Three-quarters (76%) of US broadband households are “very” concerned about their data security and personal privacy when using connected devices. This presents an untapped opportunity for internet service providers to find additional revenue via managed security offerings.
Third-quarter consumer research from Parks Associates finds that identity and data theft are among the highest-ranked security concerns when using connected devices.
"Broadband households in the US 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 at 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.
However, this is a case where concern isn’t necessarily commensurate with risk: Only 6% of US broadband households have actually experienced those problems in the last year, the firm said. Nonetheless, consumers are seeing a high value in security and privacy support from their internet service providers, either as standalone services or through monthly fees, to prevent themselves from becoming victims.
"Among US broadband households, more than 50% are interested in various security and privacy support services,” said Samuels.
This is an undeveloped opportunity for cable MSOs and other service providers. A full 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."