Mobile Ecosystem Forum: 10th Consumer Trust Survey Results
The Mobile Ecosystem Forum (MEF) has released its 10th Annual Consumer Trust Survey. The results are a vital tool for the mobile industry, updating stakeholders with the latest challenges and giving them the data they need to make powerful decisions.
The Survey was carried out from January to February 2024, on behalf of MEF, by On Device Research which surveyed 9,750 smartphone users, 650 in 15 markets.
This years’ study throws light on the challenges and the triumphs in building and maintaining trust between the mobile sector and its customers, by increasing awareness of how personal data is used, ensuring appropriate control over that personal data and providing confidence in security safeguards.
The key trends from previous surveys - data collection and mobile payments
Key trends from the same survey over the past ten years include:
The rise of the "Savvy Consumer"
There has been a strong emergence of the ‘savvy consumer’ who is extra cautious about data sharing. Such a consumer demands a higher level of control and transparency, while seeking services which empower them to manage their data.
Increased awareness of data collection and use
In many aspects, data security remains a top concern, with identity theft and data breaches factoring in as major worries. This is behind the increased adoption of protective measures like password managers and antivirus software.
Growing adoption of mobile payments
The use of mobile payments is rising, yet concerns about overspending remain. Mobile operators need to address these concerns in order to build trust in mobile payment solutions.
Rise of data abstinence
‘Data abstinence’ is choosing to limit data sharing, in order to assert control. This trend poses challenges for businesses that rely on data for personalisation and targeted advertising.
Key insights from the 2024 survey: Trust, transparency & security
Perceptions of ease, convenience, online confidence and privacy have all stagnated or even declined across the mobile sector, reversing a long-term upward trend. Results from 9,750 smartphone users said:
Trust
As with every sector, trust was cited as a critical factor. Trust in a brand influences consumer behaviour, from the apps they download, to purchases they make.
Transparency
Behind that, transparency and control are also paramount. Mobile operators must understand that the consumer demand for clear information about how their data is used is not a passing desire. Consumers want the ability to manage their data.
Security
As previous surveys have shown, security concerns remain high. Companies need to prioritise data security and proactively address consumer concerns to build trust. Yet, data protection tools and services also need to be easy to use and understand to encourage adoption. Educating consumers about data privacy and security is crucial to empower them to make informed decisions and protect themselves.
MEF's 10th Annual Consumer Trust Survey provides insights into the mobile industry
For Dario Betti, CEO of MEF, ten years is a significant milestone.
"This milestone provides an opportunity to reflect on progress and future trajectories,” Dario explains. “With the annual Consumer Trust Survey, MEF has championed the importance of consumer perception of safety and privacy in mobile for a decade."
"MEF's 10th Annual Consumer Trust Survey serves as a critical compass, providing invaluable insights into the current state of trust in the mobile industry,” said Gavin Patterson, Director of Data, MEF. “With a decade of experience in examining trust dynamics, this study offers a unique longitudinal perspective, tracking trends and identifying emerging concerns. It explores a wide range of factors, including fraud prevention, data privacy, security practices, and the impact of new technologies like 5G and artificial intelligence."
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