In view of the launch of the cloud-based UltraViolet storage and access solution for movies, a new survey unveils pointers as to the current behaviour of British users of cloud computing services. Two-thirds of respondents (66%) already use cloud computing services without even realising it. But security, privacy and transparency regarding where information is and what’s done with it are users’ top three concerns regarding using cloud services.

The study, Generation Cloud, commissioned by Rackspace, a cloud computing service supplier, in association with the centre for Creative and Social Technology at Goldsmiths, University of London, indicates that British users could have at least £2.3bn worth of personal videos, music, books and photos stored in the cloud. The survey of 2,000 respondents also suggests that 31% of UK adults have considered what they might pass on to family members in terms of what is now being defined as their personal ‘digital inheritance.’ 



The survey and associated focus groups identified four distinct cloud user profiles:

Digital immigrant. Typically, this person is a regular cloud service user, deeply connected and immersed every day without understanding how or what the cloud is and without a distinction between the cloud and their life. This group accounts for 66% of the UK adults surveyed – i.e. those who don’t think they use cloud services, or don’t know if they do, but in fact regularly do use them.

e-Hoarder. Representing almost one in ten of the respondents (8 per cent), these people are completely immersed in the cloud and use it to stash everything for safekeeping, and sometimes to keep their physical space tidy. They are as digitally disorganised as they are in their homes – never properly naming files etc. and have thousands of digital things which they are afraid to delete, just in case.

Cloud skeptics. This group represents 20% of respondents. These are people who are deeply reliant on cloud services, with a tinge of mistrust or regret. They are unable to distance themselves from the cloud because of the ease of access. They have extensive social networks but deny that their personal life is enabled and informed online.

While they rely on the cloud, they worry about control of their data and wonder who, or what, has access to their possessions. There is at least some lack of trust of cloud service providers amongst almost 70% of respondents regarding the privacy or security of their information. Almost 1 in 10 (9%) don’t trust cloud service providers at all.

2020 Teenager. This group of pre-teen (not involved in the survey) are ‘digital natives’ and do not distinguish between hardware, software or data – cloud is simply a way of life. They also reveal the most about the future direction of cloud services and usage.

Fear of the ‘delete’ button is felt by more than just the e-Hoarder group, and is exacerbating the volume of cyber clutter Brits have. Some 44% of people surveyed who store things online said that they worry about deleting files, in case they might need them in the future. Almost 3 in 10 (29%) of people who have something stored online never or rarely delete anything. As a result, many people are using a huge amount of cloud storage space; often more than they can keep track of.

Almost half of Brits (48%) are concerned about losing important or valuable information stored in cloud services. Nearly half (49.5%) are uncomfortable with storing valuable or confidential information online, yet 32.5% say they do it in spite of this. And 44% are concerned that information sent via cloud email could be stored by a service provider in another country.

2020 forecast
Many respondents believe that the cloud will make CD and physical book collections a thing of the past for them. Predictions for 2020 include:

- 3 in 10 (31.5%) UK adults think that all their music will be stored and/ or accessed online, and they won’t own any CDs, etc (41% of 18-24 year- olds think this, compared to 24% of the 55+ year-olds surveyed),

- 38% said that the CD would be a collector’s item (43% of the 55+ age group agreed with this, while only 32% of the 18-24 year- olds did),

- 17% believe they won’t own any DVDs or other physical video formats,

- 28.5% said the DVD would be a collector’s item (similar to their views on CDs, 35.5% of the 55s and over agreed with this, while only 20.5% of 18-24 year-olds did),

- 25% believe they will no longer print photos,

- 14.5% said they wouldn’t own any physical books,

- 11% believe they won’t own a TV, using their computer or similar to access programmes,

- 16% believe their household appliances, e.g. their fridge, will access the Internet and automatically order more essentials when they are running low,

Looking to the future, 7% of the UK adults surveyed would be willing to move everything that could be moved to the cloud.

Story filed 26.10.11