As smartphones proliferate, new technologies including facial recognition, sensors and Near Field Communications (NFC) are expected to produce everyday services and applications that challenge traditional concepts of individual privacy. The average person as well as the “tech-savvy” mobile phone user may not yet be fully aware of the extent to which privacy and security are relevant to their mobile activities and how comparable it is to personal computer usage. We investigate perceptions and usage of mobile data services with privacy and security sensitivities: social networking, banking/payments and health-related activities to see if there is a relationship to usage behavior. Nationally representative survey data collected in 2011 from two markets: the US and Japan are presented to show demographic and cultural differences.