Consumers share their location with apps, but still have privacy issues

73% of consumers now allow apps to access their mobile’s location, with% saying they always allow apps access according to new a survey of 2,000 UK adults, carried out by Censuswide and commissioned by Verve.

  • 40% of people share their device’s location with weather apps, 33% share location with transport apps whilst 34% of consumers say they will remove an app if they receive poorly targeted ads.
  • 77% of respondents said that it’s important that the brand behind an app is known and trustworthy in order for them to share their location.
  • 60% find it important that they know their information is stored securely, 59% want to be in control of when their location is used, 55% want to be assured their data is anonymised, and 52% want to know how their information is used.

It’s clear consumers are becoming more accustomed to the idea of sharing their device’s location with apps, in exchange for useful or personalised services. This information is extremely valuable and creates huge opportunities for publishers, but also advertisers who want to engage customers with memorable and personalised experiences.

Ian James, general manager of international at Verve


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