Syniverse Research Reveals Mobile Privacy Predicament: Consumer Trust Is Diminishing with Brands and Mobile Operators
Consumer concern about the use of private personal data is putting emerging mobile business models and brand engagement strategies at risk. More than 50 percent of people trust mobile operators and brands less today than they did three years ago, with 70 percent of consumers now not trusting them to safeguard their private data. These insights are from a new survey commissioned by Syniverse that examines consumer attitudes about mobile privacy across eight countries.
“Using big-data elements – like demographics, location and interaction history – to personalize services and target promotions is critical to emerging mobile business models and sophisticated brand engagement strategies,” said Mary Clark, Chief Marketing Officer, Syniverse. “Success assumes consumers will willingly share personal data in return for more personalized services and more relevant offers along their mobile journey. This assumption is wrong: Consumers are far from ‘willing.’ The research contains many rich and fascinating data points from which much can be concluded. What is clear above all else is that brands and mobile operators face a ‘privacy predicament’ that must be overcome for mobile to continue to flourish.”
Consumer concerns quantified
The primary research, conducted in January 2016, sought to understand attitudes toward mobile privacy among more than 8,000 people across eight countries. Some of the findings are alarming for both brands and mobile operators, as today 75 percent of consumers surveyed say they don’t trust brands to take care of their data, and 71 percent of respondents say they don’t trust mobile operators to take care of their data.
The research highlighted several key objections to sharing personal data with brands and mobile operators that undermine consumer trust:
- Security: 25 percent of consumers surveyed don’t believe their personal data will be kept private or secure
- Transparency: 21 percent of consumers surveyed worry about how their data may be used in the future
- Control: 19 percent of consumers surveyed are concerned that their data will be sold to third parties.
Privacy is critical for consumers with an overwhelming majority (89 to 94 percent) admitting to having at least some concern when sharing data with brands in the retail, financial services, travel and hospitality vertical markets as well as with mobile operators. And 40 percent of consumers will reluctantly share basic personal data (age, gender and name) in order to improve the experience from their brands and mobile operators. However, fewer than 20 percent of consumers are willing to share more rich “contextual” data, such as location, browsing history and shopping habits.
“Personalization depends on people’s willingness to share personal and contextual information to enhance their mobile journey, and that’s largely missing at the moment,” Clark said. “Consumers clearly do not feel that their mobile experiences have been significantly improved to date by the sharing of personal data. However, the stakes are too high to give up on personalization, with too many business models and engagement strategies at risk.”
Brands and mobile operators have the responsibility, opportunity and power to address this situation – because consumers hold them responsible for the delivery of security, transparency and control alongside personalization:
- 55 percent of consumers surveyed hold brands directly responsible for safeguarding their data
- 30 percent of consumers surveyed hold mobile operators responsible for safeguarding their data
- Only 15 percent of consumers surveyed believe responsibility for safeguarding their private data lies with a regulatory body.
For brands and mobile operators, this consumer-allocated responsibility is the de facto “mobile privacy pact” between themselves and consumers.
“The impact of brands having access to contextual data has eroded consumer trust and experience to date,” Clark added. “Brands and operators must now achieve a balance of driving both value and trust along the mobile journey.”
Crucially, there is a growing expectation among consumers that brands should be able to improve personalized services and offers as a result of collecting personal data (38% agreed with this).
“All players in the mobile value chain must rethink their approaches to harvesting, managing and using personal data. They must take a more transparent approach to personalization that empowers control and guarantees data security and privacy. It is on this foundation that a new ‘mobile privacy pact’ will be established to ensure business models and engagement strategies of the future are fully realized,” Clark concluded.
The full Syniverse report, ‘The Mobile Privacy Predicament’ can be downloaded by clicking here.
Solving technical challenges within the mobile ecosystem for more than 25 years, Syniverse is helping the world’s largest brands and operators take a more transparent approach in delivering personalized services directly to their customers’ mobile devices. Syniverse has a number of solutions that help brands and operators provide personalized services through secure infrastructure and solutions that put consumers in control of their mobile experiences. Syniverse recently announced that its enabling a number of operators to put users in control of data usage; helping Western Union to increase global participation its loyalty program; Bigo to validate subscribers; and Amazon China to enhance the e-commerce experience.
Research was carried out by On Device Research in January 2016 in eight countries – U.K., USA, Brazil, India, China, South Korea, Germany and France. In each country, 1,000 consumers responded to the survey who were nationally representative of gender balance and who were among the age groups 18-24, 25-34, and 35-44.
Syniverse is the leading global transaction processor that connects more than 1,500 mobile service providers, enterprises, ISPs and OTTs in nearly 200 countries and territories, enabling seamless mobile communications across disparate and rapidly evolving networks, devices and applications. We deliver innovative cloud-based solutions that facilitate superior end-user experiences through always-on services and real-time engagement. For more than 25 years, Syniverse has been simplifying complexity to deliver the promise of mobility – a simple, interoperable experience, anytime, anywhere. For more information, visit www.syniverse.com, follow Syniverse on Twitter or connect with Syniverse on Facebook.
Syniverse Public Relations
Bobby Eagle, +1-813-637-5050
Om Business Wire
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Følg saker fra Business Wire
Registrer deg med din epostadresse under for å få de nyeste sakene fra Business Wire på epost fortløpende. Du kan melde deg av når som helst.
Siste saker fra Business Wire
ADC Therapeutics Presents Interim Phase I Data from its Novel Antibody-Drug Conjugate ADCT-40211.12.2017 06:00 | Pressemelding
ADC Therapeutics (ADCT), an oncology drug discovery and development company that specializes in the development of proprietary Antibody Drug Conjugates (ADCs) targeting major cancers, today announced clinical data from two ongoing Phase I clinical trials evaluating ADCT-402 (loncastuximab tesirine or “Lonca-T”) in important subtypes of lymphoma and leukemia. The data were presented at the 59th American Society of Hematology (ASH) Annual Meeting in Atlanta, USA. 1. Interim results of a Phase I open label, single agent, dose-escalating study of ADCT-402 evaluating tolerability, safety, pharmacokinetics and efficacy in patients with relapsed or refractory B-cell Non-Hodgkin Lymphoma Dr. Brad Kahl, M.D., Professor for Medical Oncology at the Washington University School of Medicine in St. Louis, said: “A significant number
GA Telesis Launches Leveraged Finance Group with the Appointments of David Lloyd and Nolan Heske11.12.2017 05:01 | Pressemelding
GA Telesis, LLC (“GAT”) announces the launch of its Leveraged Finance Group (“LFG”) to provide secured aircraft financing for lessors, investors, and airlines. GAT has appointed David Lloyd and Nolan Heske as Managing Directors of LFG to pursue the development, execution and growth of this strategy. The LFG management team has over 35 years of combined experience in the aircraft and transportation finance sector. Prior to joining GAT, Mr. Lloyd and Mr. Heske cofounded Air Funding in 2016 to provide an alternative source of direct lending on commercial aircraft to lessors and airlines. Prior to Air Funding, David Lloyd spent 12 years at Carlson Capital as Head of Credit, Airlines & Aerospace. Mr. Lloyd was the group founder and was responsible for a portfolio with peak assets of $475 million. Mr. Lloyd also held executive positions at Credit Suisse and Chase Securities. No
AstraZeneca’s Calquence (acalabrutinib) Shows Potential in Chronic Lymphocytic Leukaemia Trials10.12.2017 22:45 | Pressemelding
AstraZeneca and Acerta Pharma, its haematology research and development centre of excellence, today presented results from the Phase Ib/II ACE-CL-003 clinical trial (Abstract #432) and updated results from the Phase I/II ACE-CL-001 (Abstract #498) clinical trial that are testing Calquence (acalabrutinib) alone and in combination for the treatment of chronic lymphocytic leukaemia (CLL) in multiple treatment settings. The findings were presented during two oral sessions at the 59th American Society of Hematology (ASH) Annual Meeting & Exhibition in Atlanta, USA. Sean Bohen, Executive Vice President, Global Medicines Development and Chief Medical Officer at AstraZeneca, said: “These data add to the growing body of evidence that supports the potential of Calquence in the treatment of chronic lymphocytic leukaemia, a life-threatening disease that affects tens of thousands of people aroun
Celgene Corporation and bluebird bio Announce Updated Results from Ongoing Multicenter Phase 1 Study of bb2121 Anti-BCMA CAR T Cell Therapy in Patients with Late Stage Relapsed/Refractory Multiple Myeloma at ASH Annual Meeting10.12.2017 15:30 | Pressemelding
Celgene Corporation (NASDAQ: CELG) and bluebird bio, Inc. (Nasdaq: BLUE) today announced that updated results from the ongoing CRB-401 Phase 1 clinical study of bb2121, an investigational anti-B-cell maturation antigen (BCMA) CAR T cell therapy, in 21 patients with late-stage relapsed/refractory multiple myeloma will be presented in an oral presentation at the American Society of Hematology (ASH) Annual Meeting in Atlanta, Georgia. The objective of this Phase 1 dose-escalation study is to evaluate safety and efficacy of bb2121 and determine a recommended Phase 2 dose. “Celgene has a longstanding commitment to patients with multiple myeloma through our extensive research efforts in this deadly blood cancer,” said Nadim Ahmed, President, Hematology and Oncology for Celgene. “Looking ahead, we see BCMA as an important target in this disease and we believe bb2121 has the potenti
Kite Announces Long-Term Data From Pivotal ZUMA-1 Study of Yescarta™ (Axicabtagene Ciloleucel) in Patients With Refractory Large B-cell Lymphoma10.12.2017 15:30 | Pressemelding
Kite, a Gilead Company (Nasdaq: GILD), announced long-term follow-up data from the pivotal ZUMA-1 study of Yescarta™ (axicabtagene ciloleucel) in patients with refractory large B-cell lymphoma. With a minimum follow-up of one year after a single infusion of Yescarta (median follow-up of 15.4 months), 42 percent of patients continued to respond to therapy, including 40 percent with a complete remission. Detailed results from this updated analysis were simultaneously presented at the Annual Meeting of the American Society of Hematology (ASH) in Atlanta and published in The New England Journal of Medicine. This press release features multimedia. View the full release here: http://www.businesswire.com/news/home/20171210005072/en/ Yescarta is the first chimeric antigen receptor T (CAR T) cell therapy to be approved by the U.S. Food and Drug Administration (FDA) for the treatment of adult
Takeda and Seattle Genetics to Present Positive Data from Phase 3 ECHELON-1 Clinical Trial Evaluating ADCETRIS® (brentuximab vedotin) in Frontline Advanced Hodgkin Lymphoma10.12.2017 13:00 | Pressemelding
Takeda Pharmaceutical Company Limited (TSE:4502) and Seattle Genetics, Inc. (NASDAQ: SGEN) today announced that data from the Phase 3 ECHELON-1 clinical trial evaluating ADCETRIS (brentuximab vedotin) as part of a frontline combination chemotherapy regimen in untreated advanced classical Hodgkin lymphoma will be presented in the Plenary Scientific Session at the 59th American Society of Hematology (ASH) annual meeting on Sunday, December 10, 2017. The data were also simultaneously published online in the New England Journal of Medicine and will be published in the print edition on January 25, 2017. Topline data were reported in June 2017 demonstrating the ECHELON-1 trial met its primary endpoint of a statistically significant improvement in modified progression-free survival (modified PFS) per Independent Review Facility (IRF) versus the control arm. ADCETRIS is an antibody-drug con
I vårt presserom finner du alle våre siste saker, kontaktpersoner, bilder, dokumenter og annen relevant informasjon om oss.Besøk vårt presserom