Observed Signal · Mar 17, 2026 · Research Report · Source: Verve Group SE News Monitor · Impact: 2/5 · Sentiment: Positive
Shopping Apps Win User Trust: Data Sharing on the Rise
Verve’s 2025 In-App User Privacy Report, based on a survey of about 4,000 mobile users in the US and UK, finds shopping apps fare better than other app categories at securing user data. In 2025, 23.4% of shopping-app users said they were unwilling to share any personal data (down slightly from 24.0% in 2024), versus an average 35.1% unwilling across all app types. Users are most willing to share email (47.3%), name (41.1%) and gender (38.2%) with shopping apps; willingness to share health data rose from 6.5% in 2024 to 8.3% in 2025 (+1.8 pp, +27.7% relative). Regional and age differences persist: UK respondents are generally more willing than US respondents to share personal data (e.g., names: 43% UK vs 39% US), while younger cohorts (Gen Z, Millennials) decreased willingness to share names and mobile numbers. Verve and panelists recommend collecting high-value data later in the user funnel and offering clear value in exchange.
Survey data on in-app user willingness to share personal data informs first-party data strategies for shopping app publishers and advertisers; useful but not a platform policy or major industry-shifting event.
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Key Takeaways & Evidence Grounding
- Verve surveyed approximately 4,000 mobile users in the US and UK for the 2025 In-App User Privacy Report.
- In 2025, 23.4% of shopping-app users said they were not willing to share any personal data, compared with 35.1% unwilling across all app categories.
- Top data types shopping-app users were willing to share in 2025: email 47.3%, name 41.1%, gender 38.2%; mobile number willingness was 26.8%.
- Willingness to share health data among shopping-app users rose from 6.5% in 2024 to 8.3% in 2025 (+1.8 percentage points; +27.7% relative).
- Regional difference: 43% of UK respondents were willing to share their name with a shopping app versus 39% of US respondents.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
75% of Consumers Embrace Ads for Free Content!
Verve released the 2025 In-App User Privacy Report, based on an August 2025 Censuswide survey of 4,000 consumers across the UK and US, examining privacy concerns, personalization, and the value exchange in digital advertising. The study finds a shift toward ad-supported models: 75% say they are more willing to watch or receive ads for free content than two years ago (up from 67% in 2024), driven by subscription fatigue and tighter budgets. However, data usage remains a major anxiety, with 65% more concerned about data being used to train AI — a 20-point rise since 2024. Personalization continues to drive engagement, while 72% would be less likely to pay to remove ads if the ads were relevant. Demographic differences exist, and 65% feel more in control of privacy settings than two years ago. The report includes commentary from ID5, GeoEdge, and Singular and is downloadable from Business of Apps.
96% of Users Concerned About App Data Use
Clutch research, reported via MarTech Series on May 20, 2026, finds 96% of smartphone users are concerned about how apps use their personal data and 78% say they’ve become more cautious about granting permissions since the rise of AI. The survey reports behavioral responses: 74% have revoked app permissions they believed were misused, 71% have deleted an app, and 51% actively try to limit the data they share (data minimization). Additionally, 65% admitted granting permissions they were uncomfortable with just to access an app, while 39% assume their data is being misused. Clutch analyst Hannah Hicklen is quoted saying users link permissions to targeted ads, breaches and surveillance. The report highlights increased stakes due to AI models’ appetite for data and calls for greater transparency from app developers.
OpenAI Enhances ChatGPT Ads with Image Formats and Measurement
OpenAI is expanding its ChatGPT advertising offering with a new visual ad format that uses image carousels, initially appearing during image generation. The ads are clearly labeled and separate from content, and the rollout begins in October 2026 for US users and select advertisers, with plans to reach over 60 markets. ChatGPT now surpasses 1.2 billion weekly users, making it the largest AI-based consumer platform. Early results show strong performance, such as WeightWatchers' 15.3% lower cost per acquisition and high new-visitor rates for brands like Dose and Portland Leather. However, a TrafficGuard study reveals that ad clicks are 3.6 times more likely to come from datacenters or proxies compared to Google Ads, with invalid click rates ranging from 0.1% to 34%, indicating early ad fraud challenges. Advertisers are encouraged to verify performance independently.
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