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Based on a study conducted by Veritas, 38 per cent of the 2,000 survey respondents said they would not pay for extra data storage on top of what’s available on their personal devices. This leaves them with a stark choice between saving more data or device performance.
Evolving data habits
When running out of storage on their personal devices, 82 per cent of consumers would rather delete data than pay extra to keep it. The data types that are most likely to face deletion are films and TV shows (45 per cent) and text messages (45 per cent), followed by apps (41 per cent) and videos (35 per cent).
In some cases, consumers put more value on their work-related data than personal data, with 33 per cent willing to delete their personal emails compared to 31 per cent that say they would delete work emails. However, only 22 per cent would delete their photos above other data types, suggesting photos hold the greatest sentimental value for Brits when it comes to data.
In fact, over a quarter (27 per cent) of consumers admit to keeping all of their images out of fear of losing them, more than any other category. By contrast, over half (51 per cent) delete all of their film and TV show content from their personal devices instead of storing it.
“Not all data is created equal, and consumers have strong views on what types of data matter most to them,” said Jasmit Sagoo, senior director, Northern Europe at Veritas. The widespread availability of content distribution platforms, such as video streaming services and social channels, enables users to save content without limits or costs. As a result, consumers have become used to data storage being plentiful, accessible and cheap.”
Won’t pay, won’t delete, won’t tidy away
A significant minority take a different view to their peers. Almost a fifth (18 per cent) of consumers could be classed as data-hoarders, seeing their data as precious and refusing to delete any of it. However, this group is split down the middle in their attitude to storage with half of them, 9 per cent overall, being unwilling to pay for extra storage.
Yet with free online services allowing consumers to store massive quantities of personal data in the cloud, few are willing to pay a premium. Even among those willing to invest in extra storage, enthusiasm is limited around cost. Over a third (38 per cent) refuse to purchase a monthly subscription for any degree of storage. The most any would pay for 1GB a month is £5.
“We’re creating more and more pockets of personal data, in the cloud and on our devices at furious speeds. Yet our potential for storage is hardly infinite,” added Sagoo. “It’s imperative that consumers improve their data hygiene. This means understanding what data you have and being mindful of when and where you save it. Saving important personal data can seem like a good idea, but it isn’t always necessary and risks it falling into the wrong hands.
”At the same time, consumers need to be more responsible with their storage. Too many don’t keep track of how much they are using and save without a second thought. This soon leads to a last-minute ultimatum, forcing them to clear storage space or sacrifice their device performance. Consumers won’t be able to keep maxing out on free storage forever, so it’s crucial they get better at deciding what data is most important to them. A big data spring clean is certainly in order.”
