Source: STL Partners survey of 1100+ consumers globally, conducted in April-May 2020. Details of survey participants are included in the accompanying report.
Our consumer survey found that the majority of consumers are willing to purchase cybersecurity services from their broadband provider and that, across consumer segments, there is a willingness to pay for security coverage beyond basic malware prevention. Operators therefore have an opportunity to serve this market, find new growth, and build a brand as a trusted partner.
However, the two biggest challenges in addressing the consumer market with cybersecurity services are price and ease of adoption. To be successful, operators need to find a price point and model that is attractive to most customer segments and must move towards zero touch and automation for delivery and management of the service.