New data reveals shifting consumer attitudes toward app data sharing and advertising
Verve has released its [In-app user privacy report 2025](https://www.businessofapps.com/in-app-user-privacy-report/?utmsource=newsannouncement&utmmedium=download&utmcampaign=verve-hosted-download-engagement)_, a comprehensive study surveying 4,000 mobile users across the US and UK. The report examines evolving consumer attitudes toward data privacy, personalized advertising, and the value exchange between users and publishers.
The research, conducted by Censuswide on behalf of Verve in August 2025, reveals a complex landscape where privacy concerns are intensifying even as consumers show greater willingness to share data under the right conditions.
Key findings
Growing acceptance of ad-supported models
Three in four consumers now say they are more willing to watch ads in exchange for free content than they were two years ago, up from two in three in 2024. This shift reflects growing subscription fatigue and presents new opportunities for advertisers and publishers.
How willing are you to watch/receive advertisements in exchange for free content compared to two years ago?
Source: Verve’s In-app user privacy report 2025
AI concerns surge
Concern over data being used to train AI jumped 40% year-over-year, with 65% of respondents now more worried than they were two years ago. The report found that 97% of respondents believe app publishers and platforms need greater transparency around data handling.
How concerned are you about your data being used to train AI compared to two years ago?
Source: Verve’s In-app user privacy report 2025
Strategic data sharing emerges
While privacy concerns are climbing across all categories, consumers are becoming more selective rather than completely privacy-averse. Users showed decreased willingness to share highly identifying information like names and contact details, but increased openness to sharing demographic and contextual data including health information, regional data, and personal characteristics.
Transparency drives trust
Understanding how data is used emerged as the primary factor in willingness to share. Approximately 55% of respondents who expressed an opinion felt more likely to share their data if they understood better how it was going to be used, though significant demographic differences exist, with confidence ranging from 76% among 25-34 year-olds to just 38% among those 55 and older.
Relevance is critical
Three in four consumers are more likely to pay attention to an ad if it’s relevant to them, and two in three said personalized ads help them discover new products. However, the report also reveals a “personalization-privacy paradox,” with demographic divides showing younger audiences (16-44) most receptive while consumers 55 and older remain skeptical.
Platform trust varies by context
Mobile apps emerged as the most trusted environment for data protection (29%), followed by desktop websites (26%) and mobile web (22%). Connected TV, despite commanding the highest attention for relevant advertising (32%), was perceived as the least secure platform.
The report includes detailed analysis across 11 mobile app categories, revealing that dating, gaming, and news apps face the highest user reluctance to share data, while shopping, social media, and streaming apps enjoy greater trust.
“Stronger privacy controls have helped the industry innovate, but the real opportunity lies in pairing that control with transparency. When consumers understand how their data is used and feel in control, they’re far more willing to engage. That ’s where publishers and advertisers can build lasting trust.” Aviran Edery, SVP & GM of Marketplace at Verve
The report also features expert perspectives from industry leaders including John Koetsier of Singular, Amnon Siev of GeoEdge, and Davide Rosamilia of ID5, who provide strategic guidance on navigating the evolving privacy landscape.
The full In-app user privacy report 2025 is available for download here.
