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Boost Mobile’s Privacy Focus Is on Point but Misses the Pricing Sweet Spot

by Nitesh Patel | Mar 17, 2021

Following on from my post at the beginning of the month about Boost Mobile’s focus on privacy and security I thought it would be interesting to run a survey in the US to gain some directional guidance on two of my assumptions:

  • The first assumption is the extent to which consumer concerns about online privacy and security have grown over the last year, due to a combination of negative personal experience and greater news coverage.
  • The second is whether willingness to pay for software and apps for protection against privacy and security violations is in the low single digit share of subscriber range, which is in line with my expectations.

Here is a top-level summary of those results:

  • 6 in 10 US respondents indicate that their attitude and concern toward online privacy and security has increased over the past 12 months.
  • 1 in 4 indicate willingness to pay for features designed to screen and manage calls, e.g. identifying, blocking, and reporting spam calls and transcribing voice mails to text.
  • 40% indicated willingness to pay for for online privacy tools e.g. secure Wi-Fi connections and alerts when personal details are linked.
  • Boost’s Privacy Premium at $5.99 per month misses the pricing sweet spot.
  • Females are more willing to pay for online privacy and security tools and are also willing to pay more.

A complimentary copy of this consumer insight can be accessed by clicking here: Boost Mobile’s Privacy Focus Is on Point but Misses the Pricing Sweet Spot

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