Evidence of the kind of hysteria the idea that smartphones are storing personal data about us all can be found in the furore that greeted the suggestions iPhones were tracking – and transmitting – user's movements back in April.

Even analytics platforms have run into trouble with Apple in the past, with apps running such software forced to notify users just how and when such data would be used.

There's little suggestion that such 'scandals' have had any impact on consumer behaviour.

In the view of mobile security firm AdaptiveMobile, however, that's because we're simply not aware that such practices exist.

Security slip

Based on the firm's 1,024-strong consumer survey on global security, AdaptiveMobile claims almost 7 in 10 mobile users believe 'privacy breaches' – such as delivering someone's physical location to the app creator – are unacceptable.

That's a curious stance, given the vast majority of apps either ask for permission to source such data, or display an icon detailing the activity.

Conversely, AdaptiveMobile believes most smartphone users – 65 percent of those on iPhone, in fact – are unaware apps act in such a way.

"We are downloading more apps than ever before, but people are unaware that their location and other information can be harvested by applications," said VP of handset security Ciaran Bradley.

"This is comparable to half of the population being unaware that they need to lock their front door. Whilst mobile operators do have a role to play to protect users, both need to step up and take responsibility."

Data d-day

AdaptiveMobile's interest in such claims, of course, is self explanatory, though the firm's numbers do highlight a disparity between users of different platforms.

Windows Phone users, the firm alleges, are far more "responsible", with almost a third "promising to stop downloading free applications if they had any doubt that their personal information was not safe".

The problem with this industry wide lack of awareness, however, is that AdaptiveMobile believes it leads to "cybercrime".

That's quite a leap to make, considering the survey itself details only the collection and potential selling of data such as a user's name and location on to third parties.

The problem, the company believes, is that there's the potential that all such information could be stolen.

"If we are to slow the rise in cybercrime, consumers need to become more aware of the need for phone security, and operators should provide protection against the unauthorised or inadvertent leakage of personal data to guard and build trust with their users," concluded Bradley.

"Not only will this frustrate hackers and other cyber criminals, but also ensure that consumers can have a safe mobile experience."