NPD: Few Smartphone Owners Use Security SW
By TWICE Staff On Oct 3 2011 - 3:01am
PORT WASHINGTON, N.Y. —
owners are concerned about security threats to their
phones, very few of them use security software.
According to a new report from The NPD Group,
nearly 40 percent of all smartphone users are concerned
about such threats as activity monitoring, hacking,
credit-card security and viruses, while more than
one-third are worried about harmful apps, malicious
emails and the potential for user-location tracking.
But among smartphone users, 82 percent have no
security products installed on their phones. However,
the percentage of users addressing this concern varies
by platform, according to NPD’s “Emerging Technology
Trends: Mobile Security” report.
Although iPhone and Android smartphone owners
share similar security concerns, 30 percent of
Android smartphone owners have installed security
products on their phones, compared with just 6 percent
of iPhone owners.
“Even though iPhone users are less concerned than
Android users about device security, they are still clearly
worried,” said Stephen Baker, industry analysis VP for NPD. ”Their biggest concerns were much more likely
to be fears that their iPhone would be stolen or damaged,
than any unwanted or harmful activities.”
Baker noted, “While smartphone owners are worried
about security threats, they are also thoroughly
confused about what to do about them,” Baker said.
In fact, NPD’s report shows that 83 percent of all
smartphone owners who have not installed security
would be motivated to do so if they were to encounter
harmful virus, spam or other event; however, more
than 25 percent of smartphone owners (and 35 percent
of iPhone owners) don’t know how to acquire
security software for their devices.
Approximately one-quarter of all smartphone owners
who have no security felt security products were
too expensive. Yet among those owners with security
products installed, 75 percent paid nothing, and
the mean price paid was less than $3. “Consumers
are both unaware of security for their phones and reluctant
to pay for it when they are aware,” Baker said.
Information in NPD’s “Emerging Technology Trends:
Mobile Security” report is based on online surveys
fielded in July to a representative sample of 1,085 panelists
from NPD’s online panel. Results were balanced
to represent the U.S. adult population.