Consumer Survey on App Stores, Internet of Things and Connected Places

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Practice area: Consumer markets and protection | Data & technology | Public Policy
Client: Department for Science, Innovation and Technology
Published: 23 December, 2024
Keywords: consumer behaviour data protection internet of things Survey technology

London Economics, in collaboration with YouGov, were commissioned by the Department for Science, Innovation, and Technology (DSIT) to conduct two consumer surveys. These surveys aimed to explore consumer perceptions, attitudes, and behaviors toward app stores, Internet of Things (IoT) devices, and connected places technologies. The findings contribute to shaping policies under the UK Government’s National Cyber Strategy, ensuring resilience and confidence in an evolving digital landscape.

Key Findings

Consumer IoT Devices

  • Ownership and Usage: Smartphones (92%), laptops (69%), and smart TVs (64%) were the most commonly owned devices. Usage focused on entertainment (85%), accessing online services (80%), and communication (74%).
  • Security and Trust: While 87% of respondents trusted their IoT devices’ security, most were unaware of key details like the minimum support period (86%). Security was a secondary factor in purchasing decisions.
  • Cybersecurity Concerns: Few respondents (16%) experienced security issues, with impacts including time lost (41%) and emotional distress (22%). Experiencing security issues led to increased awareness and behavioral changes, such as checking security features before purchase (60%).

Apps and App Stores

  • Usage Trends: The Google Play Store (52%) and Apple App Store (45%) were the most used app platforms.
  • Security Concerns: Consumers prioritized price and ease of use over security but expressed concern over data misuse (64%) and malware (57%). App store operators and developers were perceived as lacking transparency in their security efforts.
  • Behavioral Adjustments: Following app security incidents, many users adapted by reviewing security features (59%) and customer reviews (66%) before downloading apps.

Connected Places (Smart Cities)

  • Awareness and Trust: Most respondents were unfamiliar with connected places (77%) and expressed limited trust, especially in private sector-operated technologies. Environmental monitoring garnered the highest trust, while data-gathering technologies raised concerns.
  • Concerns and Gaps: Awareness often correlated with heightened concerns about security and data privacy.

The full report can be found here.