Consumers Seem a Little Cloudy About the Cloud - eMarketer

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Consumers Seem a Little Cloudy About the Cloud

Many say they never use it, or don’t even know what it is

February 10, 2017

Cloud computing may be common knowledge among digital media and marketing executives, but consumers aren’t quite sure about it.

Frequency with Which US Internet Users Use Cloud Technology, Jan 2017 (% of respondents)

A recent AYTM Market Research survey found that more than half of US internet users either don’t know what cloud services are, or haven’t used them yet.

Only 10% of respondents reported they use cloud services regularly, while another roughly 20% said they did so occasionally.

Security concerns may factor into consumers’ hesitance to use cloud technologies. Even among respondents who had used the cloud, nearly six in 10 said they are at least somewhat worried about the security of the technology. And only 16.8% of cloud users fully agreed that they feel more secure using cloud-based programs than other programs.

Despite these concerns about security, many users do see the advantages of cloud technologies. About 63% agreed at least somewhat that cloud-based programs make accessing information easier, while more than a third said they’d be more likely to sign up for an online product or service if it used the cloud.

—Alison McCarthy

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