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.
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.
Countries like the UAE are now outright banning SMS OTPs for financial services, recognizing 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, 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.
Key takeaways from the 2025 MEF 11th Annual Trust Study include:
- 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.
- Redefined data environment: Users are increasingly aware of advancements in artificial intelligence, which brings both excitement and apprehension. A notable 61% of users are neutral or negative about AI.
- Growth in Data Harms: Negative data experiences are more frequently reported this year, encompassing everything from spam and phishing to identity theft, reinforcing user concerns. Unsolicited messages and calls are now a reality for half of mobile users, reaching an all-time high.
- Users more actively looking for signs of Trust: Consumers are paying more attention to how their personal data is shared, with an increase in actions such as rejecting apps due to mistrust, scrutinizing privacy policies, and employing data protection tools. 71% of users avoid sharing personal data online.
- Efforts by organizations are being recognized: There’s a growing acknowledgment of efforts by enterprises to educate users on data protection, with 59% noting improvements in this area.
- Fundamental lack of trust in some organizational agendas: Despite efforts, a fundamental lack of trust persists in many organizations, 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.
- Increase in regulation interest: 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.
MEF’s 10th Annual Consumer Trust Survey is an essential tool for the mobile ecosystem, letting stakeholders know where the issues lie and ensuring they have the data needed to make decisions about the future development of products and services. By understanding consumer concerns, companies operating in the mobile ecosystem can work towards allaying those fears.
“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.” said 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.” said Dario Betti, CEO of MEF.
For more information: https://mobileecosystemforum.com/11th-annual-trust-study/
Editor’s Notes:
Nicholas Rossman, Ecosystem Director for Anti-Fraud at MEF is available for comment and briefings.
If you would like a copy of MEF’s 11th Annual Trust Study, please let us know and we can arrange this for you.
For media enquiries please contact Dorothea at Panpathic Communications – Dorothea@panpathic.com
ABOUT THE MOBILE ECOSYSTEM FORUM
The Mobile Ecosystem Forum (MEF) is a global trade body established in 2000 and headquartered in the UK with members across the world. As the voice of the mobile ecosystem, it focuses on cross-industry best practices, anti-fraud and monetisation. The Forum, which celebrates its 25th anniversary in 2025, provides its members with global and cross-sector platforms for networking, collaboration and advancing industry solutions.
Web: https://mobileecosystemforum.com/
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