More Than Half of U.S. Broadband Households Feel They Get Nothing of Value For Their Personal Data: Parks Associates

A whopping 54 percent of U.S. broadband households see little value in return for sharing their data, according to research released Dec. 11 by Parks Associates. In addition, 42 percent do not trust that providers will be able to keep their data safe.

“Consumers are somewhat fatalistic about their data, with 64 percent agreeing it is impossible to keep their data private from the companies that provide their products and services,” said Jennifer Kent, Director, Research Quality & Product Development, Parks Associates. “Data is the fuel that makes smart products smart. The industry needs to ensure consumers see the value that comes from sharing their data, while feeling confident their privacy will be protected.”

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Parks Associates will host the 12th-annual CONNECTIONS Summit: IoT and the Smart Home on January 9 at CES 2018 in Las Vegas, to discuss strategies to flip these perceptions and make consumer more at ease with connected products and the value they receive return.

“Early adopters are much more interested than average mass-market consumers in sharing their data, so overcoming consumer reluctance to share data is an important step for the smart home industry in gaining widespread adoption,” Kent said.

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Nate Fisher