66 per cent of consumers are more concerned about privacy on their smartphone than they were a year ago, according to a TRUSTe consumer confidence survey conducted by Ipsos MORI. The 2013 Great Britain Consumer Confidence Index found that 80 per cent of those who used mobile apps said they had privacy concerns, with 79 per cent saying that they would not use an app if they didnt trust it.

While the number of people who worry about their online privacy has reduced by two per cent, to 88 per cent, 91 percent of consumers avoid using companies they don’t believe protect their privacy, up three per cent. 96 per cent of the 2,000 people surveyed wanted the ability to control who can collect their personal information and track their online activities.

“With e-commerce booming and mobile phones predicted to overtake PCs as the most popular way to get online, it’s clear that privacy and in particular mobile privacy is the latest red-hot issue for consumers and must be a priority for businesses this year,” said Danilo Labovic EU MD of TRUSTe.

The research has been launched to coincide with Data Privacy Day #DPD13. TRUSTe has also released its 2013 U.S. Consumer Confidence Index.