Project Manager Ross Flynn shares excerpts from MEF’s 9th Annual Global Trust Study carried out in January and February 2023.
The study is the barometer for consumer attitudes and behaviours towards trust in personal data on mobile. Field research was carried out in Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, South Africa, Spain, the UK and the USA.
The vast majority of mobile users have some level of concern for remaining in control of the data they share – only 12% say they do not worry about this. Yet most are not achieving true control over the data they share with apps and services. The top three factors that provide a sense of control all centre around abstaining from sharing information where the user does not feel comfortable.