Some 47% of global consumers would change operator in the event of a security breach. This is one of the findings reported by Nokia in its recently completed 2016 Nokia Acquisition and Retention Study.‍

Security‍

Consumers worry about how secure their personal data is on their phones. In fact, 91% of consumers globally are worried about at least one potential security threat. With increasing amounts of sensitive personal and business information now stored on smartphones, mobile security has become an important aspect of consumers’ relationships with their operator and an increasingly important driver for retention.

• 47% of global consumers would change operator in the event of a security breach...
• ...and the more concerned a consumer is over security issues, the higher the propensity to churn
• But less than 50% of consumers have anti-virus software on their smartphones as compared to 87% of laptop/PC users.

In South Africa, 96% of the respondents are worried about a security issue, while 56% would switch network operators if their operator experienced a security breach.

Source: 2016 Acquisition and Retention Study‍

Nokia 2016 Acquisition and Retention Study The Nokia 2016 Acquisition and Retention Study has been designed to help mobile operators understand current trends in consumer behaviour, in order to make more informed decisions when developing acquisition and retention strategies. The focus of this extensive study is to uncover the core drivers of customer retention by providing detailed and granular insights around consumer perceptions, causes of dissatisfaction and the likelihood to churn across several scenarios.