A recent study by Samsung Electronics reveals that as many as 88% of Europeans are concerned about privacy. Despite this high level of awareness, the focus is primarily on smartphones, while other smart devices are often overlooked. This article delves deeper into the study’s findings and explores the knowledge gap, consumer attitudes toward smart technology, and the role of security in building trust.
The Biggest Concern of Smartphones and Privacy
According to the study, nearly half of Europeans (49%) think daily about the impact of their smartphones on their privacy. This daily concern highlights a strong focus on mobile devices, but at the same time, little attention is paid to other smart technologies such as smart home appliances. For example, 40% of respondents say they never consider the privacy aspects of devices like TVs, refrigerators, or washing machines.
This ‘blind spot’ is worrying, especially given the prediction that the number of smart households in Europe will exceed 100 million by 2028. The lack of awareness regarding privacy in these devices indicates a deep-seated knowledge gap.
Knowledge Gap and Awareness
The study reveals that many Europeans are not well-informed about privacy issues:
- Only 13% feel well informed about privacy-related matters.
- 48% know what data their apps and devices collect.
- 31% accept default settings without understanding them.
- 64% feel unable to have full control over their privacy.
- 67% request better information about data and privacy.
- An impressive 50% trust brands to protect their data seriously.
These figures show that, despite increasing awareness, many consumers lack the knowledge or control needed to manage their data in an informed manner.
The Impact of Ignorance: Missed Opportunities
This lack of knowledge also has practical consequences. For instance, 18% of Europeans have consciously chosen not to share data between smart devices over the past year. As a result, they are not fully realizing the benefits of connected technologies, such as convenience and personalization. However, there is hope: 6 out of 10 respondents indicate they are more open to AI and smart home technology if they better understand how it can improve their lives.
Moreover, 64% recognize that their willingness to adopt such technologies increases when they can trust that their data is secure. Examples include personalized shopping discounts (17%) and energy-saving tips (15%), which Europeans say they currently miss out on due to hesitance to share data.
The Foundation for Trust in Smart Technology
Samsung emphasizes that trust must be built on strong security and transparency. Dr. Seungwon Shin, Corporate EVP & Head of the Security Team at Samsung Electronics, states: “Innovation and privacy go hand in hand. Despite the many possibilities of connected devices, consumers still hesitate to fully embrace AI experiences because they don’t know what happens to their data. We want users to have complete control over their privacy.”
The Samsung Knox platform plays a central role in this. It provides security for Galaxy devices and smart home appliances and is being expanded across the entire ecosystem of connected devices. Innovations like Knox Matrix, which secures devices within an ecosystem via private blockchain and is prepared for future technologies such as post-quantum cryptography, further strengthen security. Additionally, Knox Vault ensures that sensitive data like PIN codes and biometric information are stored in a separate hardware environment, even if the system is compromised.
