User’s perceptions and tolerance of risk and their self-reported concerns of consumer products with internet connectivity

The steady rise of consumer products with internet connectivity (e.g. voice assistants, smart door locks, smart speakers) (CPIC) in people’s homes means that users face a complex array of potential hazards and harms. A pilot study ran in 2023 using a mixed methods design sought to increase the evidence base regarding CPIC with the practical aim that it could inform risk management decisions. A nationally representative sample of 854 UK participants provided ratings concerning their perceptions of risks concerning 10 CPIC (smart: watch, pet feeder, speaker, doorbell, toothbrush, door lock, robot sweeper, teddy camera, connected children’s toy and bluetooth tracker). A two-component solution (consisting of concern and benefits) was found to explain 89.3% of the variation in risk perceptions. Attitudes towards new technology were key in predicting levels of risk tolerance. In terms of specific risks participants were concerned by, data security concerns were most frequently rated the highest, with concerns about physical health and social relationships lowest. Data leakage (inadequate warnings or instructions) was deemed the most common cause of risks associated with CPIC. Over 5000 separate free text concerns for CPIC were analysed in response to the open question ‘What is the biggest risk you could envision associated with this product?’. Similar to the quantitative ratings, the most common concerns were around risks to do with data handling (privacy, storage, collection) and criminal activity from unauthorised internet access via the devices. Concerns of risks of a psychological nature made up only 5% of the overall reports. Our findings indicate that normal product functioning does not necessarily allay public concerns when it comes to CPIC, with results highlighting several areas of consumer concerns (data issues, criminal usage) that would be fruitful for regulators to focus their efforts towards.