The document presents findings from a study on mobile privacy, highlighting concerns over user privacy and the sharing of personal information by smartphone users. Key insights reveal that while users are aware of privacy issues, they feel a lack of control over their data, with significant reluctance to share various types of personal information with third parties. The implications for businesses include potential losses in user engagement due to privacy concerns affecting information sharing.

1. Mobile Privacy:
A User’s Perspective
TRUSTe & Harris Interactive
May 5, 2010
0

2. Speakers
Charlene Richey, Sr. Research Director, Harris Interactive
Technology, Media and Communications
Charlene has been an analyst in the marketing research industry
for over 15 years, crafting her skills as the global research lead on
a number of projects for some of the biggest names in technology,
the largest of which spanned 54 countries and 31 languages. She
has also analyzed the overall effectiveness of more than $1 billion
worth of advertising.
Ms. Richey has a Bachelor of Science in Business Administration,
Summa Cum Laude from the University of Colorado.
Janet Jaiswal, Sr. Director, TRUSTe
Mobile Product Manager & Head of Product Marketing
Janet possesses more than 20 years of experience building and
marketing products in the mobile, e-commerce and Internet
industries that specifically increase the trust and safety of its users.
Her industry knowledge was formed from previous positions held at
eBay, Scient and PayPal where she was responsible for protecting
more than 110 million users worldwide. Follow Janet at JanetJaiswal
Ms. Jaiswal holds an MBA from the Tepper School of Management
at Carnegie Mellon University and a B.S. at the University of
California, Berkeley.
1

3. Agenda
• Research Methodology and General Findings
• Mobile Privacy
• Implications for Businesses
• The Impact of TRUSTe on Mobile Usage
• Link to Resources
2

4. About TRUSTe
Founded in 1997
4,000+ clients
Offers online privacy solutions for all major
customer channels.
We offer privacy certifications, seals and solutions for:
Mobile Advertising Cloud Websites
3

5. About Harris Interactive
Harris Interactive is one of the world’s
leading custom market research firms,
leveraging research, technology, and business
acumen to transform relevant insight into
actionable foresight. Known widely for the
Harris Poll and for pioneering innovative
research methodologies, Harris offers expertise
in a wide range of industries including
healthcare, technology, public affairs, energy,
telecommunications, financial services,
insurance, media, retail, restaurant, and
consumer package goods. Serving clients in
over 215 countries and territories through
our North American, European, and Asian
offices and a network of independent market
research firms, Harris specializes in delivering
research solutions that help us – and our
clients – stay ahead of what’s next.
4

6. Research Methodology
& General Findings
5

7. Research and Methodology
Objectives Who
1,000 total interviews were conducted among
Harris Interactive’s online consumer panel
• How smartphone users feel about their
privacy on a mobile device
Respondents were qualified as:
• Specific elements smartphone users • US residents
are most concerned with • Age 18 and over
• Precautions smartphone users take to • Currently own/use a smartphone
protect their privacy
When
• Reaction to/impact of a “trust mark”
February 3-17, 2011
provided by TRUSTe
How
Via self-administered online survey
Gender Age
18-24
55+ 7%
24% 25-34
Female 20%
46% Male
54%
45-54
21% 35-44
28%
Weighted Representation
6

8. The smartphone market is evolving
The Smartphone Market
Smartphone Type Use
 The most commonly used smartphone
OS brands are iPhone, BlackBerry, and 11%
Google Android, though there are All Others
indications this trend could be changing. 7%
32%
– Google Android smartphones are
capturing an even larger share among
new entrants
25%
– BlackBerry (and iPhones to a lesser
extent) ceded some ground to Android
 Nine in ten smartphone users have 26%
downloaded at least one application for
their phone.
7

9. Smartphone: Not used just for talking
Average % Time Spent
Other
4
4
4 7 R Shopping
8S 6 Banking
6 8 R
Using a business app
15 13 Using a navigation system/GPS
Consuming Media (videos, music, news)
16 22 R Social networking (Facebook, Twitter, LinkedIn...)
Surfing the Web
Playing games
38 Email
34
Text/SMS messaging
Phone calls
Males Females
[R] [S]
(n=507) (n=493)
BASE: Total Qualified Smartphone Users
Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?
8

10. Younger users text more; older users make more calls
Average % Time Spent
Other
5 5 4 4 4
7 WX 4 3 Shopping
9WX 8
WX
7 6
8 Banking
8 7 6 6
8 Using a business app
7 8
15 T 15
Using a navigation system/GPS
9 16 T
13 T
Consuming Media (videos, music, news)
15 13
UVWX WX WX Social networking (Facebook, Twitter, LinkedIn...)
31 20
22
Surfing the Web
Playing games
TUV TUV
43 44
Email
28 32
24 Text/SMS messaging
Phone calls
18-24 25-34 35-44 45-54 55+
[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)
BASE: Total Qualified Smartphone Users
Q715 Approximately what percentage of time do you spend on the following activities on your smartphone?
9

11. Users share less info with third parties
Types of Information Not Willing First Party Only Third Party
Both
Willing To Share To Share (app owner/developer) Only
Full name 64% 25% 0 11%
Gender 57% 18% 2% 23%
Email address 59% 29% 0 12%
Location 77% 17% 1% 5%
Address 85% 13% 0 2%
Phone number 87% 11% 0 1%
Age 66% 18% 1% 15%
Date of birth 85% 11% 0 4%
Photos or videos 91% 7% 0 3%
Access to your list of contacts 96% 4% 0 1%
My web site surfing behavior on the
90% 6% 1% 3%
smartphone
Anonymous demographic info 71% 15% 1% 13%
BASE: Total Qualified Smartphone Users (n=1000)
Q910 What type(s) of information are you willing to share with first parties (app owner/developer) and/or third parties (everyone else besides the app owner/developer)? 10

12. It’s all about apps
Differences By Smartphone Used
Nine in ten smartphone users have downloaded
at least one app for their phone; iPhone and
100% 25
Android users download significantly more apps, 99% 98%
as do younger users. 75% DEF DEF 20
84% 80%
18.6 F F 15
50% CDF 59%
12.8 10
25% DF
Number of Apps 5
5.8
4.6 4.6
Downloaded For Smartphone 0% 0
Apple/ Google/ BlackBerry Windows All
iPhone Android Users Mobile Others
10% Users Users [D] Users [F]
[B] [C] (n=260) [E] (n=108)
24% (n=330) (n=251) (n=51)
Any Average #
28%
Differences By Age
100% 25
17% 96%
94% 89% 20
75% VX 87% 85%
VWX
15
21% 50% 14.9
VWX 10
11.7 11.5 10.8
25% 9.7
5
0% 0
None 1-5 6-10 11-20 21+ 18-24 25-34 35-44 45-54 55+
[T] [U] [V] [W] [X]
(n=105) (n=228) (n=251) (n=201) (n=215)
BASE: Total Qualified Smartphone Users (n=1000)
Q710 Approximately how many applications have you downloaded for your smartphone?
11

13. Research notes
Weighting1
Data were weighted by Harris Interactive propriety propensity weighting scheme.
Significance Notations
Significance testing was conducting at the 95% confidence level. When comparisons among
three or more groups have been made, letters (A/B/C/D/E) are used to indicate a value that is
significantly greater than the group referenced. For comparisons between two groups arrows ()
indicate a number is significantly higher/lower than the other group.
Understanding Sample Sizes
• Every sample drawn from a population has a known sampling error associated with it. This
value is the amount the survey responses differ from true population values. In this case, this
includes the difference between the number of respondents surveyed and all respondents in
the total market.
• The maximum error range for a sample of 1,000 is 3.1 percentage points at a 95% confidence
level. This means that if 100 different samples of 1,000 respondents each were randomly
drawn from the population measured, 95 times out of 100 the total results obtained would vary
no more than 3.1 percentage points.
• Readers should note that the error range noted above applies to the total sample only.
However, as the sample size decreases, the error range increases. For example, the error
range for a sample size of 500 is 4.4 percentage points
1 See appendix for additional details on weight factors applied
12

14. Mobile Privacy Findings
13

15. Privacy is a greater concern than security
Mobile App Privacy, Security Attitudes
Privacy and security represent significant concerns for a majority of
smartphone users.
Primary Concern When Using Mobile Apps
None
3%
Identity
19%
Privacy
38%
Sharing
14%
Security
26%
14

16. Privacy, transparency and control
How important is the following…
Your privacy when using a mobile
1% 20% 33% 46%
device
Knowing what type of information is
being collected and to have visibility 1% 25% 32% 42%
to that information
Having easy access to controls
regarding the sharing of your
2% 27% 36% 36%
personal information inside a mobile
app
Not At All Important Not Very Important Important Very Important Extremely Important
BASE: Total Qualified Smartphone Users (n=1000)
Q946 How important is it know what type of information is being collected and to have visibility to that information?
Q951 How important is your privacy when using a mobile device?
Q1031 How important is it to have easy access to controls regarding the sharing of your personal information inside a mobile app?
15

17. About one-half claim to have read the privacy
Where have you checked
the privacy policy of a mobile app?
Have you ever read the privacy
policy of a mobile app?
From the application itself 51%
32%
52%
Through the browser on
17% 28%
your mobile phone
Yes
No, I have never seen an app with a privacy policy
No, I have not read the privacy policy
Through the company's
21%
website on your computer
BASE: Total Qualified Smartphone Users (n=1000)
Q1010 Have you ever read the privacy policy of a mobile app?
BASE: Those who have checked the privacy policy of a mobile app (n=523)
Q1015 Where have you checked the privacy policy of a mobile app? 16

18. High awareness regarding mobile app sharing
Differences By Type of Smartphone Used
Are you aware that some mobile
apps might share your info with
other third parties? 78% 87%
69% 69% 63%
Apple/ Google/ BlackBerry Windows All
iPhone Android [D] Mobile Others
[B] [C] (n=260) [E] [F]
No (n=330) (n=251) (n=51) (n=108)
28%
L
Differences By # of Apps Downloaded
Yes
72%
74%
54% N
None Any
[N] [O]
(n=86) (n=914)
BASE: Total Qualified Smartphone Users (n=1000)
Q935 Are you aware that some mobile apps might share your info with other third parties?
17

19. But low feeling of control
I Feel In Control of My Personal
Information When Using My Mobile
Device
3% 5% Net: Differences By Type of Smartphone Used
18% Agree
37% 49% 45%
39%
33% 32%
31%
Apple/ Google/ BlackBerry Windows All
iPhone Android [D] Mobile Others
[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
42%
Strongly Agree
Agree
Neither Agree Nor Disagree
Disagree
Strongly Disagree
BASE: Total Qualified Smartphone Users (n=1000)
Q1036 How much to you agree or disagree with the following statement? - I feel in control of my personal information when using my mobile device?
18

20. Location: Choice regarding location collection
and use?
Do you feel you have a choice Differences By
regarding the collection and use of Type of Smartphone Used
your location information by an
application?
[B] DF 45%
(n=330)
No D 41%
[C]
28% Yes
36% (n=251)
[D] 20%
(n=260)
Not sure
37% [E] 38%
(n=51)
All Others
[F] 30%
(n=108)
BASE: Total Qualified Smartphone Users (n=1000)
Q925 Do you feel you have a choice regarding the collection and use of your location information by an application?
19

21. Location: Are you alerted?
Does your smartphone alert you Differences By
when location information is Type of Smartphone Used
being collected?
[B] CDF 47%
(n=330)
No Yes 35%
[C]
28% 31% (n=251)
[D] 14%
(n=260)
Not sure
41% [E] 31%
(n=51)
All Others
[F] 16%
(n=108)
BASE: Total Qualified Smartphone Users (n=1000)
Q920 Does your smartphone alert you when location information is being collected?
20

22. Location: Only 35% allow access
If an application asks for your Differences By
location information, what do you Type of Smartphone Used
typically do?
[B] CDF 54%
4% Net: (n=330)
22% Allow
35%
31% [C] DF 38%
(n=251)
22% [D] 13%
(n=260)
22%
[E] 23%
Always allow access (n=51)
Sometimes allow access
Rarely allow access
All Others
Do not allow access
[F] 21%
I have never had an application ask for my location
(n=108)
BASE: Total Qualified Smartphone Users (n=1000)
Q930 If an application asks for your location information, what do you typically do?
21

23. Advertising tracking and targeting:
Don’t like; want control
Are you aware that advertisers are tracking
your mobile activities and delivering ads
targeted to you based on your behavior? Feelings About Advertiser Tracking
100% 1%
I like advertiser
Not aware tracking
22%
32%
75%
Aware I neither like nor
68% dislike being
tracked
50% I do not like to be
Are you interested in being able to opt in tracked
or out of targeted mobile ads? 74%
No Not important at
Not sure
5% 25%
all
10%
0% 2%
Yes
85%
BASE: Total Qualified Smartphone Users (n=1000)
Q1040 Are you aware that advertisers are tracking your mobile activities and delivering ads targeted to you based on your behavior?
Q1045 How do you feel about being tracked by advertisers on your mobile phone? 22

24. Implications for Businesses
23

25. For Businesses: Loss of engagement
Information Would Not Share
Through A Mobile App
At least one type (Net) 85% Differences By Type of Smartphone Used
Account information 85% 91% 88% 90%
65% 78% B
B
(username, password)
Personal information Apple/ Google/ BlackBerry Windows All
61% iPhone Android [D] Mobile Others
(name, address)
[B] [C] (n=260) [E] [F]
(n=330) (n=251) (n=51) (n=108)
Location 40%
Profile information
33%
(age, gender)
0% 25% 50% 75% 100%
BASE: Total Qualified Smartphone Users (n=1000)
Q900 Are there certain kinds of information you do not share through a mobile app?
24

26. For Business: Loss of engagement; Not willing to share
Types of Information Willing To Share With
Either A First Party App Owner/Developer Or A Third Party
Gender 78%
Email address 75%
Full name 65%
Age 62%
Anonymous demographic information 54%
Location 42%
Address 28%
Date of birth 28%
Phone number 24% Least likely
My web site surfing behavior on the smartphone 18%
to be shared
Photos or videos 17%
Access to your list of contacts 8%
0% 25% 50% 75% 100%
BASE: Those Willing Or Might Be Willing To Share Info (n=592)
Q910 What type(s) of information are you willing to share with first parties (app owner/developer) and/or third parties (everyone else besides the
app owner/developer)? 25

27. For business: Loss of engagement
not using apps or accessing accounts
Privacy Precautions Taken
G
I create a strong password that
contains numbers, letters and 64%
characters
I read and understand
disclosures regarding use of my
42%
personal information before
installing an app
I don't use apps or go to sites
that ask/use my personal
40%
information L
I don't access my account(s) via 38%
mobile device
Other 2%
I haven't taken any of these
7%
privacy precautions N
0% 25% 50% 75% 100%
BASE: Total Qualified Smartphone Users (n=1000)
26
Q820 Which, if any, of the following privacy precautions do you take with regards to your online accounts?

28. For businesses: Loss of engagement
not even for a free or lower cost app
Willingness To Share Personal Info in
Exchange for a Free or Lower Cost
Mobile App
37%
YES (NET)
Yes, I would be willing to share 4%
at least some information about
myself with any company
Yes, I would be willing to share 33%
at least some information about
myself with certain companies
I might be willing
18%
No, I would not be willing to
share any information about 45%
myself with any company
0% 20% 40% 60%
BASE: Total Qualified Smartphone Users (n=1000)
Q905 Are you willing to share any personal information with a company in exchange for a free or lower cost mobile app?
27

29. For Businesses: Signing in with another account ID
makes users uncomfortable
Comfort Level With Signing In To Other Applications or
Websites With Your Facebook, Twitter, or Other Account ID
52 percent
Total
22% 30% 31% 14% 2%
(n=1000)
18-24 [T] WX
13% 19% 36% 24% WX 8%
(n=105)
25-34 [U]
14% 32% 34% 17% 3%
(n=228)
35-44 [V]
16% 32% 31% 18% X 3%
(n=251)
45-54 [W]
22% 31% 35% 11% 0
(n=201)
55+ [X]
38% TUVW 29% 24% 8% 0
(n=215)
Very Uncomfortable Uncomfortable Neither Comfortable Nor Uncomfortable Comfortable Very Comfortable
BASE: Total Qualified Smartphone Users (n=1000)
Q941 How comfortable do you feel signing in to other applications or websites with your Facebook or Twitter account or other ID compared to registering
28
with the application directly/creating an account for just that app or company website?

30. Few feel that app stores and directories safeguard privacy
Does your mobile app store make
available only apps that safeguard
Differences By Type of Smartphone Used
your privacy?
(% Yes)
28% 28%
22% 18% 16%
Yes
25%
Apple/ Google/ BlackBerry Windows All
iPhone Android [D] Mobile Others
[B] [C] (n=260) [E] [F]
Not sure (n=330) (n=251) (n=51) (n=108)
50%
No
25%
I feel confident that most mobile apps protect
the privacy of my information
T
o
t 6% 14% 42% 35% 3%
a
l
Strongly Disagree Disagree Neither Agree Nor Disagree Agree Strongly Agree
BASE: Total Qualified Smartphone Users (n=1000)
Q825 Do you feel that the mobile application store you use only makes available apps that safeguard the privacy of your information?
29
Q831 How much do you agree or disagree with the following statement? - I feel confident that most mobile apps protect the privacy of my information

31. In fact, mobile apps collect lots of information
and most don’t have a privacy policy
Good reason for concern . . .
Mobile App Info Collection and Privacy Policy
(average of Apple, Android & Blackberry apps)
50%
44% 43%
45%
40% 35%
35% 33%
30% 28%
30%
25%
19% 19%
20%
15% 13% 12% 11%
10% 6%
5% 3%
0%
e-Mail Name Location Terms of Access to Phone Connect to Privacy Push Date of Messages Gender Age
Service or contacts number Facebook, Policy notifications Birth
EULA Twitter, or
Amazon etc
N=342 (Apple:119, Android:177, Blackberry:46); free apps only
TRUSTe analysis conducted in January 2011 30

32. Impact of TRUSTe seal
31

33. Smart phone users want accessible mobile
privacy policy
Likelihood To Read Privacy Policy
That Is Easier to Navigate and Read
More Likely (Net) 68%
Total 1%
1% 30% 41% 28%
Much Less Likely to Read Less Likely To Read About the Same More Likely To Read Much More Likely To Read
7% 90% 3%
Prefer Prefer Prefer
BASE: Total Qualified Smartphone Users (n=1000)
Q1021 How much more likely would you be to read a company's privacy policy (on your mobile phone) if it was easier to navigate and read? 32

34. TRUSTe can help address privacy concerns
Impact of TRUSTe Mark
Aware of TRUSTe Mark
On Comfort Level
Not aware No, this
14% would not
affect my
Not sure comfort
16% level
28%
Yes, I would
Aware feel more
70% comfortable
72% N
BASE: Total Qualified Smartphone Users (n=1000) BASE: Total Qualified Smartphone Users (n=1000)
Q1051 Have you ever seen this trust mark or seal before today (on Q1055 If you saw this trust mark or seal on a mobile app or mobile web site or store
mobile apps, mobile websites, or traditional PC websites)? would you feel more comfortable about your privacy on that site? 33

35. TRUSTe Mobile Privacy Certification
• Extension of TRUSTe’s Privacy Certification
for Mobile Web and Mobile Applications
– Offers consumers the same privacy commitment
as web site certification
– Express consent required for the collection and
use of geo-location data
• Features unique and accessible Layered
Short Privacy Notice
– Calls out most significant privacy concerns
− Optimized for the mobile device
− Enhanced disclosures to address concerns
unique to mobile platform
90%
– Enhanced consumer transparency and access Prefer
34

36. Privacy tips for app owners
1. Get Serious About Privacy
74 percent of consumers believe it’s “very important” or “extremely important” to
understand what personal information a mobile app collects
2. Always Ask Before Collecting Location Data
Only 36 percent of consumers felt that they had a choice regarding the collection and
use of their location data
3. Offer Opt-Outs For Mobile Ad Targeting
85 percent of consumers want to be able to opt-in or out of targeted mobile ads
4. Give Consumers Transparency & Choice
98 percent of consumers believe it’s important for mobile apps to provide easy
access to controls for collecting and sharing personal information
5. Get Your App Privacy Certified
Only 1 in 3 consumers feel in control of their personal information when using their
mobile devices
35

37. For the detailed survey
results or to learn more about
mobile privacy, go to
http://www.truste.com/harris-mobile-survey/
36

38. Harris Interactive Propensity Weighting
All surveys, no matter how perfectly designed and implemented, have some
biases associated with them. These biases may include demographic biases,
such as a demographic skew among those who answer the survey. In addition
to these demographic biases, there are unique biases associated with Internet-
based surveys. For example, as a result of the choices Internet respondents
make, these respondents may differ in fundamental ways from the population of
interest in attitude and behavior as well as demographics.
Harris strives to reduce significantly or eliminate these biases in order to project
accurately the data collected within the survey as representative of the total
target population (in this case, smartphone users). We use demographic
questions and proprietary score questions specific to a weighting technique
proprietary to Harris to achieve this goal. With each survey we are constantly
refining these techniques in order to serve our clients better.
37