Security News > 2021 > March > What consumers really think of the upcoming IDFA opt-in, protecting privacy and smartphone data
A new report, Personal Data, Privacy & Smartphones: The Cautious Consumer analyzes what smartphone owners think of the upcoming Apple Identifier for Advertisers opt-in requirement and the use of their data.
Smartphone owners are not in agreement-partially due to the inexact wording and understanding-of how their data should be navigated by app developers and content providers.
Apple's privacy changes are unfamiliar to only one-third of smartphone users, but when the changes are explained, they are alarmed and 47% reported they're "Very unlikely to opt in to tracking." But overall, smartphone users are divided in terms of their confidence in deciding how to handle tracking and look to big tech to give them more information.
"AppsFlyer and MMA partnered to conduct this survey in order to understand where consumers are in respect to usage of their smartphone data. In turn, we wanted to help marketers understand how to better communicate the value proposition of data usage to their customers. This is a wake up call to the entire industry about the coming privacy changes that will ultimately force them to turn to more privacy-compliant modes of tracking and better respecting the rights of consumers."
The report identified that smartphone users are more likely to believe that the enterprise collects their data to monetize it, rather than using it to "Improve their experience." They feel there is a "Fairness" issue, because they don't think they are getting the perceived value of that data.
"As marketers, we need to do a better job of communicating, and yes, even negotiating with consumers about the value of their data. Consumers find too much of what we do to be scary, which it shouldn't be. If indeed there is a fair and clear value exchange taking place, we are able to build better relationships with consumers while at the same time enabling a thriving free app ecosystem."