Parks Associates Research Examines Security in the Connected Home
New Q3 2015 consumer research from Parks Associates finds 76% of U.S. broadband households are very concerned about their data security and personal privacy when using connected devices. The Demand for Device & Network Security shows identity and data theft are among the highest security concerns when using connected devices, but only 6% of U.S. broadband households have experienced those problems in the last year.
“Broadband households in the U.S. now own an average of more than seven Internet-connected computing and entertainment devices, and nearly one-fifth own a smart home device,” said Patrice Samuels, Research Analyst, Parks Associates. “As consumers acquire more connected devices for their homes, the more exposure they feel, either through experience or from hearing about high-profile security breaches in the media. As a result, they are seeing high value in security and privacy support either as stand-alone services or through monthly fees.”
Among U.S. broadband households, more than 50% are interested in various security and privacy support services. Over 80% of broadband service subscribers are unaware that their provider offers complimentary Internet security services, including 81% of Charter customers and 96% of Suddenlink customers.
“Broadband providers that offer security software often license the software from security software companies,” Samuels said. “These offerings are likely not heavily promoted because they do not generate revenue for the company, but providers could increase subscriber satisfaction and stickiness by increasing awareness of these offerings and even creating a premium level that includes an additional fee.”
The Demand for Device & Network Security examines consumer experiences and concerns with device and network security. It analyzes the demand for security services including malware protection, data protection, identity theft protection, remote lock or erase, anonymity, and other privacy services. The research is available for purchase at www.parksassociates.com.
Patrice Samuels studies digital home technical support services across global markets, with a focus on market trends, business models, and provider strategies. She recently chaired Day Three at the Broadband World Forum (BBWF), and her key takeaways from the event are posted on the Parks Perspectives blog in the article “A Few Considerations for the Smart Home Journey.”
To schedule an interview with Patrice Samuels or to request specific data, contact Holly Sprague at hsprague@gmail.com, 720.987.6614.
About Parks Associates
Parks Associates helps companies identify new opportunities, refine strategy, and accelerate growth in connected technology markets through data-driven insights and industry expertise. With more than 40 years of experience, the firm delivers proprietary consumer and industry research, market forecasts, and strategic analysis that guide business decisions across personal, connected home, small business, and commercial technology ecosystems. Parks Associates supports clients in navigating evolving markets including AI, security, smart home, broadband, entertainment, energy, multifamily, smart buildings, and connected health.
The firm also fosters industry growth and collaboration by convening thousands of leaders each year through its flagship executive conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.
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