Data Privacy — Bandwagon effect
By the end of 2020, there were approximately 3.5 billion smartphone users worldwide (Source: Statista). The average smartphone user has 40 apps installed on the mobile phone; however, on average, only 10 apps per day and 30 apps per month are actively used (Source: TechJury, Simform).
A spike in the install of substitute apps for WhatsApp can be attributed to the bandwagon effect, where individuals adopt the behavior everyone else is doing as the majority can’t decipher the long and winding and constantly evolving privacy policies. When the apps are free, people tend to multi-home, where they use multiple apps, substituting a single app for the same purpose. This is just for one app, but imagine having to go through this for the 10 apps that one actively uses per day or 30 apps per month during the app lifetime. There needs to be a better way to achieve personalized privacy management. But personalized privacy management solutions alone can’t solve this problem as it’s just looking at the surface level. Instead, it should be at the data ownership level with implicit privacy.