Keep it personal
Consumers generally don't mind sharing personal information when they think they are getting something of value in return. But, giving it way without consent and for no obvious reason is something disliked by many people. That’s why 47% of smartphone owners say they would like to be able to pay electronically in a similar way they do when they hand over cash without an automatic transfer of personal information, according to Ericsson ConsumerLab research.
Another area where they feel entitled to privacy is with personal comms - 56% of smartphone owners want all email, chat and other Internet communications to be encrypted. And over half agree that using fingerprints would be better than passwords for this.