mobile phone would you be willing to exchange giving up personal data for better functionality or
ease-of-use within the app or site?
In more mature markets most consumers not interested in exchange for improved
functionality, but in Mexico and India there are more possibilities.
14

PROTECTIVE ACTIONS CONSUMERS TAKE
ACTIVITIES THAT RAISE
PRIVACY CONCERNS

MANY PRIVACY CONCERNS
FOR CONSUMERS
Concerns line up consistently across the 4 countries although India has a lower
level of concern across all options
More businesses are sharing my information
without my knowledge
Requests to provide personal
information in online registrations
Online companies can track my
behavior and target me with ads
Which of the following concern you about your privacy?
60%
60%
58%

CONSUMERS ACT TO
REDUCE SECURITY RISKS
Many tactics used to attempt to control risk across all countries
Deleted cookies,
messages, browser
history
54% 55% 62% 63%
Not shared information
with untrusted
companies
51% 40% 63% 60%
Restricted permissions
for certain apps
47% 36% 64% 55%
Changed passwords to
services / apps on your
phone
42% 44% 45% 57%
What actions have you taken to protect your privacy while using your mobile phone in the
last 6 months?

CURRENT PRIVACY REGULATIONS
ARE INSUFFICIENT
In Germany, over 80% of people feel that privacy regulations are not good
enough, despite having some of the strictest laws in the world
Do you think current privacy regulations are sufficient to protect your personal information stored on or generated from your
mobile device?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
US Germany Mexico India
CURRENT REGULATIONS ARE
NOT GOOD ENOUGH

AND PROTECT CONSUMER INFORMATION ON MOBILE
FUTURE OPPORTUNITIES
TO IMPROVE TRUST

FUTURE TRANSPARENCY:
INFORMING CONSUMERS ABOUT ACCESS
Sharing and selling of personal
data are two key concerns for
consumers
ACT
GLOBAL
RESULTS
If and with whom your personal
data are being shared
73%
How your personal data may be
used by those who have access
to it
66%
Whether companies are selling
your information to other
companies
64%
What type of data are being
collected via mobile phone from
you by companies
63%
How your data are being
collected
61%
Not interested in any of the
above
11%
Which of the following would you like to be more informed about with companies who may have access to
your personal information?

RESPONSIBILITY FOR
PROTECTING MOBILE PRIVACY
Only people from the US looked to the individual consumer, all other
countries had Mobile Providers in the top spot, with the Government in
a close second.
Mobile providers 2 1 1 1
Government 4 2 3 2
Companies using the
information
3 3 2 3
Individuals 1 4 4 4
Rank each of the following for who has the greatest amount of responsibility for protecting your mobile/online
privacy?

GLOBALLY CONSISTENT PRIVACY REGULATIONS
FAVORED IN ALL COUNTRIES
• Borders don’t exist for mobile and internet
• Consumers overwhelmingly for having globally consistent privacy regulations
Some people think privacy regulations should be consistent on a global level to allow better protection across borders, while
others believe each locality should be allowed to have their own privacy rules. Which position do you agree with?
0%
20%
40%
60%
80%
100%
US DE MX IN
Local
Global

“THE FUTURE”
FROM A LEGAL PERSPECTIVE
ESTABLISHING TRANSPARENCY
• Privacy Policy Language (for LEGAL) | Transparency
Policy (for Users)
• Privacy Policy Symbols to convey common data permissions
or behaviors
COMMON GLOBAL REGULATIONS
• DPA Regulators growing universe to look after. Mobile will
be on their list. Personal Proximity of Device, Wide spread
use, Data Collecting Sensors
INDUSTRY RESPONSE TO CURRENT CONCERNS

EFRAIN RIBEIRO
eribeiro@lightspeedresearch.com
BENJAMIN FARRAR
Benjamin.Farrar@kantar.com
THANK YOU.
IVAILO KOTZEV
ikotzev@lightspeedresearch.com
STEFAN KUEGLER
skuegler@lightspeedresearch.com

Consumer Mobile Policy & Security - Lightspeed & Kantar

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