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MEF's Global Consumer Trust Report Highlights the Perils and Opportunities of Growing Mobile Privacy & Security Concerns
LONDON and LAS VEGAS, January 6, 2016 /PRNewswire/ --
- 41% of mobile users are "reluctant sharers" of their personal dataÂ
- Globally, 47% of consumers would pay extra for a privacy-friendly appÂ
- 21% of mobile users currently take no action to secure their device Â
Global mobile trade body Mobile Ecosystem Forum (MEF) today unveiled the results of
its Global Consumer Trust Report in association with AVG Technologies at the Consumer
Electronics Show (CES). The third annual report studies the attitudes and behaviours
relating to privacy and security of over 5000 mobile media users in Brazil, China, France,
Germany, India, South Africa, UK and USA.
The MEF report reveals that over a third (36 per cent) of consumers are put off
downloading and using more mobile apps and services due to privacy and security concerns.
This means for the fourth consecutive year trust remains the biggest barrier to growth
across the mobile ecosystem; with more than 52 per cent of respondents in the eight
countries studied deleting apps that worried them, over a third (38 per cent) stopping
using them altogether and a fifth (21 per cent) leaving negative reviews or warning
friends.
In addition, fewer mobile users are comfortable with the idea of sharing personal
information with app and mobile service providers. In 2013, 21 per cent of those studied
said they were always happy to share personal data with an app. By 2015, this has fallen
to just 6 per cent. Whereas the number of 'reluctant sharers' who do not wish to share
personal information but know they must if they want to use the app leapt to 41 per cent
from 33 per cent last year.
Significantly, almost half (47 per cent) said they would pay extra for apps which
guaranteed the data collected would not be shared with third parties, with more than one
in six (17 per cent) willing to pay a premium of more than 10% to ensure their data is
protected.
When it comes to device security, 23 per cent of mobile users who secure their device
now use more than one method of protection, with biometrics increasing from 7 per cent to
11 per cent year on year. However, 21 per cent of the study's respondents still take no
action to secure their device, suggesting consumer awareness still has some way to go.
MEF CEO Rimma Perelmuter commented "MEF's 4th Global Consumer Trust Report highlights
the significant consequences of consumers' growing concerns around data privacy and
security on the mobile ecosystem. Behavioural trends among consumers such as deleting apps
or ceasing to use apps already downloaded are clear indicators that the industry has to do
more to build a sustained and trusted relationship with consumers.
With 41% of mobile users identified as "reluctant sharers" of their personal data, the
MEF Report is a wake-up call to the mobile industry to collaborate and do more to instil
transparency and consumer trust in mobile services. This is why we continue to champion
industry best practice via our Global Consumer Trust Initiative and why such a broad
cross-section of the mobile industry are taking an active role.
Concurrently, the MEF Report identifies a clear opportunity for businesses that put
trust at the heart of their business with 47% willing to pay extra for privacy-friendly
apps. This is just one example of how the mobile industry can look to cater to the
trust-conscious consumer by establishing exciting new business models and services that
recognise mobile users with different needs."
"We must cooperate as an industry to go beyond simply being 'good enough' at
protecting our customers," said Harvey Anderson, Chief Legal Officer for AVG Technologies.
"Transparency and education need to go hand-in-hand with an industrywide commitment to
establish and hold each other to human-centered principles. People should not have to
trade privacy and security to benefit from the wealth of data-enabled services that are
available now and on the horizon, and it is up to us to create the right future."
Global round-upÂ
- Reluctant sharers who share data only because they have no other choice if they
want to use the app account for half of US and German mobile users (53% and 47%
respectively), a rise of a quarter in the US and a third in Germany.
- Concern around data privacy and security is greatest in China, USA and Germany (39%
vs. the 36% total). Chinese consumers have the highest security concerns (19%),
whereas Americans are most put off by data-hungry apps (18%).
- In Brazil, consumers currently assign greater sensitivity to their photos than their
financial information (28% vs. 11%). In India, contact information (23%) is considered
most sensitive.
For more information about MEF's Global Consumer Trust Report 2016 please go to XXX.
About MEFÂ
The Mobile Ecosystem Forum is a global trade body that acts as an impartial and
authoritative champion for addressing issues affecting the broadening mobile ecosystem. We
provide our members with a global and cross-sector platform for networking, collaboration
and advancing industry solutions. The goal is to accelerate the growth of a sustainable
mobile ecosystem that drives inclusion for all and delivers trusted services that enrich
the lives of consumers worldwide.
Established in 2000 and headquartered in the UK, MEF has Regional Chapters across
Africa, Asia, Europe, Middle East, North and Latin America.
About AVG Technologies N.V. (NYSE: AVG)Â
AVG is the leading provider of software services to secure devices, data and people.
AVG's award-winning consumer portfolio includes internet security, performance
optimization, location services, data controls and insights, and privacy and identity
protection, for mobile devices and desktops. The AVG Business portfolio, delivered through
a global partner network, provides cloud security and remote monitoring and management
(RMM) solutions that protect small and medium businesses around the world. For more
information visit http://www.avg.com.
The Mobile Ecosystem Forum
CONTACT: James Harrison, James@touchpaper.uk.com, +44(0)7904-160-840
MEF's Global Consumer Trust Report Highlights the Perils and Opportunities of Growing Mobile Privacy & Security Concerns
LONDON and LAS VEGAS, January 6, 2016 /PRNewswire/ --
- 41% of mobile users are "reluctant sharers" of their personal dataÂ
- Globally, 47% of consumers would pay extra for a privacy-friendly appÂ
- 21% of mobile users currently take no action to secure their device Â
Global mobile trade body Mobile Ecosystem Forum (MEF) today unveiled the results of
its Global Consumer Trust Report in association with AVG Technologies at the Consumer
Electronics Show (CES). The third annual report studies the attitudes and behaviours
relating to privacy and security of over 5000 mobile media users in Brazil, China, France,
Germany, India, South Africa, UK and USA.
The MEF report reveals that over a third (36 per cent) of consumers are put off
downloading and using more mobile apps and services due to privacy and security concerns.
This means for the fourth consecutive year trust remains the biggest barrier to growth
across the mobile ecosystem; with more than 52 per cent of respondents in the eight
countries studied deleting apps that worried them, over a third (38 per cent) stopping
using them altogether and a fifth (21 per cent) leaving negative reviews or warning
friends.
In addition, fewer mobile users are comfortable with the idea of sharing personal
information with app and mobile service providers. In 2013, 21 per cent of those studied
said they were always happy to share personal data with an app. By 2015, this has fallen
to just 6 per cent. Whereas the number of 'reluctant sharers' who do not wish to share
personal information but know they must if they want to use the app leapt to 41 per cent
from 33 per cent last year.
Significantly, almost half (47 per cent) said they would pay extra for apps which
guaranteed the data collected would not be shared with third parties, with more than one
in six (17 per cent) willing to pay a premium of more than 10% to ensure their data is
protected.
When it comes to device security, 23 per cent of mobile users who secure their device
now use more than one method of protection, with biometrics increasing from 7 per cent to
11 per cent year on year. However, 21 per cent of the study's respondents still take no
action to secure their device, suggesting consumer awareness still has some way to go.
MEF CEO Rimma Perelmuter commented "MEF's 4th Global Consumer Trust Report highlights
the significant consequences of consumers' growing concerns around data privacy and
security on the mobile ecosystem. Behavioural trends among consumers such as deleting apps
or ceasing to use apps already downloaded are clear indicators that the industry has to do
more to build a sustained and trusted relationship with consumers.
With 41% of mobile users identified as "reluctant sharers" of their personal data, the
MEF Report is a wake-up call to the mobile industry to collaborate and do more to instil
transparency and consumer trust in mobile services. This is why we continue to champion
industry best practice via our Global Consumer Trust Initiative and why such a broad
cross-section of the mobile industry are taking an active role.
Concurrently, the MEF Report identifies a clear opportunity for businesses that put
trust at the heart of their business with 47% willing to pay extra for privacy-friendly
apps. This is just one example of how the mobile industry can look to cater to the
trust-conscious consumer by establishing exciting new business models and services that
recognise mobile users with different needs."
"We must cooperate as an industry to go beyond simply being 'good enough' at
protecting our customers," said Harvey Anderson, Chief Legal Officer for AVG Technologies.
"Transparency and education need to go hand-in-hand with an industrywide commitment to
establish and hold each other to human-centered principles. People should not have to
trade privacy and security to benefit from the wealth of data-enabled services that are
available now and on the horizon, and it is up to us to create the right future."
Global round-upÂ
- Reluctant sharers who share data only because they have no other choice if they
want to use the app account for half of US and German mobile users (53% and 47%
respectively), a rise of a quarter in the US and a third in Germany.
- Concern around data privacy and security is greatest in China, USA and Germany (39%
vs. the 36% total). Chinese consumers have the highest security concerns (19%),
whereas Americans are most put off by data-hungry apps (18%).
- In Brazil, consumers currently assign greater sensitivity to their photos than their
financial information (28% vs. 11%). In India, contact information (23%) is considered
most sensitive.
For more information about MEF's Global Consumer Trust Report 2016 please go to XXX.
About MEFÂ
The Mobile Ecosystem Forum is a global trade body that acts as an impartial and
authoritative champion for addressing issues affecting the broadening mobile ecosystem. We
provide our members with a global and cross-sector platform for networking, collaboration
and advancing industry solutions. The goal is to accelerate the growth of a sustainable
mobile ecosystem that drives inclusion for all and delivers trusted services that enrich
the lives of consumers worldwide.
Established in 2000 and headquartered in the UK, MEF has Regional Chapters across
Africa, Asia, Europe, Middle East, North and Latin America.
About AVG Technologies N.V. (NYSE: AVG)Â
AVG is the leading provider of software services to secure devices, data and people.
AVG's award-winning consumer portfolio includes internet security, performance
optimization, location services, data controls and insights, and privacy and identity
protection, for mobile devices and desktops. The AVG Business portfolio, delivered through
a global partner network, provides cloud security and remote monitoring and management
(RMM) solutions that protect small and medium businesses around the world. For more
information visit http://www.avg.com.
The Mobile Ecosystem Forum
CONTACT: James Harrison, James@touchpaper.uk.com, +44(0)7904-160-840