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Study: Consumers Don’t Yet Trust Mobile Targeting

MOBILE PRIVACY—U.S.

July 17, 2012

Direct Marketing News reports that as mobile targeting increases, consumers don’t yet trust it. That’s according to a recent online study by TRUSTe that polled more than 2,000 U.S. adult cell phone users to gain a better understanding of how consumers feel about mobile privacy policies. “Awareness of behavioral targeting has increased substantially since last year,” said TRUSTe’s vice president of mobile development, adding, “It was striking to learn that as consumers in the study became aware of behavioral targeting, over 70 percent of them did not like it and did not want to be a part of it.” Meanwhile, Forbes reports on ways wireless carriers can gain consumer trust.
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