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MEF’s third annual study and second Global Consumer Trust Report identifies a worrying trend that year on year consumers trust concerns continue to grow. The study found that trust is the number one barrier to the growth of mobile content and commerce with 30 per cent of mobile media users citing it as he single largest obstacle to purchasing goods and services via their mobile device, yet just nine per cent claim to have actually had a negative experience.

The study in association with AVG Technologies looks at three key areas of trust: Privacy, Security and Transparency. Carried out by On Device Research, it analyzes 10,000 mobile media users in 13 countries. The study is part of MEF’s annual Global Consumer Survey which digs deep into consumer trends and attitudes, providing insight and analysis on the wider mobile content and commerce industry.

The global report is part of MEF’s ongoing activities to champion and advance Consumer Trust in the mobile industry. This was formalised in 2012 through the creation of a member-led Global Privacy in Mobile Applications Initiative.

In 2013 MEF launched – a free online resource that provides developers with a best practice short form privacy policy that delivers the transparency their users want.

Key Findings

  • 30 per cent of mobile media users cite trust as the single largest obstacle to using mobile to purchase goods and services
  • 42 per cent think it’s extremely important to know that an app is collecting and sharing data.
  • Transparency is particularly important to mobile users in the UK (63 per cent), the USA (65 per cent) and the highest spending mobile users (50 per cent).
  • 74 per cent say malware makes them more cautious when downloading apps, or will make them more cautious now they understand what it is.
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Executive Summary

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AVG’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.

On Device Research

On 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.