The Mobile Ecosystem Forum (MEF) has released its 11th Annual Trust Study, which takes the global pulse of the mobile ecosystem – from the point of view of the consumer. And this year, for the first time, consumer trust in mobile is increasing, bucking the trend of the previous decade that has shown a consistent reduction in trust.
The study finds 45% of mobile users globally have been asked to verify their identity using a one-time passcode, a noticeable increase from last year. Yet, beneath this seemingly common security measure, a significant shift is underway in how we perceive and manage digital trust.
For more information: https://mobileecosystemforum.com/11th-annual-trust-study/
Countries like the UAE are now outright banning SMS OTPs for financial services, recognising the vulnerabilities associated with this method. This anecdote underscores a critical theme in the newly released 11th Annual Trust Study: the fundamental reshaping of trust in our mobile ecosystem.
MEF’s 11th Annual Trust Study is a pivotal report providing unparalleled insights into consumer perceptions and behaviours within the rapidly evolving mobile landscape. This year’s study reveals fresh dynamism in trust perceptions, particularly in emerging economies, and highlights both the growing willingness and increasing wariness of users regarding data sharing.
Conducted in December 2024 and January 2025, the study surveyed 11,050 smartphone users across 17 markets (countries), offering a comprehensive global snapshot of how trust is being redefined. The findings are invaluable for anyone looking to understand the intricate relationship between mobile technology and consumer confidence.
The study goes on to point out how there is now a fresh dynamism in trust perceptions. Following a period of stagnation, there’s renewed activity in mobile usage and heightened user attention to privacy and security. The Global Trust Index has increased to 60%, a significant shift driven by markets such as India, Mexico, Japan, and Italy. And users are more actively looking for signs of trust, the report says. Consumers are paying more attention to how their personal data is shared, with an increase in actions such as rejecting apps due to mistrust, scrutinising privacy policies, and employing data protection tools. 71% of users avoid sharing personal data online.
There’s also a growing acknowledgment of efforts by enterprises to educate users on data protection, with 59% noting improvements in this area. However, despite efforts, a fundamental lack of trust persists in many organisations, especially social media platforms, whose interests are often not perceived as aligned with users. Social media companies are the least trusted organization type in numerous countries.
As a result, user interest in regulation has risen across all areas, with preventing harmful content online and ensuring age restrictions being top priorities.
With over a decade of data this study gives a unique insight not only into today, but into the past and how Trust has evolved. It sheds light on the challenges and triumphs encountered in building and maintaining trust through increasing awareness of how personal data is used, ensuring appropriate control over that personal data, and providing confidence in security safeguards.
“With a decade of experience in examining trust dynamics, this study offers a unique longitudinal perspective, tracking trends and identifying emerging concerns. It explores a wide range of factors, including fraud prevention, data privacy, security practices, and the impact of technologies like 5G and artificial intelligence.” says Nichaolas Rossman, Ecosystem Director for Anti-Fraud at MEF.
“MEF continues to champion the importance of consumer perception of safety and privacy in mobile, and it is good to see that this is finally paying off with trust gradually increasing. Ensuring consumers have trust in the entire mobile ecosystem is essential for its long-term growth. It’s important to take it seriously because it is the right things to do, and because the future depends on it.” adds Dario Betti, CEO of MEF.
