“Mobile apps offer consumers fun and functionality via the one device that stays with them throughout the day. The explosion of the apps ecosystem is driven by new business models where many apps are free or heavily discounted which of course consumers love, but where developers monetize the information they collect on their users. The report, supported by AVG Technologies, was carried out in partnership with mobile specialists On Device Research to understand global consumer understanding and perceptions of apps that gather and use personal data such as address book information and location. The ten country study of 9,500 respondents reveals consumer attitudes towards the use of their personal information by mobile app providers, scrutinizing four key factors of privacy, Transparency, Comfort, Security and Control.”