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BizReport : Mobile Marketing : February 10, 2015

Lack of trust hinders mobile commerce and app download volume

A lack of trust is limiting the number of apps downloaded by mobile users, according to a new report from mobile commerce community MEF and anti-virus firm AVG.

by Helen Leggatt

In a study of more than 15,000 mobile users across 15 countries, almost half (49%) of all consumers said that a lack of trust limits the number of apps they download compared to just 37% in 2013.

MEF's third annual Global Consumer Trust Report explored key areas of trust, transparency, privacy and security to identify their effect on consumer mobile activity including purchasing a new device, paying for goods and services and downloading apps.

Almost three-quarters (72%) of mobile users are not comfortable sharing personal data such as location or contact details when using an app. Furthermore, 34% said a lack of trust stops them from using mobile to purchase more goods and services.

The largest increase in a lack of trust was among U.S. mobile users, up 9% since 2013 to today's 35%. However, if app stores and device manufacturers were to take greater responsibility for the protection of personal data, 30% of respondents said this would give them greater trust.

"Trust is the most important asset of any business, and consumer confidence must underpin the mobile ecosystem," says Andrew Bud, MEF Global Chair. "The sustainability of the mobile industry depends on it. As mobile devices and services evolve, consumers will hold business ever more accountable."

Bloomua /

Image via Shutterstock

Tags: apps, mcommerce, mobile, privacy, research

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