According to recent statistics, there are now more smartphones on the planet than people. With this enormous growth of mobile devices, privacy concerns have also been on the rise. Even teenagers, the group known for their mobile usage, is becoming concerned about their privacy. The Pew Research Center revealed a study that reported incredibly interesting statistics.
- 58% of U.S. teens aged 12 to 17 have downloaded apps to their cell phone or tablet computer
- 51% have avoided certain apps due to privacy concerns
- 26% have actually uninstalled an app because they found it was collecting personal information that they didn’t wish to share.
- 46% have turned off location tracking features on their cell phone or in an app because they were worried about the privacy of their information.
With this increase of privacy concerns, marketers need to find a way to ensure that their tactics do not alert further suspicions. With inventions like Apple’s Passbook and Samsung’s Wallet that allow users to store things such as event tickets, boarding passes, membership cards, and coupons in one central location, this opens the door to a wide variety of marketing opportunities. For example, tactics such as location-based marketing have increasingly been on the rise.
While many may welcome the opportunity to receive relevant notifications and promotions from marketers, others can find it intrusive. That said, privacy is a key way to differentiate one’s business. Providing privacy policies that are clear and straightforward is a major starting point. By building trust with consumers, marketers will have more success in keeping their apps downloaded and their relationships evolving.