Technology Concerns In a Mobile/Digital World

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

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.

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

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

The increased usage of mobile devices and the rise of social networking have made
WHAT? 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

HOW? 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.

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

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


MOBILE USAGE

• 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.

Less than 30 minutes 6%

Between 30 minutes and 1
12%
hour

Between 1 and 2 hours 32%



More than 6 hours 11%

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

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?


IMPORTANCE OF SMART PHONE ATTRIBUTES

• 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.

100%
88%
90% 85%
Top 3 Boxes
78% 76% Scale points
80% Bottom 3 Boxes
69% 1. Not At All Important
70%
59% 58% 2. .
60%
49% 3. .
50% 4. .
40% 34% 5. .

30% 24% 6. .

7. .
20% 15%
8% 10% 8. .
10% 6% 5% 6%
3% 3% 9. .
0% 10. Extremely Important
Phone Internet Text E-Mail Camera GPS Video Music Games
access Messaging

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


SMART PHONE USAGE SITUATIONS

• 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

Waiting in line/for appointment 73%

While traveling 72%

While watching TV 68%

With friends/family 65%

While commuting 57%

During meetings/class 35%

Other 13%

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

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


ONLINE SECUITY VS. MOBILE SECURITY CONCERNS

• 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).

70% 64%
62%
60%
General Online Security
50% 46% Mobile Online Security

40% 37%

30% 27%
22% 21%
20%
20% 16% 16% 15% 16%

10% 5%
3%
0%
Top 2 Very concerned Somewhat Neither Not very Not at all Bottom 2
concerned concerned nor concerned concerned
un-concerned

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?


ONLINE TRANSACTIONS – MOBILE VS. COMPUTER

• 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
70% make purchases. It could 66%
“I have antivirus and firewall on computer and get stolen or lost.”
60% I know that I am making the transaction in the
comfort of my home. Guess I just do not trust
50% the technology.” 47%

40%

30% 26%
20%
20%
7%
10% 4% 4%
0%
Top 2 Much more Somewhat more Equally Somewhat more Much more Bottom 2
comfortable comfortable comfortable comfortable comfortable
using a Smart using a Smart using a Smart using a using a
device device device or a laptop/desktop laptop/desktop
laptop/desktop computer computer
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?


ONLINE TRANSACTIONS – CHILDREN

• 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.
“I'm not very concerned because I do
61%
“A child would not be not allow my children to make online
54% able to understand purchases or other transactions without
which websites or my knowledge.”
programs are secure.”

37%
32%

22% 22%
15%
10%

Top 2 Box Very Somewhat Neither Not very Not at all Bottom 2 Box No children
concerned concerned concerned concerned concerned under 18 who
nor un- use mobile
concerned devices
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 . . .")

ONLINE PRIVACY CONCERNS

• 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 “It seems to be more and more in the
60% 57%
that sometimes my news and online websites policy
information is shared.” changes that data is collected on cell
50% phones and online.” “Well, if you’re not
broadcasting yourself
40% 38% you really don't have
anything to hide. But
that's something I do
30%
take into thought when 23%
21% I'm on the net.”
19%
20% 17%

10% 6%

0%

un-concerned
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)?

ONLINE PRIVACY IMPACT on MOBILE DEVICE USAGE

• 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'm just careful about
80% 75% the information that I
choose to share.”
70% “I don't pay much
attention to online
privacy.”
60%

50%

40%

30%

20% 16%
11%
9%
10% 5% 7%
3%
0%
Top 2 Makes me likely Makes me likely Has no impact Makes me likely Makes me likely Bottom 2
to use much to use somewhat to use somewhat to use much less
more often more often less often often

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


LOCATION SHARING CONCERN

• 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 “I don't use "check-in" services
track my every move when I am on my when I go places and don't have my
phone any more than their ability to phone set to broadcast my location
access my private information. The in any apps I use. I only use the gps
information is then available for others to in apps that help me find where I
45%
39% get to since it is shared with others and need to go or to locate
40% coupons/deals in my area.” 37%
stored on their information systems.”
35%
30%
24% 23%
25% 21%
20% 17%
15%
15%
10%
5%
0%

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


ONLINE PRIVACY CONCERN of PARENTS WITH CHILDREN <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.

“I can't watch my child's every move, so I
66% only hope that my child uses her tablet
“I warn my kids not to share any
61%
private info through the mobile
responsibly and not give out any personal
device all the time.”
information.”

39%

27%
20%
15%
12%
7%

Top 2 Box Very concerned Somewhat Neither Not very Not at all Bottom 2 Box No children
concerned concerned nor concerned concerned under 18 who
un-concerned use mobile
devices
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 . . .")


MOBILE DEVICES - HEALTH CONCERN

• 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.
60% “Studies have “I've never 55%
“They let off shown that the thought
radiation...no matter health issues are about it.”
“I am not on the phone
50% how little....it's not overblown or
talking that long to be
good for your health.” nonexistent.”
concerned about the
negatives you hear about
40%
talking on the cell.” 35%

30%
25%
21% 20%
20% 17%

10% 8%

0%
un-concerned
How concerned are you that using mobile technology devices might have a negative impact on your health?


HEALTH CONCERNS IMPACT on MOBILE DEVICE USAGE

• 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.

100%
88%
90%
80%
70%
60%
50%
40%
30%
20%
9% 11%
10% 2%
1% 1% 0%
0%
Top 2 Makes me much Makes me Has no impact Makes me Makes me much Bottom 2
more likely to somewhat more somewhat less less likely to use
use likely to use likely to use

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


HEALTH CONCERNS IMPACT on MOBILE DEVICE USAGE (Cont.)

• 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.
“I use hands free
devices way more
than I used to.” “Try to use my
phone less.”

Yes 15% “Not having my phone on
at night or near my bed
while sleeping, being
careful about having
phone in pockets.”

No 85%

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

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


ONLINE PRIVACY CONCERN of PARENTS WITH CHILDREN <18

• 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.

62%
“I honestly don't feel like this
“They will be using the device is a real problem or threat.”
for many more years than I
have, which puts them at a 44%
higher risk.”
34%
27% 27%
22%
17%

7%

Top 2 Box Very Somewhat Neither Not very Not at all Bottom 2 No children
concerned concerned concerned concerned concerned Box under 18
nor un- who use
concerned mobile
devices

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 . . .")


PRIVACY CONCERN – BY AGE

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%

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)?

Capital letter indicates significant difference at the 90% confidence level
*Caution: small base size, no statistical testing run


PRIVACY IMPACT ON USAGE – BY AGE

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%

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



LOCATION DEVICE/ GPS CONCERN – BY AGE

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)

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



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Technology Concerns In a Mobile/Digital World

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