2020 PRIVACY REPORT

19 February 2020

Our newest study “Mobile Location in the Age of Privacy” is out! 

HEROW conducted two reports, in France and in the US, to understand the opinions and behaviors of both populations towards sharing their location and data with mobile apps. The reports include data from 1237 French and 1357 Americans of four generations: Baby Boomers, Gen X, Millenials and Gen Z. 
The reports aim to provide concrete answers for mobile apps, and how they can leverage the power of location in full respect of user privacy.

Download the report conducted on the French population
Download the report conducted on the American population

French and Americans towards sharing their location data.

  • Similar behaviors but contrasted priorities
  • Control and transparency are the most important factors for users to share their data
  • In both countries, demonstrating the added value of location allows apps to reach an acceptance rate of more than 70%

1. Location is shared, but only under user’s control

According to the study, 80% of respondents are willing to share their location data if they have a clear and easy way to control it. If they share the idea that the explanation of the added value is favorable for sharing their location (73% FR vs 70% US), they disagree on the idea of whether the app is GDPR or CCPA compliant.

2. Significant gender disparities

In France as in the United States, men and women face data sharing issues differently. Women are more concerned about their privacy and identity fraud while men are more concerned about receiving spam and battery life

3. Generational differences

Whether you are a Baby Boomers or a Gen Z, variations between demographic groups show that younger users are more likely to share their location data. In France as in the United States, they indeed see the usefulness when it comes to navigation, location on a map or even to fight against fraud.

4. Different OS, different behaviors

In the United States, iOS users are more worried about invasion of privacy whether Android’s are more worried about unauthorized surveillance. In France, iOS users are more willing to share their location data.

Get deeper knowledge on demographics and usage variations by downloading the full reports:

Download the report conducted on the French population

Download the report conducted on the American population

See full infographics

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