In January 2022, Allot partnered with Coleman Parkes Research to talk to consumers and get their insights on cybersecurity and parental control.
8000 people from 12 countries were surveyed about their security posture, how they protect themselves over mobile, and how parents control their children’s exposure to threats online.
What did we discover?
Consumers demand cybersecurity.
Cybersecurity has gone from a luxury to a must have. Consumers are aware of cyber threats on their mobile devices. Mobile security protection was ranked as the most important solution by 9 out of 10 consumers.
But consumers are still more confused than ever. A third of respondents are unsure whether they have a security application on their device. Three-fourths are not fully knowledgeable about how to protect themselves.
They don’t know where to get a solution. They are unsure who should be supplying the cybersecurity protection.
As a result, they are willing to pay for a solution that would give them security against all cybersecurity concerns.
Consumers are even open to switching providers if the new provider offers the right security solutions. This is a good opportunity for MSPs, as many consumers switched providers within the past few years.
A parental control service is important and valuable for 8 in 10 parents. They are willing to pay for a parental control solution, and they expect to buy a parental control service from their ISP or mobile service provider.
In December 2021 and January 2022 Coleman Parkes Research set out to talk to consumers around the world and find out what they think about cybersecurity and parental control.
Consumers Value Security
Mobile security is not a new topic and customers know that. They know that security is important, and many are trying to be proactive about securing their devices. 78% of respondents already have a security device installed, whether they asked their mobile provider to confirm that it was preinstalled (like 15% of respondents) or if they were part of the 30% that proactively installed a security application.
Not just viruses
Consumers know that they need an anti-virus solution, but they are vulnerable to other threats.
Of customers who have a security application installed, most of them have anti-virus solutions. This is a significant increase from Q4 2020, where 60% reported that they had an anti-virus solution installed.
However, protection against other types of attacks have remained relatively constant. Less than half of the respondents are protected from phishing attacks, similar to Q4 2020, where just 43% reported that they had anti-phishing protection installed. Yet, phishing attacks are on the rise. According to the Anti-Phishing Working Group Q3 2021 report, phishing attacks have reached a record high, more than doubling since early 2020. For example, in November 2021, Allot Secure blocked more than 1.7 million instances of a phishing attack pretending to be from Amazon.
Security is top priority
Consumers are sophisticated. They know the need to protect themselves and they know how to protect themselves. 75% of respondents say that they are knowledgeable about how to protect themselves from cyber threats.
Consumers are more aware that they need a cybersecurity solution. In Q4 2020, 30% didn’t think they needed a solution, compared to only 18% now.
Most consumers understand that attacks are a genuine threat. 78% of consumers say it is important for their mobile devices to be protected from cyber attacks.
These are their top 5 concerns:
- Identity theft
- Unauthorized access to their bank account
- Monetary loss due to unauthorized access to accounts
- Recovering their account/information after being hacked.
- Loss of personal/sensitive information
Consumers Are Confused
Despite consumers being cyber-savvy, they are confused given the array of choices and fragmentation in the consumer digital protection market.
While customers are more likely to know that they need a solution, they are not always sure how to get one up and running.
Customers Demand Core Security
Security protection is not an option. It is just as much a part of the mobile experience as calling, texting, or data. While, in the early days of smartphones, data plans were an add-on today they are part of the core package. This is how many consumers now view mobile security.
62% of respondents raised their voices and expressed their view that secure connectivity is a core offering that they expect from mobile service providers.
How do consumers want to get their security app?
Their voice is overwhelming! It should already be on their devices.
84% of respondents think that security should be already on the device or the responsibility of the device manufacturer or service provider. Only 15% of respondents think that security should be provided by an app that the end-user downloads.
Of the respondents that expect the security app to be provided by their mobile service provider, 76% of them want it to be part of their mobile package, including 56% who want it as part of the core offering.
Consumers Expect Mobile Providers To Offer Security
Cyber security as part of the mobile service provider’s package just makes sense.
Consumers demand cybersecurity. And they demand it from their mobile service provider. 68% of all respondents are likely to subscribe to a service from their mobile service provider that provides security or content control on their mobile.
Consumers want mobile providers to differentiate themselves by their cybersecurity package.
Willing To Pay
Customers know that there’s no such thing as a free lunch. More than 90% of consumers are willing to pay for cyber protection!
They are not looking for free or open-source solutions but rather paid solutions, whether as part of their core mobile package or are willing to pay extra by purchasing value-added services.
Note that respondents were only asked about protection for single devices. Presumably, subscribers would be willing to pay more for solutions that protect all devices across their mobile and home networks.
Willingness to Switch
Cybersecurity protection is a core differentiator for mobile providers and consumers are looking for providers that offer it.
Subscribers are even willing to consider switching from a provider that doesn’t offer a security service to one that does. According to our survey, 80% of consumers will consider switching to a provider that offers a security service. This is an increase of 12% from our survey in Q4 2020, when 68% of consumers then reported that they were willing to switch. Even if only a portion of the consumers that consider switching actually do, this is significant revenue at risk.
In addition to the benefits of other revenue services, offering a security service is a key way for CSPs to reduce churn.
While there may be a belief that customers don’t often switch mobile providers, in fact, 42% of consumers have switched providers within the past three years.
Security Beats Out Entertainment
While there’s a lot of buzz about different entertainment options, and it’s something that mobile providers frequently highlight to try to attract and retain customers, but consumers put mobile security protection at the top of their expectations. It is even more important than entertainment or mobile insurance.
Parental control is critical to keep children safe on the Internet. Parents of school-age children highly value parental control. In fact, 80% of parents of children 3-16 responded that parental control is important, and they expect their mobile service provider to include parental controls as part of the service contract. This is a significant increase from Q4 2020, where only 56% of respondents said that parental control services were important.
Not only are parental controls valued, but 74% of parents that wanted parental control said that it was important that their mobile service provider included parental controls as part of the contract or bundle.
47% of parents say that their top two priorities are blocking inappropriate content, compared to 35% who said the same in Q4 2020. Fewer parents are looking to limit their children’s time online with 29% of parents placing it in their top two priorities in 2020, compared to only 20% now.
Not surprisingly, parents’ top concerns are their children’s safety. They are concerned about exposure to inappropriate content, but they are also concerned about ways that the virtual world does not put them in physical danger. Other top concerns include communicating with strangers, cyber bullying, and oversharing of private and personal information.
Willing to pay
Parental control is not something that customers expect as a right, delivered at no cost. More than 90% of parents are willing to pay for parental control, reaching a high of 97% and 98% in the UK and Germany. 82% of parents think that parental controls are an important selling point for mobile service providers. They will seek it out when choosing which mobile service provider to use.
How much would you expect to pay per month to your mobile service provider for a new parental control app, on a single mobile device?
Willing to Walk
Yes, parents demand parental control. But are they truly serious? What happens if they do not get it?
Well, it turns out that they will walk. That is, they will churn and consider switching to another provider offering parental controls. 61% of parents report that they will consider switching providers to one that offers parental controls, with only 19% reporting that they will stay with their current provider. Even if only some of the respondents actually switch, it significantly affects the provider’s bottom line.
But it is not enough simply to have parental controls. They must be compelling and unique. Parents are comparing the offerings from competing service providers. 62% of parents reported that they are willing to consider switching providers to get a superior offering.
Customers expect to get parental control services from their Communication Service Provider. Given that these numbers exceed 100%, some customers are willing to buy parental control both from their mobile provider and Internet Service Provider. This can be a unique choice for bundling. Providers that can supply a unified experience across the entire network and offnet endpoints are at a unique advantage.
Where would you expect to get a parental control service?
There’s no need to continue protesting. Allot Secure can answer the demands of consumers demanding protection, parental control, and the cessation of cyberbullying.
When your customers know that you are protecting them against online threats and harmful content, increased brand loyalty and incremental revenue will follow.
Consumers and SMBs require help with cybersecurity. CSPs are in a prime position to meet this need. Allot Secure protects mobile devices, smart home appliances, connected business devices, and end-user devices such as smartphones and laptops – through the network.
Allot Secure unifies core-network based security with endpoint and CPE-based security enabling operators to deliver branded, security services to the mass market. Allot Secure also protects the network user plane, detecting and mitigating both inbound and outbound DDoS threats. It also prevents connected IoT devices from launching malicious, reputation damaging traffic through your network.
Provisioned and activated through the network, Allot Secure does not require any customer effort. CSPs can achieve adoption rates of up to 50%, delivering branded, secure fixed & mobile communications. Customers are kept informed on how you’ve protected them, helping to achieve ongoing perception of value and high customer satisfaction.
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