This infographic by BackgroundCheck.org details the attitudes and practices of users when it comes to cellular data.
First of all, of the 88% of adults who own a smartphone, 43% download apps. However, 54% of Apple users have decided against downloading an app because of personal information concerns. In one sense, this is a good sign because it reflects consumers' awareness of potential threats against their identity and information.
According to this cellular data infographic it appears a significant percentage of smartphone owners don't want their location tracked. 30% of smartphone owners reported turning off their location services at one time or another.
When it comes to physical theft of phones, one in three cell phone owners (smartphones or otherwise) have had their phones stolen or misplaced.