Some two-thirds of UK consumers are worried about the security of their connected devices. A new report suggests 66 per cent worry that their personal data security could be compromised by the latest IoT gadgets, including smart-watches, fitness trackers, and home devices like Amazon Echo and Google Home. That number rises to 73 per cent in the US, according to the report by Gigya.
On top of that the report has found that a similar percentage (67 per cent) of UK consumers are concerned about how brands use their personal information, with some 18% believing that their data security will not improve under the current Tory government.
Richard Lack, managing director of EMEA at Gigya, said: “Marketers have been quick to embrace the web, social media and smart devices to engage with consumers on a level that has completely transformed brand relationships. These relationships now rely on the unprecedented free-flow of increasingly sensitive customer data, in exchange for convenience, better recommendations, or access to that data across all of our devices.”
He continued: “But marketers are about to experience a seismic shift in the way they collect and manage data. GDPR, which is just a little more than a year away, will keep brands honest by forcing an ‘opt-in’ policy on consumer data for the first time and radically changing the way that personally identifiable information is defined. This research pinpoints an urgent need for retailers and marketers to restore public confidence in the year ahead. They must put GDPR compliant systems in place to prevent a mass consumer ‘opt-out’ when the new regulations are enforced.”
Over 65s are the most concerned about the rise of IoT devices, with 73 per cent of those surveyed expressing concern. Meanwhile, just 60% of 18-24 year-olds are worried about connected devices accessing their data. The study also revealed that more UK respondents think brands’ privacy policies have become weaker (32%) in the face of escalating cyber security attacks, and tougher regulation, rather than stronger (26%).