This morning the Pew Internet & American Life project released new data on teen app usage and mobile privacy. The big "takeaway" is that teens care very much about privacy and have taken action against (deleted) mobile apps they feel unnecessarily or gratuitously collect personal information or location data.
Pew says that 78% of teens have a mobile phone (though not all have smartphones) and 23% have tablets. The teen smartphone penetration number is probably 58%, given that's the number of teens who have downloaded mobile apps.
Just over half (51%) "have avoided apps due to privacy concerns" while 26% have uninstalled an app because it was collecting personal data. And 46% of teen mobile users have turned off location tracking features (on their phone or in an app) out of concern for privacy.
Teens are more forgiving of apps that seek location data where there's a logical and clear justification for the information (e.g., maps). Girls are more likely to disable location tracking than boys; 59% of girls vs. 37% of boys have done so.
Separately but still on the theme of privacy, Facebook announced today that it would give more control to Facebook mobile log-in users over what information is shared by third party apps on the Facebook Timeline and News Feed. Here's what the company said today in its announcement:
Although Facebook Login is widely used, we understand people’s concerns about apps posting on their Timeline or to their friends. For the past several months, we’ve been rolling out a new version of Facebook Login on mobile to address these concerns.
With this new update, mobile apps using Facebook Login must now separately ask you for permission to post back to Facebook.
Don’t want to share your music playlist or workout routine with friends? You can choose to skip sharing altogether.
Clearly separating sharing means people can decide whether they only want to use Facebook Login for fast registration without also sharing back to Facebook. If you want to share later, you still can.
This involuntary sharing element was a selling point for publishers and developers but a turn-off to many users. It became a significant barrier for some to using Facebook log-in for third party apps/sites.
By separating sharing from social log-ins Facebook hopes to remove friction for many people who might log in with Facebook but don't today for privacy reasons. I'm in that group.
Yesterday comScore reported that Yahoo had claimed the top spot on its Top 50 websites chart from Google for the first time since March 2011 (originally I thought it was March 2008). Following that announcement and the excitement it generated, I decided to look at some of the mobile data, using StatCounter (which is actual traffic rather than extrapolated consumer survey data).
On a global basis Google dominates mobile search and has for the past several years. A year ago it controlled 97% of the worldwide mobile search market. Today that number is down slightly to just under 94%. Yahoo and Bing have grown slightly over the last year, which accounts for the change.
In the US market something more interesting has happened. According to StatCounter data, Google has lost more than 10 points of mobile search market share in the past year:
It's not clear why this has happened. But it is clear that if Google were to suffer a 11% loss in online search market share, investors and pundits would be going berserk. Yet this mobile decline has passed relatively unnoticed.
While Bing has had a strong search app for some time, Yahoo hasn't. The latter has, however, poured money and effort into developing better mobile apps and redesigned key properties online and in mobile (e.g., homepage, mail).
It may be that many of Yahoo's mobile intiatives and effort to "update" the Yahoo identity and UX as a whole have started to pay off by lifting the brand. And those things may have translated into more mobile search volume.
Last week Placed introduced Placed Attribution, a mobile ads offline tracking solution. The idea is to used Placed's opt-in panel to measure the impact of mobile ad exposures on in-store visits. PlaceIQ has a similar offering using a different methodology.
Capturing the offline impact of digital ads on store visits (and potentially sales) is really a kind of "holy grail" when it comes to conversion tracking. The ratio of online to offline conversions is skewed heavily in the direction of offline. E-commerce is only 5.5% of offline retail and mobile commerce is approaching 10% of e-commerce.
Yet up to half of offline retail spending may not be impacted by digital media and the internet. Clicks are a terrible metric for mobile advertising, and secondary metrics like map views and calls are better but don't capture the entire picture for marketers.
There's a lot more "visibility" on performance when you can start to measure how digital ads impact offline purchase activity. That's the objective of Placed Attribution. Here are the kind of data to be reported: