New data from Parks Associates (www.parksassociates.com) finds that 76 percent of U.S. broadband households are very concerned about their data security and personal privacy when using connected devices. The report shows identity and data theft are among the highest security concerns when using connected devices, but only 6 percent of U.S. broadband households have experienced those problems in the last year.

"Broadband households in the U.S. now own an average of more than seven Internet-connected computing and entertainment devices, and nearly one-fifth own a smart home device," said Patrice Samuels, research analyst, Parks Associates. "As consumers acquire more connected devices for their homes, the more exposure they feel, either through experience or from hearing about high-profile security breaches in the media. As a result, they are seeing high value in security and privacy support either as stand-alone services or through monthly fees.”

Among U.S. broadband households, more than 50 percent are interested in various security and privacy support services. Over 80 percent of broadband service subscribers are unaware that their provider offers complimentary Internet security services, including 81 percent of Charter customers and 96 percent of Suddenlink customers.

"Broadband providers that offer security software often license the software from security software companies," Samuels said. "These offerings are likely not heavily promoted because they do not generate revenue for the company, but providers could increase subscriber satisfaction and stickiness."