Consumer expectations evolve for sustainable, secure internet

Cisco is on a mission to transform the economics and sustainability of the internet

The recently released Cisco Broadband Survey has shed light on the evolving needs and priorities of consumers in Europe, the Middle East, and South Africa (EMEA) regarding broadband connectivity. The survey highlights the growing importance of sustainability, security, and connectivity in shaping consumer expectations and demands for a more sustainable and secure internet.

Sustainable Broadband Becomes a Priority: According to the survey, 65 per cent of consumers in EMEA are now concerned about the carbon footprint of their broadband, with young people aged 18-24 showing the highest level of concern (73 per cent). Additionally, 77 per cent of respondents expressed their willingness to pay more for sustainable broadband, with a quarter of them willing to pay a premium of over 20 per cent. This trend aligns with a broader market shift, where consumers are increasingly aware of the environmental impact of the products they use and are demanding companies to address these concerns.

Security Takes Centre Stage: As hybrid work models become more prevalent, and the lines between personal and professional lives blur, consumers are becoming more aware of the security risks associated with increased online activity. However, the survey revealed that despite concerns about cybercrime, most consumers still rely on basic security measures, such as passwords (53 per cent), while only a quarter have activated their router’s firewall. As consumers plan to upgrade their broadband, security has emerged as a top priority alongside speed.

Growing Connectivity and Expansion of Digital Lives: The survey highlights the rapid growth of the Internet of Things (IoT) and consumers’ embrace of connected devices in their daily lives. Most consumers surveyed already have or expect to have their cars (67 per cent), lights (74 per cent), appliances (71 per cent), energy (76 per cent), and water (64 per cent) connected. Despite the cost-of-living crisis affecting spending habits, more than half of the respondents expressed a positive attitude towards new ways of connecting their homes and lives to the internet.

Importance of Sustainability and Security: Gordon Thomson, Vice President Service Provider – EMEA, Cisco, emphasized the significance of sustainability and security in broadband infrastructure. He stated that addressing the increasing threat of climate change and prioritizing sustainability and security in broadband infrastructure are crucial for enabling lasting and resilient digital transformation. Cisco is committed to designing products with energy efficiency and security in mind, adopting circular economy principles, and taking a smart and sustainable approach to lifecycle management.

Thomson further emphasized the need for simplifying solutions and building networks that can support global connectivity and economic growth while minimizing the impact on the future.

As consumer expectations continue to evolve, the broadband industry will need to respond to the demands for sustainable, secure, and connected internet experiences. By aligning with these priorities, broadband providers can enhance customer satisfaction, drive innovation, and contribute to a more sustainable digital future.



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