In its latest research, the GSMA is exploring the impact of privacy concerns on the adoption of mobile apps and services in Latin America. The study — which involved some 4,500 mobile users across Brazil, Colombia and Mexico — shows that a lack of trust in how personal data is collected and shared is acting as a barrier to the widespread take-up of mobile apps in Latin America. Here are the key findings:
- 88% of mobile app users are concerned that apps might collect personal information without their consent;
- Half of those consumers with concerns would limit their use of apps unless better safeguards are put in place;
- 60% would turn to their mobile operator if they suffered a serious invasion of privacy while using an app, regardless of who was responsible. In comparison, only 31% would turn to their app store and 34% would go directly to the app developer.
- When it comes to location data, 92% want to be asked permission to share their location with a service or an app, while 74% of those using location services regularly are concerned that their location was being shared with third parties without their permission.
In conclusion, GSMA says that without taking action to protect consumer privacy, Latin America risks falling behind other parts of the world in the adoption of new mobile services… And if you need more data, feel free to check out the full survey results from across Brazil, Colombia and Mexico from here.