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NPD: Few Smartphone Owners Use Security SW

Port Washington, N.Y. – While smartphone owners are
concerned about security threats to their phones, very few of them use security

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

“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.