The importance of maintaining strong data security levels has been underlined by a new report from Voxburner, which highlighted how aware young people are of the issues around keeping their personal information safe.

Two-thirds of 16 to 24-year-olds told the company that security is their number one factor when purchasing an internet-connected product, while over a third feel that the risks involved in the Internet of Things are unlikely to outweigh the benefits it offers.

While the development of a network of web-connected devices has big consequences for marketers, who could potentially utilise that information to target their campaigns more effectively by using CRM and other software, it is obviously important they ensure they keep their knowledge as safe as possible.

Some 87 per cent of the young respondents expressed concern about the safety of the data they share. This was leavened by the interest 80 per cent of people felt at the prospect of the Internet of Things, but 16 per cent expressed some trepidation at its growth.

Luke Mitchell, head of insights at Voxburner, told the Drum that the Internet of Things can have tangible benefits for consumers when it comes to saving time and money.

Nevertheless, these prospective plusses should not encourage a laissez-faire attitude to security.

“Despite having a higher than average stake in technology and a strong interest in what the Internet of Things can bring, there are concerns too,” said Mr Mitchell.

“We’re seeing young people becoming more worried about their data and control of personal information. Respondents can see that the Internet of Things potentially means more of their life is exposed digitally,” he explained.

The biggest impact offered by web-connected devices would be in making it easier to research products and save cash, while it would also help with social connectivity and tracking fitness or productivity, the surveyed consumer suggested.

For marketers, it will offer a new boost in the figures they can utilise when it comes to analysing consumer behaviour.