Safety and Privacy

Changing the consumer privacy game for 721 million users

Category: Telecommunications

The Challenge:

A global technology leader sought to understand consumer sentiment and behavior on safety and privacy in the mobile technology space.

Having considered itself a vanguard in protecting user privacy by prioritizing localized storage of encrypted and sensitive data, Apple sought to get a more global perspective on consumer behavior and expectations and how that might differ among its major markets.

The Approach

HarrisX ran three annual global surveys with over 25,000 respondents across the brand’s major markets (China, Germany, France, UK and US).

Comparing users with different software on topics like privacy, cloud use, AI, and voice assistants. Beyond tracking perceptions, we delivered advanced user segments and drivers’ analysis to uncover how privacy and safety shape consumer mobile choices.

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The Results

The brand’s stake as the forerunner in privacy and security was confirmed by our findings and led to a direct campaign that would further solidify this lead.

Seeing that most users were very concerned with their data being provided automatically to third party app developers to back their advertising flow, the brand implemented the “Ask App not to track” pop up standard, changing how personal data is handled for 721 million users.

Our Unique Expertise

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Changing the consumer privacy game for 721 million users

Industry:  Mobile Technology

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