Marketers use of mobile phone data erodes consumers' trust: survey

Healthy scepticism and cynicism: The survey found 75% of consumers did not trust even well-known marketing brands to take care of their data, with many of those saying their trust had been eroded in recent years.

BARCELONA: Most consumers feel they lack control over personal information on their phones, are suspicious of attempts to use it for marketing appeals and many think the problem is getting worse, a survey in major countries of the world has found. 

The findings from a poll in January of 8,000 mobile phone users published on Feb 22 spell trouble for advertisers hoping to tailor marketing and services based on location, personal context and interaction history for customers on the go.