Online service hacking is a concern for more than three-quarters (77%) of broadband households, according to new research about online hacking concerns from Park Associates.
In addition to those concerned about their online service being hacked, Parks Associates reported that three-quarters of those surveyed worry about their computer being hacked, while nearly two-thirds (66%) are concerned about their smart TV or streaming media player coming under attack.
In its report, Consumer Fears in Connected Entertainment, the research firm said that the security concerns weren’t affecting device purchases — the levels of concern are virtually identical between those planning to buy a device and those not intending to purchase.
Online Hacking Concerns
“Consumer concerns about sharing data have virtually no impact on device ownership and purchase decisions,” said Craig Leslie, Parks Associates senior analyst, in a prepared statement. “On average, consumers concerned with personal information security actually own more connected devices, almost nine on average, than consumers without concerns, who have an average of eight. However, continued high-profile data breaches or privacy violations could reverse this trend, so device and content companies need to work now to develop or strengthen trust with their consumers.”
In its report, Parks Associates said that consumers are much more likely to share their data if they are confident in its security – and consumers are more likely to trust the security of more established brands.
“Consumers are moving forward with purchases despite their concerns, which may indicate a lack of choice or resignation more than consumer preference,” Leslie said. “Companies in this space can differentiate their solutions by offering more user control options, clearer explanation of data usage, and promotion of security features ignored by other vendors. Giving consumers control over their data will build trust among users who increasingly feel powerless.”
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