We May Need Our Mobiles, But Do We Trust Them?

Guest Essay – Nicholas Rossman, Programme Director, Mobile Ecosystem Forum

The widespread adoption of mobile services has brought concerns about identity security to the forefront. Mobile users are increasingly aware of the risks posed by identity theft, fraud, and data breaches, and their expectations for secure services have grown.

The Mobile Ecosystem Forum’s (MEF’s) annual Consumer Trust Study reveals that the Global Trust Index, at 55%, is down one percentage point in like-for-like markets since 2023. While this might seem moderate, it underscores a concerning reality: for nearly half of mobile users worldwide, trust in data sharing is fragile.

The COVID-19 pandemic accelerated the adoption of mobile services, transforming smartphones into indispensable tools for everything from remote work and online education to entertainment and social connection. But as our mobile usage patterns evolve, so do the threats we face. The MEF studies have consistently tracked the prevalence of various data harms, from unsolicited messages and phishing attempts to account hacking and identity theft. While some harms, like unauthorised credit card use, have seen a slight decline, others, such as fraudulent texts and emails, have witnessed a worrying increase. This underscores the ever-present nature of cyber threats and the need for constant vigilance.

Data Protection Actions: A Growing Trend

In response to these threats, users are increasingly taking steps to protect their data. The 2023 study showed a rise in the adoption of various protective measures, including changing privacy settings, enabling multi-factor authentication, and using password managers. However, the effectiveness of these actions remains a concern. Many users still feel vulnerable despite their efforts, highlighting the need for more comprehensive and user-friendly data protection solutions.

Contrasting Experiences: A Closer Look at Five Markets

The global trends, while informative, mask significant variations across different markets. 

The trust deficit in the UK has led to a significant proportion of UK users taking actions such as deleting apps, avoiding certain services, and refraining from making online purchases due to privacy and security concerns. 

American users demonstrate a growing confidence in their ability to navigate the online world safely, but they remain wary of the extensive data collection practices of companies, indicating a growing demand for transparency and control. 

German users are traditionally privacy-conscious, and while the implementation of GDPR has fostered a sense of control, trust in organisations handling German users’ data remains lukewarm. 

While the Indian mobile landscape is vibrant, the absence of a robust data protection framework exacerbates security concerns, leaving users feeling vulnerable and exposed. 

Brazilian users see the introduction of LGPD (the Brazilian General Data Protection Law) as a step in the right direction, but Brazil is one of the markets with the highest average number of data harms experienced by users.

The Role of Regulation and Education

Regulation and education are pivotal in shaping the future of mobile trust. Robust data protection laws, like GDPR and LGPD, can empower users and hold organisations accountable. However, their success hinges on effective implementation and enforcement. Additionally, promoting digital literacy and educating users about data privacy risks and best practices are crucial in enabling them to make informed decisions and protect themselves in the digital realm.

Looking Ahead: The Path to Empowerment

The journey towards a more trustworthy mobile ecosystem is ongoing. It requires a concerted effort from all stakeholders, including:

• Industry: Companies need to prioritise transparency, user control, and data security in their practices and product designs.
• Regulators: Governments need to enact and enforce robust data protection laws that safeguard user rights and hold organisations accountable.
• Users: Individuals need to be proactive in protecting their data, educating themselves about privacy risks, and demanding greater transparency and control from the companies they interact with.

The combined efforts of governments and the mobile industry have undoubtedly strengthened mobile identity security in recent years. However, sustained progress will require a collaborative, global approach to outpace evolving threats. 

ABOUT THE AUTHOR

Nicholas Rossman is the Anti-Fraud Programme Director at MEF (the Mobile Ecosystem Forum), 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 provides its members with global and cross-sector platforms for networking, collaboration and advancing industry solutions.  

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