Privacy concerns threaten to hamper widespead adoption of mobile apps in Asian markets such as Indonesia and Malaysia, according to the GSMA.
The GSMA, in collaboration with mobile operators Celcom Axiata and DiGi, has published the results of a survey of around 3,000 mobile users across the two markets.
The survey shows that 80% of Indonesian mobile internet users and 86% in Malaysia are concerned that apps might collect personal information without their permission. For more than half of those concerned, it is enough to limit their usage of mobile apps.
Mobile operators should meanwhile be aware that the majority of respondents hold them primarily responsible for safeguarding their personal data, even in situations where the operator has no control, such as when downloading an app from an app store.
App users don't seem opposed to sharing personal information on principle, they just want a greater understanding of and control over how it is collected and used.
Around 73% of Indonesian respondents and 62% in Indonesia try to find out what information an app collects while they install it, yet around three quarters agree to privacy policies without reading them because they are too long and complicated.
In addition, 74% of Indonesian users and 71% in Malaysia would consider receiving targeted location-based advertising from a company that asked for their permission first.
Nearly nine in ten users in both markets meanwhile believe that an industry-accredited privacy icod displayed on mobile internet sites, for example one that guarantees anonymous collection of personal information, would encourage them to accept targeted ads.
“It is clear that mobile users are concerned about their privacy and are more likely to interact with apps and receive targeted promotions if they feel it is respected,” GSMA Chief Government and Regulatory Affairs officer Tom Phillips said.