MEF’s 7th annual Global Trust Report explores the smartphone and digital services usage of 6,500 smartphone users across 10 countries and considers their attitudes in relation to privacy, personal data, and trust.
The 10-market study is the barometer for consumer attitudes and behaviours towards trust in personal data on mobile. Field research was carried out in Q1 2021 in Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK and USA. The report reveals that the industry is falling short of expectations across key privacy and security dimensions despite increasing numbers of users taking action to protect themselves.
Key Findings
- Users sacrifice privacy and security for access to valued services
- Smartphone users begin to sense improvement in the mobile environment
- More and more users take protective steps, but remain exposed to harm
- Protective actions do not necessarily drive confidence
- Cost, knowledge and perceived complexity are key barriers
- Transparency and control are key values for users
Assurant, Inc. (NYSE: AIZ) is a leading global provider of lifestyle and housing solutions that support, protect and connect major consumer purchases. Anticipating the evolving needs of consumers, Assurant partners with the world’s leading brands to develop innovative products and services and to deliver an enhanced customer experience.
A Fortune 500 company with a presence in 21 countries, Assurant offers mobile device solutions; extended service contracts; vehicle protection services; pre-funded funeral insurance; renters insurance; lender-placed insurance products; and other specialty products. The Assurant Foundation strengthens communities by supporting charitable partners that help protect where people live and can thrive, connect with local resources, inspire inclusion and prepare leaders of the future.While user expectations are generally met for ease and convenience, the perceived experience falls far short when it comes to privacy and security, particularly for women and those aged over 45. This results in less usage of services.
A significant minority believe that privacy controls and security have improved in the past year. However, many others do not perceive any change, resulting in an uneasy value equation when it comes to sharing personal data.
The trend for taking protective action has continued, however, exposure to data harm is as prevalent as ever and few consider themselves fully protected.
Smartphone users’ sense of well-being is mixed. Our new segmentation reveals that those who take the most protective action still feel at risk, while those who consider themselves most confident are in fact the least likely to have taken protective actions or to have experienced harm.
Users could take more preventive action to defend their personal data but many lack the knowledge to navigate their options or report that services are too expensive.
To increase user confidence when sharing personal data with mobile apps and services, the top requirement is transparency and control over what data is stored.
MEF Members get exclusive access to the full Global Trust Report, including the underlying, by-country raw data to undertake their own analysis. Non-MEF Members can download an executive summary of the findings.
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