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  • 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
  • Engagement - Clicks, Downloads, Registrations, Transactions
  • 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
  • Mis tue sponsored breakfast trus te

    1. 1. How Privacy Impacts Your Mobile Business Strategy Dave Deasy Vice President, Marketing @davedeasy August 2012CONFIDENTIAL 1
    2. 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 solutionsCONFIDENTIAL 2
    3. 3. A little privacy humor…CONFIDENTIAL 3
    4. 4. Three Reasons To Address Mobile Privacy 1. Compliance 2. Brand 3. EngagementCONFIDENTIAL 4
    5. 5. Reason #1 – It’s the lawCONFIDENTIAL 5
    6. 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-gameCONFIDENTIAL 6
    7. 7. The legislative pressure is increasingCONFIDENTIAL 7
    8. 8. Reason #2 – You need to protect your brandCONFIDENTIAL 8
    9. 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/resourcesCONFIDENTIAL 9
    10. 10. Research Part I – The Bad NewsCONFIDENTIAL 10
    11. 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 itBASE: 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. 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. 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 ResponsibleBASE: Total Qualified Respondents (n=1004) See: 2011 OBA Survey: http://truste.com/ad-privacy/ A Lot ResponsibleQ836 When thinking about protecting an individuals online privacy, how responsible should each of the following groups be? CONFIDENTIAL 13
    14. 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. 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. 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. 17. Privacy Mistrust Limits App Downloads for 85% of Consumers What do you do when you dont trust a mobile app? 3% 4% 8% I dont download it I limit the information I share with it I limit my usage of the app 85% I do not change my behaviorBASE: Total Qualified Smartphone Users (n=554)Q1080 If you don’t trust a mobile app, what do you do? CONFIDENTIAL 17
    18. 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 itBASE: 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
    19. 19. Research Part II – The Good NewsCONFIDENTIAL 19
    20. 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 AgreeBASE: 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. 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 AgreeBASE: 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. 22. The DAA Self-Regulatory Program For Online Behavioral Advertising Provides consumers with notice and opt-out choice for behavioral advertisingCONFIDENTIAL 22
    23. 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 PositiveBASE: Total Qualified RespondentsQ930/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. 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. 25. TRUSTe Can Help Mobile App Certifications Mobile Ads OBA Management EU Compliance Management Children’s Privacy / COPPACONFIDENTIAL 25
    26. 26. A sampling of our 5,000+ customers Consumer Media / Entertainment Ad Agencies / Platforms Technology / Telecom Financial / Health Internet / CloudCONFIDENTIAL 26
    27. 27. Thank you Dave Deasy Vice President, Marketing dave@truste.comCONFIDENTIAL 27