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Parks Associates research finds three in four internet households are concerned about their personal data security, with more than half saying they are very concerned. While consumers are very concerned about the security of their data, they are very fatalistic about this topic—almost two-thirds of consumers feel it is impossible to keep data completely secure. The proliferation of apps and connected devices creates many new avenues for data to leak out of a household, often just by accident or through an unpatched error, so the pressure is on device manufacturers and ISPs to ensure their solutions retain high standards in data and privacy protections for the life of their product.