App users are willing to share their personal information if they trust a company and if they understand how doing so will benefit them, according to a new survey from Kansas City-based Moblico and mCordis, a Bay Area mobile advisory firm.

The study involved more than 1,000 tablet and smartphone users between the ages of 13 and 65. About half of those surveyed said they are willing to share their personal details with businesses, if it led to the consumer receiving “relevant, targeted, personalized communication and information.”

“It’s increasingly imperative for digital and mobile marketers to understand the preferences of the app user when marketing to them,” said Pierre Barbeau, the CEO and co­-founder of Moblico. “What we learned from this study is that consumers of all age groups are open to sharing their personal information—but only if they trust an app, and only if they feel rewarded for doing so.”

Personalization is a standard tactic in other forms of direct marketing, but app developers appear to have shied away from it.

“Surprisingly, however, just half of respondents indicated that they have been asked to provide some level of personal information by their app providers,” said Michael Becker, managing partner at mCordis. “This leaves the door wide open for marketers to do a better job.”

A full copy of the study is available to download for free at this website.

Moblico is a past winner of the 25 Under 25® Award.