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F-Secure Survey Identifies Safeguarding Content as a Key Concern - Security and Privacy also Essential

A global F-Secure survey of broadband subscribers* has identified security, privacy and issues relating to the storing and sharing of digital content as key concerns. The findings reflect a changing digital landscape marked by the use of multiple devices to access the Internet as well as an explosion in user-generated content.

“Protection from viruses, malware and other online threats remains as important as ever before.  What’s new is that consumers are also seeking safe ways to store and synchronize content across their many devices, and also to share this content online, anywhere and anytime”, says Samu Konttinen, Executive VP, Customer and Market Operations, F-Secure.

Most want to share, but safely

Most respondents (76%) were concerned about their privacy when they share their life on social platforms. When asked about both social networks and cloud storage solutions, consumers expressed a high concern (70%) about who else can access their content, such as photos, videos, documents and emails. As many as 43% felt that they are losing control of their content.

39% were already actively using some kind of cloud solution for storing, backing up or synchronizing content across devices. 68% thought it would be useful to have all their content accessible on all their devices wherever they are. 77% felt that their content is more important than the device itself.

Despite huge growth in social media, the most common way to share content with friends and family is email (74%). This is followed by CD or USB Stick (54%) and then social media (50%). Nevertheless, consumers are interested in instantly sharing content via social platforms regardless of the device or location, especially in emerging markets. In India 76% of respondents thought these kinds of services are useful and in Brazil 61%.

Seeking services from broadband providers

The respondents generally wished to subscribe to security, storage, backup and synchronization services through their existing internet service provider. The key reasons for this preference were trustworthiness (44%) and availability of phone support (41%). More people trust their broadband provider (61%) than global companies (51%), such as Dropbox and Google, to store and safeguard their private or sensitive content.

“The findings confirm F-Secure remains ahead of the curve. We were pioneers in making our cloud-based anti-virus software available through operator partners, and today offer online storage, backup and synchronization solutions through a network that spans more than 200 operator partners in more than 40 countries around the world,” says Christian Fredrikson, President and CEO at F-Secure.

F-Secure’s flagship cloud solution for broadband and mobile operator partners, Content Anywhere, allows operator’s customers to store, sync, share and access content safely across their PCs, Macs, tablets, smarthones and televisions through their own private clouds.

More information: www.f-secure.com/content-anywhere

*The F-Secure broadband survey covered web interviews of 6,400 broadband subscribers aged 20–60 years from 14 countries: France, the UK, Germany, Sweden, Finland, Italy, Spain, the Netherlands, Belgium, USA, Canada, Brazil, India and Japan. The survey was completed by GfK, 25 May–1 June 2012.

F-Secure – Protecting the irreplaceable
While you concentrate on what is important to you, we make sure you are protected and safe online whether you are using a computer or a smartphone. We also backup and enable you to share your important files. Our services are available through over 200 operators around the world and trusted in millions of homes and businesses. Founded in 1988, F-Secure is listed on NASDAQ OMX Helsinki Ltd.
f-secure.com | twitter.com/fsecure | facebook.com/f-secure

For more information, please contact
Ulla Toivanen
Tel. +358 (0)40 752 0688
E-mail: firstname.lastname@f-secure.com