5 years ago

Consumer privacy in an online world - Ericsson

Consumer privacy in an online world - Ericsson

low awareness of mobile

low awareness of mobile threats The mobile phone is the most private media device that you have. It can be lost or stolen, and is therefore vulnerable to privacy harm. At the same time, smartphones are considered to be safer than computers by most individuals. Smartphones are not seen as actual computers – people do not worry much about getting viruses on their phones today. But since the importance of the mobile phone is increasing, consumers are saying they are willing to pay in order to feel it is protected. 36 percent of the respondents in the survey answered they would like to get an application for their mobile phone that protects it from viruses and intrusion. Privacy not top-of-mind when downloading apps Consumers rarely reflect on security when downloading applications for the smartphone. People seldom, or never, refuse to download an app just because it wants access to the phone address book or GPS. Neither do they consider the company behind the app – people tend not to care about brand name when choosing what app to download. When asked, a low price, user ratings and recommendations from friends are equally important as privacy issues and brand name. Perceived use and demand for mobile phone protection services Yes, I already have it No, but I would like to get one No, and I’m not interested 22% Base: 3818 internet users in US, UK, Germany, Sweden & India. CONSUMER PRIVACY IN AN ONLINE WORLD – AN ERICSSON CONSUMER INSIGHT SUMMARY REPORT 36% 23% How would you grade the importance of the following when choosing which app to download? Share of respondents who answered 6 or 7 on a scale from 1-7 where 7 means “Very important”. The type of information the app wants to access Recommendations from my friends A low price 51% User ratings 47% Base: 3818 internet users in US, UK, Germany, Sweden & India. 48% That it’s from a brand I trust 48% 50% 8

Opportunities in a connected world Which company do you trust the most? Share of respondents who trust at least one of the following types of companies the most. Trust the most Base: 3818 internet users in US, UK, Germany, Sweden & India. In the ICT industry, there is an unanimity that privacy issues will grow in importance. The continuous evolution of social media, and the growing number or devices used accessing the internet in the network society, will put privacy high on the agenda. More and more sensitive information will be stored on more and more open platforms as company unique systems will be too expensive and cumbersome to use. Thus, hackers – illegal as well as legal – will be able to access and compile data into severe and possibly harmful combinations. People and companies will get hurt and there will be a power struggle between good and bad forces to have the smartest system to protect or to break data. Operators trusted as guardians of privacy As awareness turns into concerns, consumers will realize that they will not be able to manage all their privacy handling themselves. They will need to find a trusted provider that can help them safeguard their privacy online. In the survey, the respondents got to choose which brands they trusted the most and the least respectively in terms of privacy concerns. While Facebook turned out to be the least trusted brand, consumers across all markets tend to see operators as more trustworthy than other players. Operators are therefore well-positioned for providing privacy and security services when the need comes. Privacy – a hygiene factor In a near future, privacy will become a hygiene factor for consumers. Users must understand what they are doing – and how their personal information is being used. Systems and services holding consumer information must be privacy and data protection compliant right from the start – this should not be bolted on afterwards. However, consumer awareness and concern are lagging in relation to industry activities and technical development. Online privacy will thus not likely be a consumer driven issue, but rather an industry driven one. Today there is an opportunity for companies to brand themselves as one who would never misuse any personal information. Though, in the future, branding yourself as safe will most likely be a hygiene factor rather than a competitive advantage. CONSUMER PRIVACY IN AN ONLINE WORLD – AN ERICSSON CONSUMER INSIGHT SUMMARY REPORT Willingness to pay for security and control 9

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