The report explores the key areas of trust, privacy, transparency and security to identify their impact on mobile consumers globally from purchasing a new device to downloading apps or paying for goods and services.
Trust remains the largest single obstacle to growth in the mobile content and commerce industry. Forty percent of respondents indicated that a lack of trust is the number one factor that prevents them from downloading items more often.
This is particularly the case with apps - where almost half of respondents (49%) said that trust prevented them from downloading apps or using them once they are installed. Over one-third (34%) said it stopped them buying any mobile apps and services.
The US experienced the largest increase in a lack of trust of the markets studied, at 35% (up 9% year-on-year), and in Africa, South Africa went from 31% in 2014 to 35% in 2015 (up 4%), Kenya went from 24% in 2014 to 28% in 2015 (up 4%), and Nigeria went from 27% in 2014 to 29% in 2015.
Alongside this growing mistrust, the study also revealed an increase in resistance to sharing personal information such as location, address book details or health records, with apps. Seventy-two percent of mobile users said that they are not happy sharing such information and almost two in five (39%) claimed never to do so.
African countries show the most lack of trust when using apps. South Africa was 58% (9% above average), Kenya was 60% (11% above average), and Nigeria was 53% (4% above average).
Linked to this unease is the need to improve the way apps communicate about the data they collect. Many consumers feel that app stores and device manufacturers should take greater responsibility for protecting their personal information. Thirty percent of respondents said this would foster greater trust in the mobile platforms, and 63% said that they considered transparency important or extremely important (compared to 49% last year).
Transparency in what an app does with personal data and linked to things like clear, short-form privacy policies is especially important to South Africans: 80% say it's important or very important.
Methods of self-protection have also decreased across the board, with less people taking the time to read app store descriptions, long privacy documents or ask friends and family for advice. The most popular method for self-protection was 'downloading a privacy protection app', at 31%.
While the results showed that the threat of malware is rising in consumers' consciousness - with most people acknowledging that it is likely to affect them - caution around malware has decreased. Only 48% of respondents said malware would make them think twice when downloading apps compared with 74% last year.
Andrew Bud, MEF's Global Chairman, said: "Trust is the most important asset of any business and consumer confidence must underpin the mobile ecosystem. The sustainability of the mobile industry depends on it. As mobile devices and services evolve, consumers will hold business ever more accountable.
"MEF's 2015 Consumer Trust Report highlights how trust issues are impacting on consumer behaviours in different markets. It is absolutely clear that the mobile industry must create equitable, informed partnerships with consumers, putting trust at the centre of the relationship. Consumer trust must be earned by consistently applying high levels of transparency, security and privacy to every mobile interaction."
Judith Bitterli, Chief Marketing Officer of AVG Technologies, added: "Building consumer trust is a two-part process. Whilst the mobile industry must take responsibility for increased transparency, it is equally important that consumers take their own steps to protect themselves and that they are consistent in their approach. This research showed that while consumers are taking certain steps towards greater protection, there are a number of worrying missteps that are putting their privacy and security at risk."
Part of MEF's ongoing activities to champion and advance consumer trust in the mobile industry, the annual Global Consumer Trust Report is now in its third year and provides vital data, analysis and insights on how consumers consider the efforts of the mobile industry in tackling the trust issues that affect their ongoing participation in every aspect of mobile content and commerce.
