The impact of IoT security labelling on consumer product choice and willingness to pay

Autoři: Shane D. Johnson aff001;  John M. Blythe aff001;  Matthew Manning aff002;  Gabriel T. W. Wong aff002
Působiště autorů: Dawes Centre for Future Crime, University College London, London, England, United Kingdom aff001;  ANU Centre for Social Research and Methods, The Australian National University, Canberra, Australia aff002
Vyšlo v časopise: PLoS ONE 15(1)
Kategorie: Research Article
doi: 10.1371/journal.pone.0227800


The Internet of Things (IoT) brings internet connectivity to everyday electronic devices (e.g. security cameras and smart TVs) to improve their functionality and efficiency. However, serious security and privacy concerns have been raised about the IoT which impact upon consumer trust and purchasing. Moreover, devices vary considerably in terms of the security they provide, and it is difficult for consumers to differentiate between more and less secure devices. One proposal to address this is for devices to carry a security label to help consumers navigate the market and know which devices to trust, and to encourage manufacturers to improve security. Using a discrete choice experiment, we estimate the potential impact of such labels on participant’s purchase decision making, along with device functionality and price. With the exception of a label that implied weak security, participants were significantly more likely to select a device that carried a label than one that did not. While they were generally willing to pay the most for premium functionality, for two of the labels tested, they were prepared to pay the same for security and functionality. Qualitative responses suggested that participants would use a label to inform purchasing decisions, and that the labels did not generate a false sense of security. Our findings suggest that the use of a security label represents a policy option that could influence behaviour and that should be seriously considered.

Klíčová slova:

Behavior – Communication equipment – Communications – Decision making – Elderly – Internet – Pilot studies – Internet of Things


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2020 Číslo 1