MEF Global Consumer Trust Report. The study explores the key areas of trust, privacy, transparency and security to identify their impact on mobile consumers globally from purchasing a new device to downloading apps or paying for goods and services.

1. EXECUTIVE SUMMARY
2014 was a watershed year for data security and privacy with several brands featured prominently in the news
following breaches which caused consumers’ personal details to be leaked. As more and more smart devices
come online, the international mobile industry must share responsibility to protect and respect customers’ data
so they can embrace mobile content and commerce with confidence.
Finding the right balance between consumer data protection and business models that monetize data collection
has never been easy. MEF’s third annual Consumer Trust Report - a survey of 15,000 mobile media users living
in 15 countries spanning five continents – provides detailed insight into consumers’ behaviours and attitudes
relating to mobile privacy and security and analyses impact on the global mobile apps and services market.
KEY FINDINGS
• A lack of trust is again the single most influential factor preventing more downloads and purchases via mobile.
34% named it as such as compared to 30% the previous year.
China reported the highest trust concerns at 41% and the US saw the largest increase in a lack of trust,
up nine points year-on-year to 35%.
49% of consumers surveyed say a lack of trust limits the amount of apps they download or use compared to
37% in the previous year
72% of mobile media users are uncomfortable sharing personal data such as location or contact details with apps.
40% name security and privacy as an important factor when purchasing a mobile device and in Germany this
rises to 52%
A third (34%) of mobile media users globally now rely on dedicated security apps to protect them.
64% of those studied use software or apps to guard passwords and protect against malware. Only one in ten
(11%) take no steps to protect their device.
Purchase Barriers: ONE Most Influential Factor
IN ASSOCIATION WITH
GLOBAL CONSUMER TRUST REPORT 2015
Understanding the impact of privacy & security on mobile apps and services
31%
38%
29% 25%
24%
36%
27%
29%
26%
31% 33%
31%
26%
36%
41%
30% 32%
28%
40%
29%
37%
30%
35%
33%
32% 35%
38%
37%
BRAZIL CHINA INDIA INDONESIA KENYA MEXICO NIGERIA QATAR KSA RSA UAE UK USA FRANCE GERMANY
Trust Net 2013
Trust Net 2014
© MEF 2015. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.

2. © MEF 2015. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.
KEY FINDINGS
TREATING DATA WITH RESPECT
There has been a step change in the number of consumers who
consider data transparency – clear information on how their data
is being used - important or extremely important (63% compared
to 49% last year). This jumps to 80% in South Africa. Only 22 per
cent now consider transparency unimportant compared to 39 per
cent in the previous year.
THE NEED TO PROTECT DEVICES
Consumers have a better understanding of the risks of malware.
The number of people who had not heard of this security threat
dropped from 35 to 23% year on year. A third (34%) of mobile
media users now rely on dedicated security apps which explains
the fall in the number of consumers who say malware will make
them more cautious (from 74 to 48%)
Mobile media users are increasingly looking to apps to protect their privacy. Downloading
a privacy protection app was the most popular way to protect personal information (31%).
The importance of transparency
has grown significantly
Are you aware of the existence of 'malware’
2
EXTREMELY
IMPORTANT
NOT IMPORTANT
ATALL
5
4
3
2
1
TOTAL SAMPLE
2013
TOTAL SAMPLE
2014
How important is it to you to
know that an app is
collecting and sharing your
personal information?
18%
47%
8%
27%
34%
11%
28%
7%
20%
Yes, but I have security on
my phone so I know I am
protected
Yes, but I'm not worried
about it - it's unlikely to
affect me.
Yes, and it makes me more
cautious when
downloading apps.
No, but I'm not worried
about it - it's unlikely to
affect me.
No, but I'll look into it. It's
likely to make me more
cautious when
downloading apps.
Total Sample 2013 Total Sample 2014
PEOPLE WANT APPS THAT PROTECT THEIR DATA…FROM OTHER APPS
31% 26%
Read a short
privacy policy
(a snapshot of how the
app uses my information)
Download a privacy
protection app

3. Commissioned by MEF – the global community for mobile content and
commerce – the survey was carried out by On Device Research in Q3 2014. It
questioned almost 15,000 mobile media users in 15 countries, namely: US,
UK, France, Germany, China, South Africa, Nigeria, Kenya, Indonesia, India,
Brazil, Mexico, UAE, Qatar and Kingdom of Saudi Arabia.
MEF is the global community for mobile content and commerce. It is the
leading trade body for companies wishing to engage consumers and monetize
their goods, services and digital products via the mobile connected device.
MEF provides competitive advantage to its diverse membership, shapes
industry growth, connects thought leaders and spearheads ground-breaking
initiatives which explore and promote monetization opportunities.
With global headquarters in London and operational chapters and offices in
Africa, Asia, EMEA, Latin America, Middle East and North America, MEF is a
member network with global reach and strong local representation, ideally
placed to drive market growth. Established in 2000, MEF provides an impar-
tial, consistent and powerful voice for the foremost companies and entrepre-
neurs from across the mobile content and commerce value chain
About AVG Technologies (NYSE: AVG)
AVG is the online security company providing leading software and services to
secure devices, data and people. AVG has over 188 million active users, as of
September 30 2014, using AVG’s products and services including Internet
security, performance optimization, and personal privacy and identity
protection. By choosing AVG’s products, users become part of a trusted global
community that engages directly with AVG to provide feedback and offer
mutual support to other customers
On Device Research is a research company that gathers responses on mobile
devices - so far we've sent over 2.3 million surveys across 53 countries.
By conducting research on mobile phones and tablet computers we can reach
consumers wherever they are, at any time and in any location.
Mobile research also brings fresh, instant responses that accurately capture
consumers’ feelings, thoughts and opinions.
For more information visit www.ondeviceresearch.com
3
© MEF 2015. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.
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