MEF’s 8th Annual Global Trust Study was carried out in February and March 2022. On behalf of MEF, On Device Research surveyed 6,500 smartphone users, 650 in each of 10 markets.
The study is the barometer for consumer attitudes and behaviours towards trust in personal data on mobile. Field research was carried out in Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK and USA.
Key Lessons for the Industry
- A prime moment for education – With many users recognising their increased mobile usage due to the pandemic, and a general sense of improvement in the privacy and security of their personal data, this may be a prime moment to respond with further educational messaging and empowerment.
- Regulation matters – In a world where many users take action but still feel exposed, regulation plays a critical role in championing user rights – and when understood by users it may boost safety perceptions, as observed in this year’s study.
- Build trust in new tech developments like AI and VR – Lack of understanding surrounding some newer developments has the potential to seed mistrust. Information about what these developments are, how they work, and any shift in the data exchange dynamic they may involve, will be a critical part of their establishment and user acceptance.
- Target solutions for social media – Social media is ever more pervasive, yet suffers low data security and transparency ratings. There is an opportunity for governments, regulators, tool providers and social media companies themselves to acknowledge this perception gap and set out ways for users to remain protected.
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Only a minority express positivity towards developments such as Artificial Intelligence, with some unclear what they are about. This hesitancy is likely to be exacerbated by concerns over personal data control and security.
Experiences of data harm remain prevalent, with most users feeling they lack adequate protection. Despite increasing numbers taking steps to protect their data, it remains difficult to assess the value of their actions.
Most users feel their mobile usage has increased. We see penetration growth in functional activities such as food ordering and payments, increased frequency in leisure pursuits such as social media, music and gaming, and evolving video consumption habits.
A higher proportion than in the past agree that apps/services respect their privacy, and that they are in control of how their data is used. However, there remains much room for improvement. In particular, social media companies are looked to for reassurance on data transparency and security.
Significant improvements are observed in perceptions of personal data control and security, particularly in markets where regulation has come into force – South Africa, Brazil and China.
