New Global Consumer Survey highlights consumer concerns of a connected world

  • 60% of mobile users are worried about a world of connected devices
  • Privacy (62%) and security (54%) are seen as the biggest threats worldwide
  • Home security raises the most concern among connected devices and applications

MEF today published its latest report in the Global Consumer Survey series looking at The Impact of Trust on IOT. A global survey of over 5,000 mobile users in eight markets looks at consumer perceptions about the future of a connected world.

Supported by online security company, AVG Technologies, the survey polled consumers in UK, USA, Brazil, France, Germany, China, India and South Africa. It reveals that while consumers see the tangible benefit of IoT (just 1 consumer in 10 say a world of connected devices won’t deliver such value), more than half also harbour concerns about the perceived risks and threats in a world of connected devices.

Globally 60% are worried about the Internet of Things, and especially so in growth markets such as Brazil, India and South Africa (66%), although in the UK it appears to be less of an issue (50%). Trust-related issues privacy (62%) and security (54%) were the number one concern, named twice as often as real-world concerns such as physical safety (27%) or not being able to fix the technology if it breaks down (24%).

Home security is, remarkably, the IOT application about which consumers have the greatest concern at 30%, a marked increase over, for example, connected cars (12%) or connected heating systems (6%).

A quarter (24%) of respondents consider health-related information as the most sensitive data when it comes to connected devices, and this is especially the case in China (44%). By contrast, in more mature markets such as USA and Germany, there is heightened sensitivity around location data (52% and 50% respectively, as compared to a global average of 43%).

Rather dramatically, 1 in 5 consumers (21%) even worry that IoT would result in machines taking over the Earth.

Global round-up

  • Privacy – or a lack of it – is what drives concern about IoT in the USA (70%) and France (69%) versus a global average of 62%
  • While around the world 54% name security their number one concern, in the UK it’s significantly higher (67%)
  • 65% of Chinese and 61% of South African mobile users demand transparency from wearables providers over the use of their data compared to 52% worldwide
  • 17% of Indians don’t want their TV to be connected to the internet compared to just 10% of the global sample

“Whilst this survey shows that consumers are excited about a future connected world, it also clearly identifies the need for the industry to consider how such technology and services are rolled out when it comes to building a trusted relationship with consumers” said Rimma Perelmuter, CEO of MEF.

“The business opportunities surrounding IoT are clear, but only if industry heeds the lessons of the broader mobile ecosystem when it comes to the paramount importance of building consumer trust at the outset. Our 2016 Global Consumer Trust Report demonstrated the demand for transparency in mobile apps and services with 64% saying it’s important to be told when an app is collecting and sharing personal information. This new report reaffirms the need for all stakeholders in the ecosystem to take action now to secure a viable future for such technologies.”

“Nothing less than a technology evolution is underway, opening a world of possibilities to explore the Internet of Things (IoT),” said Todd Simpson, Chief Strategy Officer for AVG Technologies. “And yet, as the network of IoT devices grows, so, too, do consumers’ understandable concerns about what this increased connectivity and data sharing means for security. If the IoT is to stand any chance of long-term, safe adoption that will benefit not just innovative companies but also the customers they’re here to serve, we need to make secure by design a fundamental standard, no matter the device.”

Join us at the 6th annual MEF Global Consumer Trust Summit in San Francisco on June 23rd to discuss the drivers in the mobile ecosystem when it comes to Privacy & Security. Showcasing a clear shift from simple compliance to business-critical, the Summit provides pragmatic insights, discussions and guidance on the value of Consumer Trust to businesses’ bottom-line.

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