1、CONTENTSFOREWORD.3EXECUTIVE SUMMARY.4BUILDING TRUST IN THE MOBILE ECOSYSTEM.9BEHAVIOURS AND ATTITUDES IN THE PERSONAL DATA ECONOMY.18CONSUMER APPETITE FOR DATA-DRIVEN PRODUCTS AND SERVICES.26APPENDIX.35ABOUT THE STUDY.46#GCTS17BACK TO CONTENTSCONSUMERS WANT TO BE CONNECTED, PROTECTED AND RESPECTED.I

2、ts no secret. We are in the midst of a digital revolution. And consumers want to be connected to everything, by everything, and from anywhere. They expect to connect to services with the same omnichannel experience whether from a computer or a mobile device. Security, privacy, identity and digital t

3、ransformation professionals must ask the question: “Has anything changed since last year?” It has. From where I sit, organizations need to become more privacy aware just to survive. Regulatory stakes are increasing rapidly as consumers become more savvy about how their personal information may be us

4、ed. Regulations like the EU General Data Protection Regulation and the financial worlds PSD2 are bearing down on organizations even as the business stakes also rise.New regulations and privacy awareness are a golden opportunity to build trust and respect with the consumer. Addressing privacy using a

5、 business framework approach, including a methodology that “leans in” to consent with confidence, will ensure more robust trust relationships with consumers. Customers will take action based on trust and they are more likely to purchase from consumer product companies that they believe protect and r

6、espect their personal information. The results of MEFs 2017 Consumer Trust Study support the notion that there is a mutually beneficial value exchange when it comes to a trusted digital relationship. In exchange for a richer user experience, customers will share more data if they can trust what will

7、 be done with that data. And your business wont miss out on relationships that go dark when users walk.Digital identity is at the very core of processing, storing and ultimately respecting personal data. In a hyper-connected market, many businesses have multiple back-end databases. The challenge is

8、assuring consumers are protected from end to end, across products and services. We can successfully achieve the goal of connecting, protecting and respecting consumers by empowering the consumer with capabilities to provide consent and privacy preferences for their digital footprint.Its critical to

9、build and implement a comprehensive strategy that will satisfy compliance guidelines today and continue to build trusted relationships tomorrow. Digital identity and access management satisfies your customers wishes for privacy and consent and allows you to trust your users authenticity. In todays b

10、usiness, trust really does conquer all.FOREWORDEVE MALER,VP INNOVATION & EMERGING TECHNOLOGY,FORGEROCK3BACK TO CONTENTSEXECUTIVE SUMMARY#GCTS17BACK TO CONTENTSINTRODUCTION5The backdrop of MEFs 2017 Global Consumer Trust Study sees a rapidly changing global regulatory landscape when it comes to data

11、protection. In May 2018 the European Commissions General Data Protection Regulation (GDPR) will come into force affecting any business collecting data from European citizens. All data processors most companies will be required to put the customer at the heart of any data exchange. Meanwhile, in the

12、US privacy laws are under scrutiny and around the world new internet laws are being debated. The key principles of privacy, security and identity are rapidly becoming regular boardroom topics. Consent, control and data portability are the new language of product and service design. Consumers must gi

13、ve permission before any data is collected. Data must be transferrable and it must be deleted or returned upon request. Critically, these and other rules will need to be implemented in ways that improve the customer experience, not detract from it.MEFs Consumer Trust Initiative was established in 20

14、11, a multi-stakeholder working group united by a commitment to drive best practice and innovation when it comes to consumer data. This consumer study is now in its 4thyear and is part of the groups ongoing education programme to raise awareness of the importance of privacy, security and identity. T

15、he research showcases the attitudes and behaviours of smartphone users globally when it comes to the apps and services they use to gain insights into their understandings and motivations around personal data. One of the goals of this years study was to help businesses understand both the impact and

16、opportunities of both new data regulation and changing consumer trends to demonstrate the importance of building trust. This year it appears consumers are more aware than ever before of the value of their data. They know they may be affected if their data is misused or abused, and they are also incr

17、easingly aware of its commercial worth. Consumers are now more likely to engage in better control or protection of their data but also seek opportunities to benefit from this new currency. Clearly the challenges facing all data holders and enablers of data-driven products and services are considerab

18、le. Yet the opportunities to build consumer trust are arguably greater. A new generation of services are emerging that give consumers the tools they need to take control of their data. The more mobile users engage with their data adding to it, updating it, verifying it, providing permission for its

19、use the more valuable the data becomes to the company holding it. INTRODUCTIONPORTABILITYSECURITYIDENTITYCONSENTTRANSPARENCYPRIVACYRIGHT TO BE FORGOTTENBACK TO CONTENTSINTRODUCTION (Cont.)6This report highlights some of the challenges and opportunities we as an industry are facing when it comes to m

20、anaging and leveraging personal data. It demonstrates the importance of key data principles and identifies new behaviours and demand for services that build greater trust in the customer journey. The study is supported by ForgeRock, Orange, and digi.me and was carried out in partnership with On Devi

21、ce Research. It surveys 6,500 consumers in 10 markets providing insights from smartphone users across Belgium, China, France, Germany, Poland, Romania, South Africa, Spain, UK and USA. In this report we analyse some of the key global findings taking a deep-dive into the following areas:Drivers and i

22、mpact of trust in the mobile ecosystemBehaviours, attitudes and motivations when it comes to personal data and key data protection principlesConsumer appetite for data-driven products and servicesThe appendix also includes additional charts and country data for your reference.INTRODUCTIONBACK TO CON

23、TENTSKEY FINDINGS 7When asked why they dont use more apps and services 40%named one or more trust issues as the most important barrier. Privacy (16%)remains the most influential trust-related concern, closely followed by security (15%).86% took action as a result of trust concerns, e.g. including wa

24、rning friends & family and using a competitive service.Almost half (47%) would recommenda trustworthy appto friends and family.When asked what makes an app or service trustworthy, 33%said a clear, simple privacy statement.75%say they read a privacy policy or terms & conditions before signing up to a

25、 mobile app or service.Half of all respondents named bad UX as the number one reason to lose trust in an app or service.Mobile users trust banks & credit cards (46%)and doctors & hospitals (45%) most to manage their data. The number who said they are always happyto share data halvedfrom 6-3%, while

26、39% said they never share it. Asked why they are concerned about personal data falling into the wrong hands, 47%referred to identity theft.KEY FINDINGSBACK TO CONTENTSKEY FINDINGS (CONT.)853% know they are not in control of the way their data is used. 39%reluctantly agree to terms and conditions 14%

27、 arenever asked for permission before their data is collected.Financial details, e.g., bank & credit cards, are considered most sensitiveby mobile consumers (55%).The Reluctant Sharer has been replaced by the Savvy Consumer. A smartphone user that jealously guards their privacy and security, but who

28、 at the same time rewards trustworthy apps and services.When asked what companies could provide in exchange for personal data, consumers considerprivacy-protectionand accessto their data more important than financial and other rewards.43% said theyd be interested in a privacy-focussed app that shows

29、 what data is being collected across all of the users connected devices.Many mobile users can already picture how data portabilitymight make their life more convenient. KEY FINDINGSBUILDING TRUST IN MOBILE IN THE MOBILE ECOSYSTEM#GCTS17BACK TO CONTENTSWHAT IS IT ABOUT AN APP OR SERVICE THAT MAKES IT

30、 TRUSTWORTHY?10What are the behaviours that build trust and what actions will erode it? Which elements within an app or service build user confidence, and which give cause for concern?The 2017 study revealed key themes when it comes to building trust. First, transparency is vital. When asked what ma

31、kes an app or service trustworthy, more consumers named a clear, simple privacy statement (33%) than any other attribute. Closely linked to transparency is communication. 19% want to be able to speak to someone.Separately, we asked what providers could do to give people more trust in the way an app

32、or service used their data. Transparency was referenced once again: 38% want it to be clear what information is being collected and what is to be done with it. Women and older users in particular are driven by transparency. 41% of women said it made an app or service trustworthy vs 29% of men. 37% o

33、f those aged 35 and older said transparency had a positive impact vs. 32% of younger users. Customer relationships are also key. 32% said that recognising the company behind an app or service immediately lends it credence. A further 20% said the longer an app or service has been in the market the mo

34、re trustworthy it becomes. The study also reveals the importance of influencers. 29% cited positive media coverage or reviews and 27% said recommendations from friends and families had a positive impact on an app or services trustworthiness.Finally, governments around the world should take note: app

35、s and services with a civic purpose dont automatically gain trust with mobile users. Just 17% said that a public service made an app trustworthy. BUILDING TRUST IN MOBILE IN THE MOBILE ECOSYSTEM16%17%27%29%20%32%19%33%BACK TO CONTENTSCONSUMERS TRUST SERVICES THAT PUT THEM IN CONTROL11GDPR asserts th

36、at users must be at the heart of the data collection process. Judging by the research, consumers agree. When asked what would help build trust in app and services, almost half (42%) replied that they wanted to be able to have their data deleted. 40% said they wanted to be able to withdraw permission

37、 for it to be used and 38% want transparency and to have control over whether their data is shared with third parties. 37% want to be able to decide what kind of information is shared and 28% want to mandate how long data is stored before being automatically deleted.WHICH OF THE FOLLOWING WOULD HELP

38、 YOU HAVE MORE TRUST IN HOW AN APP OR SERVICE USES YOUR DATA?BUILDING TRUST IN MOBILE IN THE MOBILE ECOSYSTEM42%40%38%38%37%28%23%22%Can request that all information is deletedCan withdraw permission to use my dataClear what information is collected and what is done with itCan decide whether it is s

39、hared with third partiesCan choose which types of information are being collectedCan decide how long that information is stored for before it is deletedContact mechanism to talk to the providerI can request that my information is returned to me or sent to another providerBACK TO CONTENTSBAD USER EXP

40、ERIENCE IS THE FASTEST WAY TO LOSE TRUST12Half of all respondents (50%) named bad user experience as the number one reason to lose trust in an app or service. Providers should be clear that user interfaces, good design and on-boarding protocols are vital to reassuring the consumer that they are in s

41、afe hands.Two other factors emerge. First, 41% said the lack of a privacy policy makes them lose trust. A design fundamental in the way users perceive apps and services. The second is the role of influencers. Negative reviews (43%), news stories and feedback from friends and family (both 36%) are ci

42、ted as grounds for mistrust. German mobile users in particular (50%) are likely to lose trust as a result of negative news stories.BUILDING TRUST IN MOBILE IN THE MOBILE ECOSYSTEM9%36%36%41%43%50%WHAT MAKES YOU LOSE TRUST IN AN APP?BACK TO CONTENTSWHO DO CONSUMERS TRUST TO MANAGE THEIR DATA?13Who do

43、 consumers trust to manage their data? Themselves, obviously. The majority of respondents (67%) want to take on the management of their own data. Good news for the so called Personal Data Ecosystem driven by Personal Information Management Service providers (PIMS) that allow users to control who can

44、 and cant access their personal information. However, it is interesting that a third (33%) did not respond myself perhaps recognising that benefits also come with required effort. Women were more likely to want to manage their data (75% trust themselves the most vs. 63% of men). The same goes for So

45、uth Africans (79%) whereas in Poland it was just 57%. When it comes to the organisations that are most trusted to manage data, mobile users identified two clear favourites. Banks and credit card companies came top with 46% with doctors and hospitals close behind at 45%. There is a marked drop betwee

46、n these two groups and the third placed organisation, though Chinese mobile users were much more likely to say they would place their faith in government (51%). Given the investment in smart cities and other data driven services with a civic purpose, it demonstrates the work that still needs to be d

47、one to build trust.Facing a similar challenge are mobile operators. While there is a clear opportunity to act as a safe harbour for their customers mobile data the results show that this trusted relationship is not yet defined in the minds of the customer.Meanwhile, just 14% trust their utility comp

48、anies with their data. Consumers are likely unaware of the data collection enabling connected home apps and services. Finally, the study found only 10% of consumers trust both retailers and social networks despite the advanced engagement strategies of these verticals, for example recent efforts by s

49、ocial platforms to improve transparency. BUILDING TRUST IN MOBILE IN THE MOBILE ECOSYSTEM67%7%9%10%10%14%22%27%45%46%BACK TO CONTENTSA LACK OF TRUST IS STILL HOLDING THE MOBILE MARKET BACK14For the third year we asked smartphone users why they dont use more apps and services. For the third year in a

50、 row the answer is a lack of trust. The number of respondents naming one or more trust issues as the most important barrier increased from 35-40%, the equivalent of a rise of 15% year-on-year.Older consumers are more likely to cite trust as the main barrier. 45% of those aged 45-55 said trust issues