technology concerns in a mobile/digital world

INVOKE LIVE! EVENT – TOPLINE REPORTTechnology Concerns In A Mobile/Digital World | March, 2012

© Invoke Solutions - Confidential2 | Technology Concerns In A Mobile/Digital World

Executive Summary/ Key Findings

Mobile Device Usage• About two out of ten participants (21%) are heavy mobile device users, indicating that they use

their mobile devices four or more hours per day• Fully one-half say that they use mobile devices two or more hours per day.

• People use their Smart mobile devices primarily for the phone and for Internet access, and most often use their devices while on the go, such as while waiting in line/for an appointment or when traveling.

Security• Online security is a concern for most people, regardless of whether they’re making online

purchases/transactions on a mobile device, or using any device in general.

• People feel that computers offer greater security than mobile devices, often due to the security software (e.g., antivirus, firewall) on their computers.• Others are just not ready yet to trust mobile technology for online purchases/transactions.• Some are worried about losing their mobile device and having their information fall into

the wrong hands.

• About one-half of parents were concerned about their children’s online transactions, mentioning that they didn’t think that children were as familiar with what types of transactions or web sites were safe.


Executive Summary/ Key Findings

Privacy• Online privacy while using mobile devices was also a concern for most people (57% top 2 box score),

however, these concerns have little impact on their actual device usage, with most people (75%) saying that it has no impact.

• Most parents are concerned about their children’s online privacy (66% top 2 box score).• Parents are concerned that they can’t always monitor their children’s online usage and are

worried that their children may unwittingly share information that they shouldn’t.

Health• Of the three main topic areas covered in this study – security, privacy, health – people were least

concerned about any negative health effects from using mobile devices.

• While one-quarter of people said that they were at least somewhat concerned that mobile technology might have a negative impact on their health (25% top 2 box score), most all participants (88%) indicated that it had no impact on their device usage.

• People weren’t concerned about mobile technology and their health because they:• Say that they don’t use mobile devices enough to impact their health• Are skeptical of the linkage between mobile technology and their health• Just never even considered that it might be a problem

• Most parents weren’t very concerned about the impact of mobile technology on their children’s health, often mentioning that they just didn’t believe that mobile devices posed a health risk.


BACKGROUND/ METHODOLOGY

One 45 minute Live session was conducted on March 1, 2012

WHAT?The increased usage of mobile devices and the rise of social networking have made personal technology a more integral part of people's lives than ever before. This study seeks to uncover issues and concerns people have with the increasing pervasiveness of technology in their lives, particularly around security, privacy, and heath/safety. Specifically, this study will seek to gain a greater understanding of:• Security, particularly around online transactions/purchases and sharing personal data• Privacy concerns, especially in the context of social networking• Health concerns associated with using mobile devices for consumers and their

families

Smart Mobile Device Users (Smartphone, Tablet)Must access the Internet at least occasionally 18-64 Years Old

HOW?

WHO?

WHEN?

This study used Invoke Solution's Dynamic Survey technology which enables concurrent qualitative and quantitative research.

The Invoke platform accommodates a large number of participants, performs real-time analytics and keyword sorting, and generates a report immediately at the conclusion of the session. Additionally, each participant could have a private conversation with the moderator, use a magnifying glass to examine the product images more closely, or flip through a brochure or manual on the product being discussed.

This session engaged 106 consumers across the U.S. in a lively conversation during which they were shown a number of product images and a video.


.

MOBILE USAGE

More than 6 hours

Between 4 and 6 hours



Between 30 minutes and 1 hour

Less than 30 minutes

0% 5% 10% 15% 20% 25% 30% 35%

11%

10%

29%

32%

12%

6%

Thinking about ALL of the mobile devices that you use for work/school and personal use, such as cell phones, Smartphones, tablets, and e-Readers, how many hours would you say that you spend using these types of devices in a typical day?

• One-half of respondents are using mobile devices two or more hours per day• About two out of ten people (21%) are using mobile devices more than four hours per day.


IMPORTANCE OF SMART PHONE ATTRIBUTES

How important are each of the following attributes of your Smart device to you, where 1=not important at all, and 10=extremely important . . .

88%85%

78% 76%69%

59% 58%

49%

34%

3% 3% 6% 8%5% 6%

10%15%

24%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Phone Internetaccess

TextMessaging

E-Mail Camera GPS Video Music Games

Top 3 Boxes

Bottom 3 BoxesScale points

1. Not At All Important

2. .

3. .

4. .

5. .

6. .

7. .

8. .

9. .

10. Extremely Important

.

• Phone and Internet access are the most important attributes of Smart devices• Text messaging and E-mail are also very important to most people, while games and music are less

important.


SMART PHONE USAGE SITUATIONS

13%

35%

57%

65%

68%

72%

73%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Other

During meetings/class

While commuting

With friends/family

While watching TV

While traveling

Waiting in line/for appointment

When and/or in what situations do you use your Smart device? (select all that apply)

.

• People are most likely to use their mobile Smart devices while waiting in line/for an appointment or when traveling

• Many are also using their devices while watching TV or with friends/family

SECURITY


ONLINE SECUITY VS. MOBILE SECURITY CONCERNS

62%

16%

46%

16%20%

3%

22%

64%

27%

37%

15% 16%

5%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Top 2 Very concerned Somewhatconcerned

Neitherconcerned norun-concerned

Not veryconcerned

Not at allconcerned

Bottom 2

General Online Security

Mobile Online Security

Thinking about online security, in general, how concerned are you about making purchases or transactions online?Thinking again about online security, how concerned are you about making purchases or transactions online using your Smart mobile device?

.

• People are concerned about online security, whether they’re using a mobile device, or any device in general

• Directionally, more people are “very concerned” about online security using their mobile device (27% top one box score) than using any device in general (16% top one box score).


.

ONLINE TRANSACTIONS – MOBILE VS. COMPUTER

In general, would you say that you feel more comfortable making an online purchase or transaction using a Smart mobile device or a laptop/desktop computer?

7%4% 4%

26%20%

47%

66%

0%

10%

20%

30%

40%

50%

60%

70%

Top 2 Much morecomfortable

using a Smartdevice

Somewhat morecomfortable

using a Smartdevice

Equallycomfortable

using a Smartdevice or a

laptop/desktopcomputer

Somewhat morecomfortable

using alaptop/desktop

computer

Much morecomfortable

using alaptop/desktop

computer

Bottom 2

• People are more comfortable using their computers rather than their mobile devices for online purchases/transactions

• There is a sense among many people that security on mobile devices is not as good as on computers, often due to the security software installed on their computers, or a general lack of comfort and familiarity with making mobile transactions; others are worried that they may lose their mobile device.

“I will not use my phone to make purchases. It could

get stolen or lost.”“I have antivirus and firewall on computer and I know that I am making the transaction in the comfort of my home. Guess I just do not trust

the technology.”


.

• Parents are somewhat mixed on their level of concern around their children’s online purchases/transactions

• About one-half of parents (54% top 2 box score) with children under 18 who use mobile devices are concerned about purchases/transactions that their children make.

• Those who were concerned about their children making online transactions mentioned that they didn’t think that kids were as aware of what types of transactions or web sites were safe.

• Those parents who indicated that they were not that concerned about their children’s online transactions said that they simply didn’t allow their children to make online transactions.

If you have child(ren) under the age of 18 who use mobile technology devices, how concerned are you about the purchases or transactions that they make online? (if you don't have child(ren) under 18 who use mobile technology devices, just select "No Children Under 18 . . .")

Top 2 Box Very con-

cerned

Somewhat concerned

Neither concerned nor un-con-

cerned

Not very concerned

Not at all concerned

Bottom 2 Box

No children under 18 who use

mobile de-vices

54%

32%

22%

10%15%

22%

37%

61%“A child would not be able to understand which websites or

programs are secure.”

“I'm not very concerned because I do not allow my children to make online

purchases or other transactions without my knowledge.”

ONLINE TRANSACTIONS – CHILDREN

PRIVACY


.

57%

19%

38%

21%17%

6%

23%

0%

10%

20%

30%

40%

50%

60%



Not veryconcerned

Not at allconcerned

Bottom 2

Thinking about online privacy, how concerned are you about the privacy of the information that you are sharing while using your Smart mobile device(s)?

• Most people have concerns about the privacy of the information that they’re sharing on their mobile devices

• Over one-half of participants (57% top 2 box score) are at least somewhat concerned about the privacy of the information that they’re sharing on their mobile devices.

• Those who were concerned about their privacy while using mobile devices were worried that they may be unwittingly sharing their private information.

• Those who were less concerned about their privacy felt that they had not revealed anything on their mobile devices that they would have to be worried about.

“Because I have downloaded apps on my smartphone I feel that sometimes my

information is shared.”

“It seems to be more and more in the news and online websites policy

changes that data is collected on cell phones and online.” “Well, if you’re not

broadcasting yourself you really don't have anything to hide. But that's something I do

take into thought when I'm on the net.”

ONLINE PRIVACY CONCERNS


.

16%

5%

11%

75%

7%3%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Top 2 Makes me likelyto use muchmore often

Makes me likelyto use somewhat

more often

Has no impact Makes me likelyto use somewhat

less often

Makes me likelyto use much less

often

Bottom 2

What impact does online privacy have on your usage of Smart mobile devices?

• Online privacy issues have little impact on mobile device usage• Most participants (75%) indicated that online privacy issues have no impact on their mobile device usage.• People feel that they have control over what information they are sharing, or just simply don’t have concerns

about online privacy.

“I don't pay much attention to online

privacy.”

“I'm just careful about the information that I

choose to share.”

ONLINE PRIVACY IMPACT on MOBILE DEVICE USAGE


.

39%

15%

24% 23%

17%21%

37%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



Not veryconcerned

Not at allconcerned

Bottom 2

How concerned are you about what these location devices might be sharing about your personal information?

• People are mixed on their level of concern regarding what their mobile device’s location device/GPS is sharing

• Over one-third of participants (39% top 2 box score) are concerned about what their mobile device’s GPS might be sharing, often stating that it just makes them uncomfortable knowing that a stranger knows their location.

• Those who were less concerned either said that they had their GPS device turned off, or that they only used it for applications that they were familiar with.

“I don't like the idea that someone can track my every move when I am on my

phone any more than their ability to access my private information. The

information is then available for others to get to since it is shared with others and

stored on their information systems.”

“I don't use "check-in" services when I go places and don't have my phone set to broadcast my location

in any apps I use. I only use the gps in apps that help me find where

I need to go or to locate coupons/deals in my area.”

LOCATION SHARING CONCERN


.

If you have child(ren) under the age of 18 who use mobile technology devices, how concerned are you about the privacy of the information that they are sharing while using their Smart mobile device(s)? (if you don't have child(ren) under 18 who use mobile technology devices, just select "No Children Under 18 . . .")

• Most parents have some concerns about the privacy of the information that their children are sharing via mobile devices

• Parents’ main concerns are that they can’t always monitor their children’s online usage, and are worried that their children may naively share information that they shouldn’t.

• Those parents who were less concerned about their children’s online mobile privacy felt that they had adequately instructed their children, or carefully monitor their children’s online usage.

Top 2 Box Very con-

cerned

Somewhat concerned

Neither con-cerned nor un-

concerned

Not very concerned

Not at all concerned

Bottom 2 Box No children under 18 who

use mobile devices

66%

27%

39%

15% 12%7%

20%

61%“I can't watch my child's every move, so I only hope that my child uses her tablet

responsibly and not give out any personal information.”

“I warn my kids not to share any private info through the mobile

device all the time.”

ONLINE PRIVACY CONCERN of PARENTS WITH CHILDREN <18

HEALTH


.

25%

8%

17%21% 20%

35%

55%

0%

10%

20%

30%

40%

50%

60%



Not veryconcerned

Not at allconcerned

Bottom 2

How concerned are you that using mobile technology devices might have a negative impact on your health?

• Most people aren’t very concerned about mobile devices having a negative impact on their health

• One-quarter of people (25% top 2 box score) indicated that they were at least somewhat concerned about the impact that mobile devices have on their health, most frequently citing concerns about radiation.

• Those who were less concerned about their health either felt that they don’t use their devices enough to create a health problem, were skeptical about claims that mobile devices are detrimental to peoples’ health, or simply hadn’t considered that it might pose a health concern.

“They let off radiation...no matter how little....it's not

good for your health.”

“I am not on the phone talking that long to be concerned about the

negatives you hear about talking on the cell.”

“Studies have shown that the

health issues are overblown or nonexistent.”

“I've never thought

about it.”

MOBILE DEVICES - HEALTH CONCERN


.

1% 1% 0%

88%

9%2%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Top 2 Makes me muchmore likely to

use

Makes mesomewhat more

likely to use

Has no impact Makes mesomewhat less

likely to use

Makes me muchless likely to use

Bottom 2

What impact do health concerns have on your usage of Smart mobile devices?

• Health concerns have virtually no impact on people’s usage of their mobile devices• Most all participants (88%) indicated that health concerns had no impact on their mobile device usage.

HEALTH CONCERNS IMPACT on MOBILE DEVICE USAGE


.

85%

15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

No

Yes

Have you taken any steps or modified your behavior in any way due to health concerns around the usage of mobile technology devices?

• Few people have modified their mobile device usage due to concerns about their health• Of the 15% of people who said that they had changed their mobile device behavior due to health concerns,

most said that they try to limit their usage, use hands free technology, or try to keep the device away from them when possible.

“Not having my phone on at night or near my bed while sleeping, being careful about having phone in pockets.”

“Try to use my phone less.”

“I use hands free devices way more

than I used to.”

HEALTH CONCERNS IMPACT on MOBILE DEVICE USAGE (Cont.)


.

• Some parents were concerned about the impact of mobile devices on their children’s health, but most weren’t very concerned

• Those parents who had concerns about their children’s health and mobile device usage (34% top 2 box score) had general concerns about the long-term health impact from using mobile devices.

• Those who were less concerned most often just did not believe that mobile devices posed a health risk.

If you have child(ren) under the age of 18 who use mobile technology devices, how concerned are you that mobile technology devices might have a negative impact on their health? (if you don't have child(ren) under 18 who use mobile technology devices, just select "No Children Under 18 . . .")

34%

7%

27%22%

17%

27%

62%

44%

Top 2 Box Veryconcerned

Somewhatconcerned

Neitherconcerned

nor un-concerned

Not veryconcerned

Not at allconcerned

Bottom 2Box

No childrenunder 18who usemobiledevices

“They will be using the device for many more years than I have, which puts them at a

higher risk.”

“I honestly don't feel like this is a real problem or threat.”

ONLINE PRIVACY CONCERN of PARENTS WITH CHILDREN <18


Thinking about online privacy, how concerned are you about the privacy of the information that you are sharing while using your Smart mobile device(s)?

AGE AGE

18-34 (A) 35-49 (B) 50+ (C) 18-39 (D) 40+ (E)

Base size 41 37 27* 58 47

Privacy Concern

Very/Somewhat Concerned 54% 51% 67% 55% 57%

Very Concerned 15% 24% 19% 17% 21%

Somewhat Concerned 39% 27% 48% 38% 36%

Neither concerned nor un-concerned 29% 19% 11% 24% 17%

Not very concerned 12% 27% 11% 16% 19%

Not at all concerned 5% 3% 11% 5% 6%

Not very/at all concerned 17% 30% 22% 21% 26%

Capital letter indicates significant difference at the 90% confidence level

*Caution: small base size, no statistical testing run

PRIVACY CONCERN – BY AGE


What impact does online privacy have on your usage of Smart mobile devices?

AGE AGE

18-34 (A) 35-49 (B) 50+ (C) 18-39 (D) 40+ (E)

Base size 41 37 27* 58 47

Privacy Impact On Usage

Likely to use much/somewhat more often 12% 32% (A) 0% 17% 15%

Likely to use much more often 0% 14% 0% 7% 2%

Likely to use somewhat more often 12% 19% 0% 10% 13%

Has no impact 85% (B) 59% 78% 78% 70%

Likely to use somewhat less often 0% 8% 15% 3% 11%

Likely to use much less often 2% 0% 7% 2% 4%

Likely to use much/somewhat less often 2% 8% 22% 5% 15%



PRIVACY IMPACT ON USAGE – BY AGE


How concerned are you about what these location devices might be sharing about your personal information?

AGE AGE

18-34 (A) 35-49 (B) 50+ (C) 18-39 (D) 40+ (E)

Base size 42 37 27* 59 47

Location Device Concern

Very/Somewhat Concerned 50% 35% 30% 49% (E) 28%

Very Concerned 12% 16% 19% 14% 17%

Somewhat Concerned 38% (B) 19% 11% 36% (E) 11%

Neither concerned nor un-concerned 17% 27% 26% 20% 26%

Not very concerned 12% 22% 19% 12% 23%

Not at all concerned 21% 16% 26% 19% 23%

Not very/at all concerned 33% 38% 44% 31% 47% (D)



LOCATION DEVICE/ GPS CONCERN – BY AGE

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