Get key insights from MEF’s 6th Global Smartphone User Survey – this week, looking at Smart Devices & IoT service via mobile (pre- Covid-19).
The most common barrier to using mobile apps and services is not wanting to give up personal data. In total, just over a third of users cite trust related barriers; the proportion of which has barely moved in the last year at a global level. In a related finding, a similar proportion of users (37%) say that a lack of trust is preventing them from using mobile apps.
Chinese users are the most likely to report trust related barriers at 41%, followed by India and Spain at 40%. Japanese users are the least likely to cite trust barriers at 25% and are relatively more likely than other markets to find using mobile apps and services complicated.
Increase in wariness results in more users refraining from using apps and services. There have been a number of year on year increases in ‘reactive’ measures such as deciding to stop using apps or deleting them altogether. 27% say that in 2019 they have frequently refrained from purchasing due to low trust.
Interestingly, the largest increase is in the proportion who have warned others
about a particular service – a reminder of the potent impact of word of mouth.