报告：数字时代的个人隐私和对品牌的长期信任

1、There is no escaping the fact we are living in an increasingly connected world. People all across the globe are connected throughout all aspects of their public and private lives. Were connected at home, at work, when were out for a drive, or with our friends. Were connected everywhere, and nearly a

2、ll the time.Over the last six years, the MEF Global Trust studies have clearly shown that peoples awareness of how their data is collected and used by industry is growing year-over-year. As more people learn that each and every digital connection they make leaves traces of their identity and persona

3、l information behind, more are saying they dont like it and have or will take action. In fact, 83% of consumers across 10 markets (an increase of 9% over last year) are actively taking steps to control and protect their personal information. They will delete an app or wont even download it in the fi

4、rst place. They will cancel a purchase or transaction if they dont believe their personal information is secure. They will choose not to engage a business if they feel an organization may misuse their trust or their data.This years MEF Global Trust Study presents industry leaders with an opportunity

5、. It suggests that organizations can reduce risk, increase revenues, and build trust with customers by delivering clear, consistent and transparent practices and policies. They also can empower consumers by giving them easy to use personal information management solutions (PIMS) to protect and take

6、control of their identity and personal information.Now is the time to act, as digital connections throughout society will continue to grow unabated. In fact, IDC predicts that by 2025 individuals will interact with a connected device nearly 4,800 times a day, or nearly every 3 seconds. As industry l

7、eaders I encourage all of us to band together and help people protect what matters most. That is, lets develop and deliver the practices, policies, interoperable standards, and solutions that will help people securely and safely access the Internet and digital services as they desire without having

8、to forgo their privacy and security. Lets give them what they want-control and sovereignty of their digital identity and personal data.Reduce Risk and Increase Revenues by Giving People What They WantSafe,Secure Digital Services and Personal Information ControlFOREWORDCraig TholeSenior Vice Presiden

9、t, Product22 2020 Mobile Ecosystem Forum LtdThe 6th Annual MEF Global Trust Report explores the smartphone and digital services usage of 6,500 smartphone users (hereafter “Users”) across 10 countries and considers their attitudes in relation to privacy, personal data, and trust.Where appropriate yea

10、r-on-year comparisons are based on the nine markets consistent with last years study (Brazil, France, Germany, India, Japan, South Africa, Spain, UK and USA). This year, Poland was replaced with China.BRAZILCHINAGERMANYINDIAJAPANSPAINUKUSAFRANCESOUTHAFRICA10 MarketsINTRODUCTION 2020 Mobile Ecosystem

11、 Forum Ltd3MethodologyStudy Definitions:PRIVACY: “Your ability to control your personal data and what datais shared about you when you use the devices.”PERSONAL DATA: “Any information thats unique to you that can be collected via the devices you interact with. Depending on what devices and services

12、you use, examples include your contact details, buying history, social media updates, photos and videos, travel history as well as financial information, health and fitness information and education.”TRUST: A construct derived within this study. An evaluation of users attitudes towards industry and

13、corporate reputations, transparency, security, data stewardship practices, and the data protection actions they take.More users take preventative actions, but perceive little benefitKEY FINDINGSTRUST IS IN DECLINE, IMPACTING THE BOTTOM LINEA number of indicators suggest a weakening of trust since 20

14、18, including a stronger sense of risk around data sharing and worsening perceptions of data security. Trust concerns result in a substantial proportion of users refraining from downloads, purchases and ongoing usage of apps and services.USERS WANT TO BE IN CONTROL OF THEIR DATAAmong study participa

15、nts, privacy remains as critical as ever, with 71% of users rating it as important. The findings suggest that users have an appetite for more data control, but that they are in the dark about who can meet their needs.Users are far more likely to trust themselves to manage their personal data than an

16、y external organisation - a trend that has become more established this wave.MORE USERS ARE TAKING PREVENTATIVE ACTIONS BUT THE BENEFIT IS UNCLEARThis year, we observed more users taking preventative actions to minimise potential harm they may experience from unauthorised access or misuse of their d

17、ata. However, even though users preventative actions have increased, these actions do not appear to have positively influenced perceptions of having control over data, nor has it weakened trust as a barrier to mobile services usage.DATA SURRENDER IS THE PRICE OF PARTICIPATIONAn increasing number of

18、users report using digital services, and they appear to understand that access to their data is the price they must pay for entry. Many feel they have no choice in the matter. 2020 Mobile Ecosystem Forum Ltd4MEF VIEWWe believe that, more than ever, there is a need for genuine user empowerment over p

19、ersonal data. Users feel that they are signing away their data and rights, bit by bit, and they have little power to do otherwise if they want to avail themselves of digital services. Levels of privacy and data exchange concerns among users suggest the current data for access business models may not

20、 be sustainable.Organisations have an opportunity to increase revenues, reduce cart abandonment and customer churn, improve reputations, and garner consumer trust by advancing new personal data management and protection approaches beyond adherence to industry-standard privacy and data regulations, s

21、uch as GDPR and CCPA.We encourage industry to provide access to tools and services that give users the ability to protect and manage the flows of their information as they see fit. It will be critical to provide an appropriate level of education regarding the benefits of these tools and services, to

22、 support users in navigating their options.CONSUMER TRUST BENCHMARKConfidence and trust are the result of multiple factors: beliefs, accepted behaviour, and historical evidence.In this study we assess trust based on several inputs including questions about privacy, security, control, confidence in o

23、rganisations, preventative actions and understanding of data usage.The trend shows a clear negative tendency across almost all areas.User trust dropped again in the last 12 monthsChosen not to make a purchase due to low trust (+6) Chosen not to install app due to excessive permissions (+7)Deleted or

24、 stopped using a service due to privacy/security (+5)Agree “I have some/full control of my data” (-1)“I trust myself” (+13) vs. “I trust external organisations” (-1 on average)Agree “privacy is important” (+1)Agree “it is important to know how data is used” (+1)Believe “data is kept safe by companie

25、s” (-2) Believe “there is a risk in sharing data” (-1) Aware of data harm to self/others (+10)Users driven to take action to protect their data (+7)Year On Year trend across trust related questionsPercentage point changes in bracketsSuggests “Trust” has strengthenedImpact on services and revenueFeel

26、ing of control over dataWho is trusted to manage my dataPrivacyTransparencySecurityProtectiveActionsSuggests “Trust” has weakened 1 = 1-4 point change2 = 5-9 point change3 = 10+ point change 2020 Mobile Ecosystem Forum Ltd5More users are taking preventative action but they dont feel in control of th

27、eir dataProportion who have taken one or more actionse.g. changing privacy/cookie settings or installinganti-virus software:More users are taking preventative actionyet there is no improved perception of control over data2018:76%2019:83% 2020 Mobile Ecosystem Forum Ltd6Base: All respondents, n=6,500

28、15%12%14%14%28%31%37%0%10%20%30%40%50%Not yet, but considered actingNone of theseLeft negative reviewUsed competing serviceWarned othersStopped using a serviceDeleted an app/serviceUsers are attempting to take multiple actions to protect themselves. Both proactive and reactive17%4%5%6%6%6%8%9%13%14%

29、14%15%17%19%21%23%23%0%5%10%15%20%25%Stopped/cleared cookies/browsing history Changed privacy settings for apps and services Installed & used anti-virus & malware software Enabled multifactor authenticationUsed a password manager Installed and used ad-blocking software Given fake personal info (name

30、, email etc)Used a virtual private network (VPN)Used secondary/fake email to sign up Asked someone to remove a post about you Asked a company or org. to delete data about you Asked a company/org. to see their data about you Purchased a credit monitoring serviceReported a company/org. re handling of

31、dataPurchased identity insurance Purchased darknet monitoring serviceNone of the aboveProactive actions -83% of users are taking one or more actionsBase: n=650 per market, total 6,500. *New answer option in 2019 study so no trend data availableChange v 2018(consistent markets)+5+5+9+2+3-1-6 2020 Mob

32、ile Ecosystem Forum Ltd7-7+2+2=n/a*+2+1+1n/a*=+1+2-1n/a* n/a* n/a*n/a*Reactive measures taken due to concerns over privacy/securityChange v 2018(consistent markets)Consumer wariness is resulting in an increase in restraint and reactive movesQuestion: During 2019, have concerns over privacy and/or se

33、curity caused you toBase: All respondents, n=6,50015%12%14%14%28%31%37%0%10%20%30%40%50%None of theseNot yet, but considered actingLeft negative reviewUsed competing serviceWarned othersStopped using a serviceDeleted an app/serviceReactive measures taken due to concerns over privacy/security+5+2-6Ch

34、ange since 2018 (based on consistent markets)+5+9+3-1The increase in wariness is resulting in more users refraining from using apps and services. There have been a number of year on year increases in reactive measures such as deciding to stop using apps or deleting them altogether. 27% say that in 2

35、019 they have frequently refrained from purchasing due to low trust.Interestingly, the largest increase is in the proportion who have warned others about a particular service a reminder of the potent impact of word of mouth. 2020 Mobile Ecosystem Forum Ltd8Trust concerns have a direct impact on usag

36、e of new servicesChosen not to install due to permissions32%44%23%Chosen not to purchase due to low trust27%43%31%Whether chosen not to purchase/install appYes, frequentlyYes, once or twiceNoChange to Yes since 2018(based on consistent markets)+6+7Users are engaging with more digital services than everyet over two thirds also say they refrain from purchasing or installing new apps, which is up significantly year on yearBase: n=650 per market, total 6,500 2020 Mobile Ecosystem Forum Ltd9Lessons for the industry:The industry is sitting on untapped potential: lack of trust continues to hinder