Consumer attitudes towards personal information and advertising in mobile applications in the United Kingdom (UK) in 2013

Consumer attitudes towards personal informations and ads in apps in the UK 2013 This survey statistic shows the consumer attitudes towards personal information and advertising in mobile applications in the United Kingdom (UK) in 2013. Nearly 30 percent each reported that they were willing to share personal information to either get a free application or get fewer ads. In contrast, 44 percent stated that they didn't click on an ad in the previous month and 39 percent stated that they only accidentally clicked on an ad in the previous month.
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Share of respondents
Willing to share personal information to get free app*28%
Willing to share personal information to get fewer ads*27%
Likely to click on ad if content is more relevant**33%
Did not click on an ad***44%
Clicked intentionally and interacted with brand***7%
Clicked intentionally and did not interact with brand***10%
Clicked accidentally***39%
Share of respondents
Willing to share personal information to get free app*28%
Willing to share personal information to get fewer ads*27%
Likely to click on ad if content is more relevant**33%
Did not click on an ad***44%
Clicked intentionally and interacted with brand***7%
Clicked intentionally and did not interact with brand***10%
Clicked accidentally***39%

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Description Source More information
This survey statistic shows the consumer attitudes towards personal information and advertising in mobile applications in the United Kingdom (UK) in 2013. Nearly 30 percent each reported that they were willing to share personal information to either get a free application or get fewer ads. In contrast, 44 percent stated that they didn't click on an ad in the previous month and 39 percent stated that they only accidentally clicked on an ad in the previous month.
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Release date
May 2013
Region
United Kingdom
Survey time period
October 2013 to November 2013
Age group
18 years and older
Supplementary notes
* Share of respondents who reported that they were extremely, very or somewhat willing to share personal information. ** Share of respondents who answered that they are likely to click on an ad if the content is more relevant. *** Share of respondents who performed the action within the previous month.

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