Blog

Blog

Privacy Research EMEA LATAM Blog Header

Mobile App User Behavior & Privacy Research 2021 – EMEA & LATAM Highlights

Posted May 31, 2021

In-app advertising, personalization, and analytics evolve each day since applications started to appear on our smartphones. The data we leave behind while watching mobile ads help marketers, brands, advertisers to track, reach, and target better accordingly. But at what level are users aware of how their data is being used? And most importantly are they willing to share their data? Considering this scenario, we analyzed behaviors while using smartphone apps and watching mobile ads and users’ perceptions of mobile privacy.

As featured last week with APAC (China, Japan, Korea, and Vietnam) and with the USA, AdColony conducted its Mobile App User Behavior & Privacy Research in EMEA (Europe, Middle East, and Africa) and LATAM (Latin America) to analyze the users’ perception of mobile privacy and behaviors while using smartphone applications.

Keep reading on for highlights from the survey and scroll down to see the infographics!

Survey Highlights from EMEA

Free apps are most preferred by consumers with their engaging ads. — 72% of respondents state that free apps with ads are more engaging than in-app purchases with no ads. Although the revenue of mobile apps is increasing each year, users still prefer not to pay for them in a given global app environment where almost all top-rated apps sustain their financial cycles by publishing ads. 

Shopping and entertainment ads are the most preferable apps. — Besides the free apps, consumers also have preferences on the type of ads they want to be exposed to. Shopping (56%) and entertainment (48%) are the most preferred apps followed by gaming apps with a share of 42%. In addition, 47% of the respondents state it’s very important to see ads that are relevant to them.

Relevant ads increase the willingness of consumers to share their data More than half of the consumers (55%) in the EMEA region are willing to share their device data with apps for the ads they are interested in. This means that the relevancy of the ads is the key point for tracking users’ mobile behavior.

Consumers are highly aware of how their device data is used — According to the results of the survey, 91% of the users are aware that the device data will be only used to optimize users’ in-app ad experiences. Besides that, 84% of respondents stated that they would like to find out how their device data is being used within their favorite apps.

Millennials and Xennials are interested enough to share device data. — As we analyze the awareness of consumers, 58% of users aged between 30-44 in the EMEA region stated that they are willing to share their device data and followed the 45-59 age range with a 45% rate.

Survey Highlights from LATAM

Free apps provide a win-win situation to consumers with their interactive ads. — 81% of respondents in Latin America state that free apps with ads are more preferable than in-app purchases with no ads. 

Consumers prefer to see shopping and entertainment ads. — Shopping (50%) and entertainment (36%) ads shine as the top kind of ads followed by gaming apps with a share of 31%. Also, 45% of the respondents state that the relevancy of ads is highly important for them.

Relevant ads have an impact on consumers sharing their device data — The majority of the consumers (61%) in the LATAM region state that they are willing to share their device data with apps if they see the relevant ads. This proves once again that targeting the right audience to expose relevant ads significantly requires tracking users’ mobile behavior.

Consumers are motivated enough about their device data usage — According to the research, 57% of users are aware that the device data will be only used to optimize users’ in-app ad experience. They also state that (81%) would like to find out how their device data is being used within their favorite apps.

Millennials and Xennials are the generations that are willing to share device data most. — After the analysis of the awareness, 62% of users between 30-44 ages in the LATAM region stated that they are willing to share their device data and followed by the 45-59 age range with a 54% rate.

About the Study
This survey was distributed in EMEA and LATAM regions specifically and received approximately 180 responses in EMEA and 220 responses in the LATAM regions. It asked consumers ranging from 18 years old to over 60 about their knowledge and preferences regarding device data and mobile privacy.

Join the Conversation
Have you updated your mobile OS to secure your privacy? Tweet us @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on LinkedIn.

Latest at AdColony