The convenience of mobile apps is irresistible—but so are the risks. A new survey by research firm GoodFirms highlights a growing disconnect between app functionality and user data privacy, showing that 73% of users consider mobile app permissions a serious security threat.

From demanding access to contacts and microphones to requiring unnecessary permissions, mobile apps are increasingly seen as invasive. Nearly half of the survey participants (46%) believe that many of these permissions have nothing to do with core functionality. And 13% of users go so far as to outright deny all permission requests, regardless of app needs.

Data Control Is No Longer Optional

“Mobile app users must be able to understand the nuances of mobile app security, and respond quickly to the growing data threats,” says GoodFirms. The firm emphasizes that data privacy shouldn’t be an afterthought, urging businesses to work with trusted mobile app developers who are well-versed in data security and privacy best practices.

This shift in development priorities reflects broader industry changes. Apps built today are not just digital tools—they're gateways to personal and behavioral data. The shift toward agile development, stronger security protocols, and transparency indicates that user trust is now a core feature, not a bonus.

Users Hold the Real Power

While developers have a responsibility to code securely, users still hold the keys to their own data security. GoodFirms encourages mobile users to regularly audit app permissions, deny access where unnecessary, and make full use of Android and iOS privacy settings.

In addition, experts recommend downloading only from official app stores, avoiding shady third-party sources, and reviewing privacy policies before installation. Apps should come from reputable development companies—those who publish clear security documentation and have an established track record.

Also, don’t forget the basics: keep your apps updated and don’t run outdated versions of your operating system. Many attacks prey on old vulnerabilities that have long been patched.

Why This Matters to Martech Leaders

For marketers and app developers in the MarTech space, this is more than a user concern—it’s a trust issue. Brands that neglect data privacy risk user attrition, bad press, and even regulatory penalties. In contrast, building secure, privacy-first apps can become a competitive differentiator in today’s privacy-conscious market.

As mobile apps continue to collect behavioral, location, and purchase data, the need for ethical design and transparent permissions will only grow. Trust isn’t just a checkbox—it’s a business model.

Get in touch with our MarTech Experts.