Meeting consumers’ expectations for mobile app security

IN today’s digital era, the importance of mobile app security has escalated in the Philippines. The “Philippines Consumer Expectations of Mobile App Security” survey conducted by Appdome offers insightful data into Filipino consumers’ expectations and fears regarding mobile app security, fraud prevention, and malware protection. These findings serve as a crucial call for companies developing mobile application brands to prioritize consumer protection as an integral value proposition in their apps.

Increasing mobile app usage

The survey highlights that 76.7 percent of Filipino consumers have reported an increased usage of mobile apps over the past 12 months, exceeding the global average of 66.6 percent. This growing reliance on mobile apps in the Philippines presents a ripe opportunity for the integration and expansion of super apps — versatile mobile applications that amalgamate a variety of services such as e-commerce, payments and financial services.

The survey confirms that approximately 58 percent of Filipinos now prefer using mobile apps over other digital channels to interact with brands. This trend is further supported by the fact that 47.9 percent of Filipino consumers are spending more time on mobile apps, compared to 41.1 percent of global consumers.

Elevated security expectations, preferences

A notable trend is the marked preference among Filipino consumers for e-wallets and mobile apps with e-wallet capabilities, underlining a shift toward mobile financial transactions. This preference is coupled with heightened security expectations, with 59.9 percent of Filipinos frequently using e-wallets — a rate 106 percent higher than the global baseline.

Among Filipinos surveyed, the topranked fear is hacking of the mobile app, followed by mobile fraud and malware. The fear of security breaches is prominent, with Filipino consumers holding mobile brands accountable for any lapses in protection.

Filipino consumers are not willing to trade security for features. Only 10.8 percent prioritize features over security, indicating a market preference for secure and reliable superapps. Additionally, 68.1 percent of Filipino consumers place equal importance on security and features in mobile apps, surpassing the global average of 62 percent.

A majority (52.8 percent) of Filipinos expect the highest level of protection in mobile apps, including login security, data protection, and defenses against malware and fraud. This is 11.6 percent higher than their global peers, further emphasizing the need for advanced security protocols in superapps.

Moreover, 84 percent of Filipino consumers demand protections that extend beyond the login screen, encompassing anti-fraud and anti-malware measures. This highlights the need for superapps to incorporate advanced security protocols to meet consumer expectations.

Filipino consumers exhibit wariness toward mobile brands, with 28.3 percent equating the threat of on-device malware to a developer’s lack of concern for their security. This indicates a critical need for transparency and commitment to security from super app developers.

However, the survey found that a remarkable 95.4 percent of Filipinos would promote a brand if its mobile app protected their data from security threats, fraud and malware, compared to 93.8 percent globally.

Consumers would demand better communication, transparency, and remediation steps from app makers when attacks happen, reflecting a growing cybersavvy among mobile users. This suggests that super apps that prioritize security could enhance their brand advocacy and customer loyalty, crucial factors for market dominance.

Generative AI and cyberthreats

The advent of generative AI is reshaping the cyberthreat landscape, especially in terms of malware creation. This technology simplifies the process of crafting sophisticated malware, thereby lowering the barriers to malicious activities.

Mobile app developers now face the challenge of devising multi-layered security strategies that incorporate advanced AI and machine learning tools to combat these enhanced threats. This evolving threat landscape demands a proactive approach in developing, monitoring, and updating mobile apps to safeguard user data and maintain the integrity of the mobile ecosystem.

Challenges, responses in mobile app security

Developers and cybersecurity teams are navigating the delicate balance between implementing robust malware protection and ensuring a seamless user experience. The report advises a collaborative approach, where cybersecurity teams adopt best practices from developers, focusing on embedding security at every stage of the app development process.

This strategy includes prioritizing security in the initial design, employing multi-layered defense mechanisms, and adopting server-side threat monitoring to enhance decision-making on security measures. The goal is to shift the responsibility of building, testing, releasing, and continuously monitoring the security of mobile apps more toward cybersecurity teams.

This approach not only aims to alleviate the burden on development teams but also ensures that security measures are comprehensive and do not compromise the app’s functionality or user experience. By integrating these practices, mobile apps could achieve a harmonious balance of robust security and user-friendliness, aligning with evolving consumer expectations and the dynamic nature of cyberthreats.

The survey also highlights gender differences in security expectations, with female Filipino consumers more likely to react negatively to brands that fail to protect their mobile app data. This gender disparity underscores the importance of considering diverse consumer needs in app security strategies.

Compliance alone would not suffice; app makers need to ensure that their mobile apps are fully cyber-resilient and can stand up against modern malware and tools.

Tom Tovar, CEO and co-creator of Appdome, comments, “Filipino mobile consumers are highly cybersavvy and understand the need to protect data and use from security breaches, fraud and malware attacks. And, Filipino consumers have made it clear that mobile app protection matters to them. The good news for brands is that there is a real and material business value in protecting mobile apps better and going beyond basic compliance objectives.”

The Appdome survey underscores the significance of mobile app security in the Philippines. Filipino consumers are not only increasingly reliant on mobile apps for a range of activities, but they also hold strong expectations regarding app security. Mobile brands looking to succeed in this market must prioritize robust security features to meet these expectations and ensure consumer protection. The survey’s findings are a valuable resource for Philippine-based mobile brands, cybersecurity professionals, and mobile developers, guiding them to create and prioritize their mobile security strategies to align with consumer expectations in the mobile channel.