Almost a quarter (24%) of consumers say that on-device security that protects against fraud and malware threats and attacks is more important than features, while 13.7% hold the opposite view, according to a mobile app security study by mobile security vendor Appdome.

Sixty-two percent of respondents demand both security and the best features and 93 percent would “promote a brand if the mobile app protected their data and use.”

The survey – the second conducted by the company — includes the views of 25,000 consumers from 11 countries. It suggests that they are extremely aware of mobile security and place a high value on apps that put a priority on keeping them safe.

“Mobile app growth continues to outpace web and online channels as the consumers’ preferred way to interact with brands, and they have made it clear what protections are needed in every app they use,” Appdome CEO and co-creator Tom Tovar said in a press release.

Mobile App Security Study

Other key findings from the Global Consumer Expectations of Mobile App Security report:

• Mobile app protections which go beyond the login screen and data protection are demanded by 70.4% of respondents. They want anti-fraud and anti-malware protection built into the mobile app.
• About two-thirds — 67.9%– would abandon a brand if they perceived that the mobile app did not protect against on-device threats. Forty-four percent said they would also tell their friends to abandon the brand.
• Seventy-three percent would abandon a brand if they experienced an unprotected hack or attack from an on-device threat, with 47.4% saying they would tell their friends to abandon the brand.

Appdome is a mobile security firm that features the Data-Driven DevSecOps platform. The company holds five patents.