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[nectar_single_testimonial testimonial_style="basic_left_image" image="165549" quote="MEF's 10th Annual Trust Study serves as a critical compass, providing invaluable insights into the current state of trust in the mobile industry. Unfortunately, despite some individual market variations, the overall 2024 Trust Index score remains relatively weak and has failed to improve on last year. This landmark study delves into the evolving perceptions and expectations of consumers, enterprises, and other stakeholders, shedding light on the challenges and triumphs encountered in building and maintaining trust through maintaining awareness of how personal data is used, control over that personal data, and belief in security safeguards. With a decade of experience in examining trust dynamics, this study offers a unique longitudinal perspective, tracking trends and identifying emerging concerns. It explores a wide range of factors, including fraud prevention, data privacy, security practices, and the impact of new technologies like 5G and artificial intelligence. We invite you to explore the wealth of knowledge within these pages and join us in the ongoing journey to elevate trust in the mobile ecosystem." name="Gavin Patterson" subtitle="MEF Director of Data"][nectar_single_testimonial testimonial_style="basic_left_image" image="166373" quote="``The 10th annual MEF Global Consumer Trust Report reveals a concerning trend: data abstinence. Despite the mobile economy's growth, the quantity and quality of shared information are declining.67% of users globally avoid sharing personal data, and only 12% are unconcerned about data control. Actions like deleting accounts and minimizing data sharing are impacting social media platforms, as users become increasingly passive, leading to less rich data profiles. The industry faces challenges from both fake accounts and users limiting their data. To combat this, the industry must proactively address these perceptions. Data sharing can remain a valid and thriving market, but only with reinforced long-term user buy-in. The entire data supply chain needs to demonstrate care for end-user concerns. The MEF community is committed to delving deeper into this issue. It's not a time for alarm, but complacency isn't an option either. The focus is on collaboratively building the next paradigm for a data economy that prioritizes user trust and data control.``" name="Dario Betti" subtitle="CEO, MEF"]