Confusion and Intrusion: Consumer Trust Eroded as Multi-Device Culture Takes Hold

  Confusion and Intrusion: Consumer Trust Eroded as Multi-Device Culture Takes

Business Wire

AMSTERDAM & SAN FRANCISCO -- September 4, 2013

Consumers’ progressively fragmented technology ownership is leaving them open
to increased confusion and privacy exposure, according to research released
today from AVG Technologies N.V. (NYSE: AVG), the provider of Internet and
mobile security, privacy and optimization to 155 million active users.

The study, which questioned almost 5,000 consumers across eight global
markets, showed that while consumers are being offered more ways and
opportunities to connect online than ever before, frustrations with the
management of multiple devices and the increased invasion of privacy is
threatening to overshadow the achievement.

In the wake of recent high profile news stories about companies and allegedly,
national governments using the Internet to gather vast amounts of personal
data from consumers’ devices, nearly half of respondents (46 percent) admitted
to both increased concerns about their privacy and a higher distrust of
companies and their ability to protection individual’s personal data.

“Our research showed that while more than seven in ten people (72 percent)
expect technology to become more helpful over the next five years, almost as
many (69 percent) felt that it would also become more intrusive,” explained
Judith Bitterli, Senior Vice President of Marketing, AVG Technologies. “This
is certainly not the original vision of those who created the Internet and
with particular concerns being raised about data sharing, there is a clear
question over just how long consumers will be willing to put up with the
current status quo.”

88 percent of those asked were not happy about providing their personal
information in return for a service, with most tolerating it because they had
to (38 percent), or limiting the amount of information they were willing to
give (36 percent). Additionally, almost eight in ten (79 percent) had stopped
an application or program download in the past because it asked for access to
information, indicating a strong sense of unease at the amount of personal
data consumers are being asked to forfeit.

Paired with privacy concerns, the sprawl of connectivity is adding further
pain points to consumers’ digital lives. Most respondents (59 percent)
confessed to using over three different personal devices and multiple
operating systems at home, and only 44 percent had taken steps to ease the
burden of managing their devices by connecting any together. The resulting
impact includes task duplication and increased technical issues.

“With our research highlighting consumers’ struggle to manage their whole
device ecosystem, making it simple for them to keep track of where and why
their data is being used has never been more vital. AVG is committed to
enabling a seamless connected experience that ensures consistent protection
for consumers’ online identities no matter which device they are using,”
continued Bitterli. “In today’s society, trust and privacy are intrinsically
linked and the whole industry needs to be careful to be as transparent as
possible or risk irreparably eroding the trust of their most important
audience. We will continue to make products that allow our customers to get
the best out of all their devices when it comes to security, privacy and

For further information about how AVG is simplifying the protection and
security of its customers or to learn more about AVG’s newly released 2014
product range please visit

Further Methodology:

An online survey of 4,927 consumers was undertaken across the UK, US, Brazil,
Canada, Australia, France, Germany and Czech Republic. The survey was set up
using Qualtrics and respondents were from Qualtrics’ online panel.Fieldwork
took place in August 2013.

About AVG Technologies (NYSE: AVG)

AVG’s mission is to simplify, optimize and secure the Internet experience,
providing peace of mind to a connected world. AVG’s powerful yet easy‐to‐use
software and online services put users in control of their Internet
experience. By choosing AVG’s software and services, users become part of a
trusted global community that benefits from inherent network effects, mutual
protection and support. AVG has grown its user base to 155 million active
users as of June 30, 2013 and offers a product portfolio that targets the
consumer and small business markets and includes Internet security, PC
performance optimization, online backup, mobile security, identity protection
and family safety software.

Keep in touch with AVG

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  *For small business security trends analysis, follow the AVG small business
    blog at


Waggener Edstrom for AVG
Katie Han, +00 1 (212) 551 4807
Samantha Woodman, + 44 (0)20 7632 3840
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