MEF-2021年消费者信任调查报告（英文）-2021.5-33页_2mb

2021 Consumer Trust Study Summary

Core Content

The 2021 Consumer Trust Study by the Mobile Ecosystem Forum (MEF) highlights the growing concerns of mobile users regarding privacy and security in the digital environment. Despite increasing efforts to protect personal data, users still feel at risk, overwhelmed, or indifferent about their data safety. The study emphasizes the need for the industry to better address these concerns and align with user expectations.

Main Findings

• User Expectations vs. Experience: Two-thirds of users expect organizations to respect their privacy and secure their data, but far fewer believe this is currently the case.
• Trust Gap: There is a significant gap between what users expect and what they perceive as being delivered in terms of privacy and security.
• Protective Actions: Over 84% of users have taken at least one protective action in the past year, such as changing privacy settings, using multi-factor authentication, or installing antivirus software. However, these actions do not necessarily translate into a greater sense of security or control.
• Demographic Differences:
  • Women and users over 45 are more likely to feel the gap between expectations and delivery.
  • Users in China and India show higher willingness to manage their data compared to other regions.
• Perceived Improvements: A significant minority (43%) believe privacy and security have improved, but many do not perceive any change, and some think the situation has worsened.
• Security Concerns: The biggest security concern is the risk of financial fraud and data breaches. Users are more concerned about actual or attempted data harm than minor issues like spam or junk email.
• Confidence in Data Sharing: Transparency and control over data usage are the top requirements for users to feel confident in sharing their data. However, many users still feel uncertain about the value of their data exchange.
• Trust in External Entities: Users trust themselves more than any external organization to manage their data. Companies offering security or privacy services are not more trusted than before.
• Barriers to Action: Perceived cost, lack of knowledge, and complexity are the main barriers preventing users from taking more protective measures.

Key Recommendations

• Improve Transparency and Control: Provide users with clear and unambiguous information about how their data is used and offer tools for managing and controlling data.
• Enhance User Education: Offer easily accessible and actionable personal information management education and support.
• Tailor Communication Strategies: Use different emotional engagement strategies to build trust with users, as there is no one-size-fits-all solution.
• Simplify Security Solutions: Develop more user-friendly and intuitive security tools and services to reduce perceived complexity and increase user adoption.
• Address the Privacy Paradox: Users are willing to sacrifice some privacy for convenience, but this does not mean they are satisfied with the current state of data protection.
• Differentiate on Trust: Vendors should focus on meeting user needs in privacy and security to stand out in a competitive market.

Segmentation Overview

• Unaware (8%): Users who believe they don't need to take any action to protect their data. Largest in India (14%), smallest in China (3%).
• Indifferent (19%): Users who take few actions due to unclear benefits. Largest in the UK (24%), smallest in Brazil (12%).
• Helpless (17%): Users who feel overwhelmed and unsure where to start. Largest in Spain and the UK (22%), smallest in Japan and China (10%).
• Impaired (24%): Users who take multiple actions but still feel at risk. Largest in China (40%), smallest in India (16%).
• Self-Assured (15%): Users who feel confident in their actions. Largest in India and South Africa (24%), smallest in France (11%).
• Empowered (17%): Users who take multiple actions and feel their risk is mitigated. Largest in Japan (23%), smallest in India and the USA (12%).

Methodology

• Conducted in January 2021, the study surveyed 6,500 smartphone users across 10 markets (650 per market).
• Year-on-year comparisons were made where appropriate.
• The study includes insights, surveys, and market guidance to promote consumer understanding and sustainable practices in the mobile ecosystem.

Conclusion

The study underscores the urgent need for the mobile industry to address the trust gap by providing more transparent, user-friendly, and effective privacy and security solutions. It calls for a shift in how the industry serves the connected individual, emphasizing the importance of user education, better data management tools, and a more proactive approach to security and privacy.