The Internet of Things has been discussed in the industry for some time and ... and South Africa (66%), but UK mobile us
GLOBAL CONSUMER SURVEY GLOBAL INSIGHTS ON CONSUMER ATTITUDES TO NEXT GEN CONNECTED DEVICES SUPPORTED BY
EXECUTIVE SUMMARY The Internet of Things has been discussed in the industry for some time and considering the hype at tradeshows and new product launches, 2016 will be a benchmark year for early consumer adoption. From smart wine bottles to robotic mopping machines; air purifiers to expresso makers, manufacturers have begun to heavily market everyday devices that are connected to the internet and each other. As part of its Global Consumer Survey series, MEF studied over 5000 mobile media users in eight markets to understand 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 (60%) also harbour concerns about the perceived risks and threats in a world of connected devices.
THE IMPACT OF TRUST ON IoT
Women are more likely to be wary than men (64 v 57%). 65% of those that said trust was the biggest barrier to doing more with their mobile phone in general also said they were concerned by IoT. And those who say that a lack of trust prevents them downloading apps are also more likely to be concerned about IoT (66%).
DOES A WORLD WHERE EVERYDAY OBJECTS ARE CONNECTED TO EACH OTHER AS WELL AS THE INTERNET CONCERN YOU?
60
% 64 % % 57 CONCERNED MADE UP OF
Concerns about a world of connected devices are highest in Brazil, India and South Africa (66%), but UK mobile users find it less of an issue (50%).
FEMALE MALE
PROPORTION OF MOBILE USERS CONCERNED BY A WORLD OF EVERYDAY OBJECTS CONNECTED TO EACH OTHER AND THE INTERNET
GLOBAL TOTAL © MEF 2016. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.
KEY FINDINGS PRIVACY & SECURITY ARE THE MAIN CONCERNS WHAT WOULD CONCERN YOU ABOUT A WORLD OF CONNECTED DEVICES? PHYSICAL SAFETY UNABLE TO REPAIR
MACHINES TAKING OVER THE EARTH
NOT KNOWING HOW TO USE THEM
NO TANGIBLE BENEFITS
PROBLEMS WITH CONNECTED HOME SECURITY NETWORKS SPARK THE GREATEST FEARS Connecting security systems to public networks allows owners to monitor their homes remotely, but it also opens the door to hackers – possibly literally. Home invasion was found to be the biggest concern globally (30%) with people worrying that others could open the doors to their house (15%). This is felt most keenly in the UK and US (38% and 36% respectively) and among women (35% v 26% of male respondents).
WHICH OBJECT WOULD YOU BE MOST CONCERNED ABOUT BEING CONNECTED TO THE INTERNET?
HOME SECURITY
HOUSE DOORS
12%
10%
6%
CAR
TV
IRON
6%
HEATING SYSTEM
6%
SMOKE DETECTOR
5%
5%
OVEN
LIGHTING
GLOBAL ROUND-UP German consumers are least concerned for their physical wellbeing as a result of IoT (14%). The average is 27%.
French consumers are most likely to think that IoT would result in machines taking over the earth (28% vs 21% average).
17% of Indians don’t want their TV to be connected to the internet compared to just 10% of the global sample.
65% of South African mobile users demand transparency from wearables providers over the use of their data compared to 52% worldwide.
Brazilian users are especially sensitive about companies collecting and sharing their photos and videos (56% vs 51% worldwide).
Chinese consumers named health-related information the most sensitive kind of data (44% vs the global average of just 24%).
While around the world 54% name security their number one concern, in the UK it’s significantly higher (67%).
Privacy – or a lack of it – is what drives concern about IoT in the USA (70%) versus a global average of 62%.
© MEF 2016. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.
ABOUT THE REPORT Commissioned by global trade body Mobile Ecosystem Forum the field study was carried out by On Device Research in Q3 2015. It questioned over 5,200 mobile media users in 8 countries, namely: Brazil, China, France, Germany, India, South Africa, UK and US. The full Global Consumer Trust Report 2016 and 8-country data sets are available to download FREE for MEF members only. Visit www.mobileecosystemforum.com for further details. To purchase a copy of the report worth £1,950 please contact MEF via the web site.
ABOUT MEF The Mobile Ecosystem Forum is a global trade body that acts as an impartial and authoritative champion for addressing issues affecting the broadening mobile ecosystem. We provide our members with a global and cross-sector platform for networking, collaboration and advancing industry solutions. The goal is to accelerate the growth of a sustainable mobile ecosystem that drives inclusion for all and delivers trusted services that enrich the lives of consumers worldwide. Established in 2000 and headquartered in the UK, MEF has Regional Chapters across Africa, Asia, Europe, Middle East, North and Latin America. www.mobileecosystemforum.com
ABOUT AVG TECHNOLOGIES (NYSE: AVG) AVG is the online security company providing leading software and services to secure devices, data and people. Our award-winning Consumer portfolio includes internet security, performance optimization, location services, data controls and insights, personal privacy and identity protection for mobile devices and desktops. And our Business portfolio – delivered by managed service providers, VARs and resellers – offers IT administration, control and reporting, integrated security, and mobile device management that simplify and protect businesses. www.avg.com
ABOUT ON DEVICE RESEARCH 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. www.ondeviceresearch.com
© MEF 2016. All Rights Reserved. No part of this publication may be reproduced, distributed or made available without permission of the copyright owner.
