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 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%.

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.