Market Overview

New Kaspersky Lab Research Reveals Consumers' Strong Dependence on Digital Devices


Survey finds some consumers consider being connected as important
as food, water or shelter

Today, Kaspersky
released the findings of a new survey, in which nearly a quarter
of consumers (23%) responded that they would prefer to be caught naked
in public than be without their digital device. The survey report, "Online
or Lost: Our Constant Connection Dependency
," examines the close
connection that people have today with technology, and the lengths they
will go to keep devices by their side at all times.

Whether ordering food, conducting business or staying in touch with
friends, the digital world has become deeply ingrained in consumers'
daily lives. Staying connected is now a life essential, and getting
through a day without internet access seems unimaginable for many. In
fact, in Kaspersky Lab's survey, 22 percent of respondents stated that
being connected is as important to them as having easy access to food,
water and shelter.

Many people can hardly remember what life was like before they were
constantly connected. For nearly half of consumers (43%), checking their
device is the first thing they do in the morning, and 69 percent always
have their smartphone with them when leaving the house, even for a short
amount of time. Additionally, one-in-five survey respondents (19%) said
that they feel naked without their connected device.

Consumers are now relying on devices for more than just work or
connecting with friends and family – technology can now serve as a
"safety blanket" in the physical world. According to Kaspersky Lab's
survey, 75 percent of people have used their device to pretend to be
busy when they did not want to talk to someone. Additionally, nearly a
third of respondents (31%) prefer to carry out tasks such as ordering a
taxi, ordering food or finding directions through websites and apps
because they find it easier than talking to other people.

However, this reliance on devices means that not having access to the
internet can cause discomfort and stress. The vast majority of people
(90%) said they would feel stressed if their device was lost or stolen.
This is higher than the percentage of people that said they would be
stressed by missing a train or airplane, being involved in a minor car
accident or getting sick. Furthermore, one third of people (34%) said
they worry that they will have no way of entertaining themselves if they
cannot use their device.

"Connectivity has quickly become a staple of modern life and for many,
an absolute necessity," said Dmitry Aleshin, vice president for product
marketing, Kaspersky Lab. "Our desire to be online at all times, and the
things we are prepared to do to maintain that digital connection,
highlights how important connected devices are to us. However, with
connectivity extending into all aspects of our lives, security can't be
overlooked. Users need to ensure that, no matter the situation, their
connection remains both stable and secure."

In light of consumers' increasing reliance on maintaining a connection,
properly looking after devices and their security is now more important
than ever. Installing security solutions across all devices can help
people live their digital lives without the risk of losing their
connectivity when it is needed most.

Kaspersky Lab's flagship adaptive security suite, Kaspersky
Security Cloud
, offers features that can help consumers protect
their Windows, Mac, Android and iOS devices at all times:

  • When you can't afford for your computer to let you down,
    Hard Drive Health Monitor tracks issues with your computer's hard
    drive and warns if you're headed for a device failure.
  • If your device is lost or stolen, the Anti-Theft
    feature will help you locate and get your Android device back by
    turning on the alarm, locking and locating the device, or even taking
    a photo if someone begins to use the device.
  • If you are relying on public Wi-Fi to stay connected, Secure
    Connection protects your information by encrypting all your traffic so
    that nobody else can intercept your data.
  • If you are afraid that you're battery might run low, Device
    Power Consumption alerts you how much battery you have left on your
    Android device and how much time you have before it runs out.
  • If your children are away from home and you want them to stay
    Battery Tracker, a new feature in Kaspersky Safe
    Kids, notifies parents when the battery level gets low on their
    children's mobile devices.

For more information, read the full report, "Online or Lost: Our
Constant Connection Dependency" on Kaspersky Lab's website.

About Kaspersky Lab
Kaspersky Lab is a global cybersecurity
company which has been operating in the market for over 20 years.
Kaspersky Lab's deep threat intelligence and security expertise is
constantly transforming into next generation security solutions and
services to protect businesses, critical infrastructure, governments and
consumers around the globe. The company's comprehensive security
portfolio includes leading endpoint protection and a number of
specialized security solutions and services to fight sophisticated and
evolving digital threats. Over 400 million users are protected by
Kaspersky Lab technologies and we help 270,000 corporate clients protect
what matters most to them. Learn more at

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