MEF-报告：数字时代的个人隐私和对品牌的长期信任（英文）-2020.8-11页_1mb

6TH ANNUAL MEF GLOBAL TRUST REPORT SUMMARY

Core Content

The 6th Annual MEF Global Trust Report highlights the growing concern among consumers regarding their personal data and digital privacy. As digital services become more integrated into everyday life, users are increasingly aware of how their data is collected and used, leading to a rise in preventative actions and a decline in trust in digital platforms.

Main Findings

• Consumer Awareness and Action:

  • 83% of consumers across 10 markets are actively taking steps to control and protect their personal information.
  • This includes deleting apps, not downloading them, or canceling purchases due to concerns about data security.
  • Users are more likely to trust themselves than external organizations to manage their data.

• Trust Trends:

  • Trust in digital services has declined over the past year, with a noticeable impact on consumer behavior.
  • Users feel they have little control over their data despite increased awareness.
  • The report shows a negative trend in trust across multiple areas, including privacy, security, transparency, and data stewardship.

• Preventative Measures:

  • A significant number of users are taking both proactive and reactive measures to protect their data.
  • Proactive actions include changing privacy settings and installing security software.
  • Reactive actions are taken in response to privacy or security concerns, such as deleting apps or refraining from purchases.
  • Despite these actions, users still perceive a lack of control and do not feel these measures have improved their sense of security.

• Data as a Price of Participation:

  • Users understand that access to digital services often requires sharing their personal data.
  • Many feel they have no choice in this matter, indicating a potential sustainability issue with current 'data for access' business models.

Key Insights and Recommendations

• User Empowerment is Critical:

  • The MEF emphasizes the need for genuine user empowerment through better control over personal data.
  • Organizations should move beyond compliance with regulations like GDPR and CCPA and adopt more proactive approaches to data management and protection.

• Interoperable Standards and Solutions:

  • The development and delivery of interoperable standards and solutions for personal information management (PIMS) is encouraged to enable users to securely and safely access digital services while maintaining privacy.

• Education and Transparency:

  • There is a need for increased education and transparency regarding data usage and protection tools.
  • Users must be informed of the benefits of these tools to make informed decisions about their data.

• Industry Collaboration:

  • Industry leaders are urged to collaborate and support the creation of solutions that align with user needs and expectations.
  • This includes providing tools that allow users to manage and protect their data effectively.

Market Overview

The report covers 10 key markets: Brazil, China, France, Germany, India, Japan, South Africa, Spain, UK, and USA.
These markets show similar trends in data awareness, privacy concerns, and trust issues, with some notable variations in specific behaviors and perceptions.

Impact on Business

• Consumer Trust and Revenue:

  • Trust concerns are directly impacting the usage of new digital services and affecting business revenues.
  • Users are less likely to engage with services they perceive as insecure or untrustworthy.

• Cart Abandonment and Churn:

  • The report suggests that improving trust can help reduce cart abandonment and customer churn.
  • Organizations that prioritize user privacy and data control are likely to see better engagement and loyalty.

Conclusion

The MEF Global Trust Study underscores the importance of building and maintaining consumer trust in the digital age. With increasing data awareness and a rise in preventative actions, organizations must adapt by providing greater control, transparency, and security for users. The report serves as a call to action for the industry to develop more user-centric data management solutions and to foster a culture of trust and empowerment.