MEF’s annual Global Consumer Trust Survey in association with AVG Technologies studies the behaviours and attitudes of over 5000 consumers in eight countries including both developed and growth markets. Its analysis identifies key market trends and helps its members better understand the mindset of the end user and, crucially, how this is likely to impact the mobile ecosystem.

Our third annual report was launched at CES 2016 and conducted by On Device Research.

It clearly identifies growing awareness among all mobile media users when it comes to privacy and security. Its insights will help businesses be savvier when it comes to best practice data management. The survey also reveals a clear opportunity for businesses to leverage trust when it comes to innovating new business models and building sustainable relationships with mobile consumers.

The study is a comprehensive look at privacy and security from a consumer perspective in Brazil, China, France, Germany, India, South Africa, UK and US.

Key Global Findings

  • Reluctant sharers who share data only because they have no other choice if they want to use the app account for half of US and German mobile users (53% and 47% respectively), a rise of a quarter in the US and a third in Germany.
  • Concern around data privacy and security is greatest in China, USA and Germany (39% vs. the 36% total). Chinese consumers have the highest security concerns (19%), whereas Americans are most put off by data-hungry apps (18%).
  • In Brazil, consumers currently assign greater sensitivity to their photos than their financial information (28% vs. 11%). In India, contact information (23%) is considered most sensitive.
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About AVG

avgAVG’s mission is to simplify, optimize and secure the Internet experience, providing peace of mind to a connected world. AVG’s powerful yet easy-to-use software and online services put users in control of their Internet experience. By choosing AVG’s software and services, users become part of a trusted global community that benefits from inherent network effects, mutual protection and support.

AVG has grown its user base to 177 million active users as of December 31, 2013 and offers a protection, performance and privacy products and services suite to consumers and small businesses including Internet security, performance optimization, mobile security, online backup, identity protection and family safety software.

About On Device Research

ondeviceOn Device Research is a research company that gathers responses on mobile devices – so far we’ve sent over 2.3 million surveys across 53 countries. By conducting research on mobile phones and tablet computers we can reach consumers wherever they are, at any time and in any location. Mobile research also brings fresh, instant responses that accurately capture consumers’ feelings, thoughts and opinions.