New OZ ACCAN Study Shows How We Use Apps
The Australian Communications Consumer Action Network (ACCAN), has used the CommsDay Melbourne Congress to release its new study and explore user sentiment towards paying for features and services and data privacy in the app ecosystem.
ACCAN CEO Teresa Corbin delivered a presentation on the findings and explores how “end-users can be customers, purchasing apps or paying for features within apps and how at the same time they can also be products in that they are an audience for advertising in apps, or represent valuable personal data for advertisers and marketers.”
Ms Corbin stated that: “The study aims to illustrate how Australians are negotiating the tension between being customers and being products.
“Along with all of the amazing things apps can do, most developers want to design ways of obtaining either money, information or both from users.”
Downloading free apps is “well embedded” with 65 per cent of people saying “they download paid apps either never or less often than every few months.”
Picking up on the meme that many free apps turn users into the “product”, Ms Corbin says “it’s not clear as to whether consumers make the connection that if the app is free that they are often the “product” in the equation.”
“Essentially consumers are not particularly keen to pay up front for an app’s capabilities apart from the occasional one that they know they will find exceptionally useful. The preference is to treat apps more to try out and if it turns out to offer extra features they want, people may pay at that point,” added Ms Corbin.
It turns out that, on average, “users have spent just under $20 in the past 12 months for app downloads, content unlocking, accelerating game play, or removing ads.”
Meanwhile, “forty-two per cent of those spending money felt that they did not receive what they were expecting. The research also found that 18 per cent had spent money unintentionally by incurring automatic credit card charges or taking an action without expectation of charges being levied.”
Ms Corbin said that: “The most problematic app category for spending is games, accounting for 40 per cent of unintended spend. The greatest risk for unintentional spend is when the device is used by the device owner – 56 per cent overall; children accounted for 29 per cent of occasions and other adults for 16 per cent.”
App permissions are also an issue as is the information those permissions give access to, with the study showing that “the greatest concern is that apps may access financial details with 85 per cent of people worried about apps having access to their credit card or other account details. Sixty-eight per cent are concerned about access to their contacts and their phone number while 63 per cent were worried about their photos being compromised.”
The study also shows that: “iOS users are more careful than Android users when it comes to granting permissions to apps. Twenty-eight per cent of iOS users said they reviewed these permissions in detail, compared to only 21 per cent of Android users.”
People also have a “lack of enthusiasm for paying to access a version of an app that respects privacy. The average price respondents were willing to pay for a version of an app that does not access personal data is $6.80, with amounts varying for wealthier households and across age groups.”
Although it then seems that “Australians value their privacy, the research revealed that 66 per cent said they would in fact pay nothing to download a version of an app that wouldn’t access their personal information.”
The sample for the survey was just over 1,000 and was representative of the Australian online, smartphone and tablet using population.
The full version of the report can be found here.