Report: 38% of broadband subs want data security bundled at no extra cost

Service providers are partnering with security solution providers to alleviate security concerns for subscribers. (Pixabay)

With the proliferation of devices in subscribers' homes, broadband security  and privacy are top of mind for consumers, according to a report.

According to a report by Parks Associates, 75% of the heads of U.S. broadband homes intend to buy a security or privacy service over the next 12 months, but 38% think they should be included in internet bundles at no additional charge.

The remaining 62% said they would opt to pay for the security or privacy services, either through a subscription, warranty or one-time fee.

"Security and privacy services include parental controls, malware detection, and network activity monitoring. While interest is high, consumers still show a reluctance toward recurring fees – only 27% of data security/privacy intenders would opt for a subscription model," said Lindsay Gafford, research analyst, Parks Associates, in a prepared statement. "The challenges to securing the smart home will intensify as consumers acquire more devices, creating ample business opportunities throughout the value chain for security solution providers. Vendors can differentiate by providing security expertise and flexible solutions that keep pace with changing security requirements."

Parks' latest report also found that among all U.S. broadband households, 63% were interested in a solution that prevented identity theft, but only 19% of them actually use identity theft solutions.

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When it comes to security and privacy, service providers are also offering options for their consumer and business customers.

"Consumers are struggling to understand what services are available to them, which service will actually protect their data, and which services fit into their payment preferences," Gafford said. "The service potential is immense, and broadband service providers are entering this space by partnering with data security solution providers to provide value-added services for consumers."

Additional information from the Parks' study included:

• Nearly 40% of consumers don't take any action to protect themselves from unauthorized access to their connected devices

• Only 15% of consumers strongly believe they receive a lot of benefit in sharing access to their data

• 63% of U.S. broadband households use at least one data security service for any purpose.