It all comes down to the foundation of any relationship: trust. Or, in this case, the lack of it. In its third annual Global Consumer Trust Report, MEF, a global trade organization focused on mobile content and commerce, found that the increasing number of high-profile data breaches and a lack of clarity regarding data collection have left consumers more than wary. More than a third of the 15,000 mobile media users in 15 countries surveyed by MEF and AVG said they simply don't trust mobile wallets, and roughly the same amount said they shun apps to be safe. Most said they feel app providers and device manufacturers are responsible for making the system more secure.