Security
2016 Acquisition and Retention Study report series

Consumers worry about how secure their personal data is on their phones. In fact, 91 percent of consumers globally are worried about at least one potential security threat. With increasing amounts of sensitive personal and business information now stored on smartphones, mobile security has become an important aspect of consumers’ relationships with their operator and an increasingly important driver for retention.

• 47 percent of global consumers would change operator in the event of a security breach...
• ...and the more concerned a consumer is over security issues, the higher the propensity to churn
• But less than 50 percent of consumers have anti-virus software on their smartphones as compared to 87 percent of laptop/PC users.

Nokia’s Security report is part of the 2016 Acquisition and Retention Study report series. It outlines the key security threats consumers worry about the most and offers insights into how security impacts customer retention.