McAfee Reveals Average Internet User Has More Than $37,000 in Underprotected ‘Digital Assets’

But Consumers Still Don’t Adequately Protect These Assets Across All Their Digital Devices

SANTA CLARA, Calif., September 27, 2011 - McAfee (NASDAQ:INTC) today released the results of a new global study, revealing that consumers place an average value of $37,438 on the “digital assets” they own across multiple digital devices, yet more than a third lack protection across all of those devices. In the U.S., people valued their assets at a higher figure than anywhere else, at nearly $55,000.

Research firm MSI International surveyed more than 3,000 consumers in 10 countries about the financial value they would assign to digital assets such as photo libraries, personal information, and entertainment files, as well as their attitudes toward protecting them across computers, tablets and smartphones.

“Most parents wouldn’t dream of leaving a stack of their child’s photos, their family bank statements, online passwords and other personal information just lying around for strangers to sift through,” said Jennifer Jolly, consumer technology expert. “But that’s what you’re risking when you walk around with unprotected smartphones, tablets and other digital devices. Your digital assets are precious, why wouldn’t you safeguard them?”

Despite the high financial and emotional value of their assets stored in various places, 32 percent of the consumers who don’t use security protection on all of their devices still don’t think they need it. Respondents also cited cost as another reason why they are reluctant to purchase security protection for all of their gadgets (31 percent). However, 86 percent of people did agree that purchasing security protection was money well spent.

The number of Internet-connected devices also continues to explode, contributing to rapid changes in the consumer-facing threat landscape.

“Consumers recognize the value of their digital assets. While they are more likely to secure their PCs, they often neglect protection for their other Internet-enabled devices,” said Gary Davis, director of consumer product marketing at McAfee. “It’s like installing an expensive home security alarm on the front door, but leaving the windows and back door wide open. It just takes one open window to allow a virus, hacker, or identity thief to wipe out all the digital assets on any given device, having their personal and financial info compromised as a result.”

McAfee is addressing the growing digital needs of today's consumers by launching McAfee All Access; the industry’s first cross-device security solution that protects multiple Internet-enabled devices (PCs, Macs, smartphones, netbooks and tablets) under one annual plan.

Key Findings from the McAfee “Digital Assets” Survey

Living in a Multi-Device World

The Financial and Emotional Value of Digital Assets

Personal Memories Trump Entertainment in Digital Value

Attitudes toward Online Security and Protection

About McAfee
McAfee, a wholly owned subsidiary of Intel Corporation (NASDAQ:INTC), is the world's largest dedicated security technology company. McAfee delivers proactive and proven solutions and services that help secure systems, networks, and mobile devices around the world, allowing users to safely connect to the Internet, browse and shop the Web more securely. Backed by its unrivaled Global Threat Intelligence, McAfee creates innovative products that empower home users, businesses, the public sector and service providers by enabling them to prove compliance with regulations, protect data, prevent disruptions, identify vulnerabilities, and continuously monitor and improve their security. McAfee is relentlessly focused on constantly finding new ways to keep our customers safe.

Note: McAfee is a registered trademark or trademark of McAfee, or its subsidiaries in the United States and other countries. Other names and brands may be claimed as the property of others. © 2011 McAfee All rights reserved.

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A McAfee global survey reveals what your digital assets are really worth. (Graphic: Business Wire)

A McAfee global survey reveals what your digital assets are really worth. (Graphic: Business Wire)