Confusion and intrusion: consumer trust eroded as multi-device culture takes hold

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AVG Technologies

Sep 04, 2013, 12:00 ET

AMSTERDAM and SAN FRANCISCO, Sept. 4, 2013 /PRNewswire/ -- Consumers' progressively fragmented technology ownership is leaving them open to increased confusion and privacy exposure, according to research released today from AVG Technologies N.V. (NYSE: AVG), the provider of Internet and mobile security, privacy and optimization to 155 million active users.

The study, which questioned almost 5,000 consumers across eight global markets, showed that while consumers are being offered more ways and opportunities to connect online than ever before, frustrations with the management of multiple devices and the increased invasion of privacy is threatening to overshadow the achievement.

In the wake of recent high profile news stories about companies and allegedly, national governments using the Internet to gather vast amounts of personal data from consumers' devices, nearly half of respondents (46 percent) admitted to both increased concerns about their privacy and a higher distrust of companies and their ability to protect individuals' personal data.

"Our research showed that while more than seven in ten people (72 percent) expect technology to become more helpful over the next five years, almost as many (69 percent) felt that it would also become more intrusive," explained Judith Bitterli, Senior Vice President of Marketing, AVG Technologies. "This is certainly not the original vision of those who created the Internet and with particular concerns being raised about data sharing, there is a clear question over just how long consumers will be willing to put up with the current status quo."

Eighty-eight percent of those asked were not happy about providing their personal information in return for a service, with most tolerating it because they had to (38 percent), or limiting the amount of information they were willing to give (36 percent). Additionally, almost eight in ten (79 percent) had stopped an application or program download in the past because it asked for access to information, indicating a strong sense of unease at the amount of personal data consumers are being asked to forfeit.

Paired with privacy concerns, the sprawl of connectivity is adding further pain points to consumers' digital lives. Most respondents (59 percent) confessed to using over three different personal devices and multiple operating systems at home, and only 44 percent had taken steps to ease the burden of managing their devices by connecting any together. The resulting impact includes task duplication and increased technical issues.

"With our research highlighting consumers' struggle to manage their whole device ecosystem, making it simple for them to keep track of where and why their data is being used has never been more vital. AVG is committed to enabling a seamless connected experience that ensures consistent protection for consumers' online identities no matter which device they are using," continued Bitterli. "In today's society, trust and privacy are intrinsically linked and the whole industry needs to be careful to be as transparent as possible or risk irreparably eroding the trust of their most important audience. We will continue to make products that allow our customers to get the best out of all their devices when it comes to security, privacy and performance."

For further information about how AVG is simplifying the protection and security of its customers or to learn more about AVG's newly released 2014 product range please visit www.avg.com.

Further Methodology:
An online survey of 4,927 consumers was undertaken across the UK, US, Brazil, Canada, Australia, France, Germany and Czech Republic. The survey was set up using Qualtrics and respondents were from Qualtrics' online panel. Fieldwork took place in August 2013.

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About AVG Technologies (NYSE: AVG)
AVG's mission is to simplify, optimize and secure the Internet experience, providing peace of mind to a connected world. AVG's powerful yet easy‐to‐use software and online services put users in control of their Internet experience. By choosing AVG's software and services, users become part of a trusted global community that benefits from inherent network effects, mutual protection and support. AVG has grown its user base to 155 million active users as of June 30, 2013 and offers a product portfolio that targets the consumer and small business markets and includes Internet security, PC performance optimization, online backup, mobile security, identity protection and family safety software. www.avg.com  

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