Brief:

• Nearly 90% of mobile app users are concerned about the security of their personal information when they register for a new app, according to a survey by researcher Clutch. Eighty-two percent say understanding why they need to provide personal data and grant permissions, like location or camera access, is an important consideration when registering for an app.
• Nearly three-quarters of respondents said a short onboarding process — 60 seconds or less — which can include viewing a tutorial or registering with the developer, at least somewhat affects their decision to continue using an app.
• The most popular reason people download an app is "for fun," a reason cited by 44% of survey respondents. Clutch's 2017 UX of Mobile App Onboarding Survey included 501 individuals across the U.S. who installed and used an app that required registration within the past three months.

Insight:

The results of this survey signal that mobile marketers need to earn and maintain consumers' trust, especially considering the cost and commitment required to convert prospects into engaged users. A key part of establishing that trust is ensuring that sensitive information won't be exposed in a data breach. Unfortunately, retailers that store massive amounts of payment data are key targets for criminal hacker groups seeking to defraud consumers, banks and insurance companies. And as hackers become more adept at breaking into mobile devices, companies are looking for ways to better protect themselves and their customers, so it's likely more companies will invest in tools to safeguard this information to eliminate consumers' concerns.

Implementing two-factor authentication for mobile transactions is one way to give customers some reassurance that using an app won't expose them to fraud. That type of authentication raises the bar for security and is common among social media applications, wireless providers and credit card issuers. Some consumers may think the two-step process of a unique code sent via text or answering security questions alongside the standard password input is a hassle, but many are likely willing to take the extra step to secure their information.

Publishers need to be upfront in making an app's value proposition clear as quickly as possible, Clutch reported, especially given the millions of apps that are easily available on the App Store and Google Play.