A recent survey conducted by Cisco highlights the significant impact of consumer expectations on the internet and its infrastructure. The study reveals that people in Europe, the Middle East, and Africa (EMEA) are reevaluating their reliance on the internet, taking into account not only speed and reliability but also factors such as eco-consciousness, secure cloud infrastructure, and the Internet of Things (IoT).
One of the key findings of the survey is the increasing consumer awareness around the environmental impact of broadband connectivity. A staggering 65% of respondents in EMEA expressed concern about the carbon footprint of their broadband. This concern was even more prevalent among young people aged 18-24, with 73% expressing their worries. The survey also revealed that a significant majority, 77%, would be willing to pay more for sustainable broadband. In fact, around a quarter of respondents were ready to pay a price premium of more than 20%.
This trend is consistent with a broader market movement towards environmental sustainability. Previous surveys, including one conducted by Nielsen in 2019 and another by Globescan in 2022, have shown that consumers are increasingly aware of the environmental impact of the products they use and are demanding that companies take steps to mitigate negative effects on the planet.
Another crucial aspect highlighted by the survey is the dominance of password protection as the main security measure for home networks. Despite using their broadband for sensitive online activities such as banking and work, 53% of respondents rely solely on passwords to safeguard their home networks and devices. Shockingly, only a quarter of respondents have activated the firewall on their routers. This is particularly concerning considering that previous research by Cisco has shown that a significant majority, 57%, worry about the possibility of cybercriminals hacking into their devices.
While speed remains the primary concern for consumers planning to upgrade their broadband, security is rapidly becoming a close second priority. 38% of respondents ranked security as a top priority when choosing a broadband package.
The survey also reveals that as the number of IoT devices online continues to grow, so does the demand for bandwidth and processing power to analyze the massive amounts of data generated. This trend shows no sign of slowing down, as consumers increasingly embrace the idea of a “smarter” digital life. An overwhelming majority of respondents already have, or expect to have, various aspects of their homes connected to the internet, including cars, lights, appliances, energy, and water. This positive attitude towards connectivity remains despite the majority of respondents (63%) acknowledging that the cost-of-living crisis has affected their spending on digital services. As a result, some individuals have opted for lower cost broadband packages or even canceled streaming services.
Gordon Thomson, VP Service Provider – EMEA at Cisco, stressed the importance of prioritizing sustainability and security in broadband infrastructure. He pointed out that the carbon footprint of the information and communications technology sector contributes significantly to global greenhouse gas emissions, with networks and data centers accounting for more than half of that. In addition to the evolving cybersecurity landscape, the threat of climate change must be addressed. Thomson emphasized the need to build resilient and sustainable broadband infrastructure to enable lasting digital transformation while protecting the environment.
In conclusion, consumer expectations are reshaping the needs and economics of the internet. The Cisco survey highlights the increasing demand for sustainable broadband and the need for improved security measures in home networks. As the IoT continues to expand, there is a growing reliance on bandwidth and processing power. It is crucial for the technology industry to respond to these demands and accelerate the journey towards a more sustainable and secure internet for the future.