The FTC is taking privacy in mobile apps seriously as Ryan pointed out in the post “FTC Publishes Guide For Mobile App Developers: Observe Truth In Advertising” Now according to a report just released by Pew Research, it seems the app using public is also taking steps to safeguard personal information. According to the report, over half of the the users have uninstalled or avoided apps because of the ways information is shared or collected.

Approximately 88% of US adults have cell phones and 43% of them download apps. According to the report:

54% of app users have decided not to install an app when they determined how much personal information would need to be shared to use it.

30% of app users have deleted an app because they learned how much personal info was being collected.

57% of app users have uninstalled or declined an app over privacy concerns.

It is interesting to note, that allegedly, some of the most widely used apps from some of the largest social networks are big “personal data” harvesters. This could be the beginning of major changes in how consumers are notified of what is being logged and looked at with the download and use of an app.

As a marketer, it’s good to note these trends both if you are making apps and if you advertise. If you are making apps, stay in line. It will help you in the long run both by being trusted by consumers and not getting into trouble. If you are advertising, this trend can be one of those waves to ride, for example, advertising security apps or just generally using consumers awareness of issues in creative ways.

Regardless of where you stand, it looks like the FTC is taking this very seriously, so you might want to as well.