Amid deepening eco-consciousness, increased remote working and the consequent cybersecurity concerns, and the proliferation of IoT devices, contemporary consumers want more than just fast internet speeds when it comes to their broadband, according to data from Cisco’s most recent survey.

The Cisco Broadband Survey, which uncovered the following findings, was conducted by independent research consultancy Censuswide. It surveyed nearly 22,000 workers across the UK, Germany, Italy, France, Spain, the Netherlands, Switzerland, Sweden, Poland, Saudi Arabia, the UEA, and South Africa to gain their thoughts on broadband in 2023 and beyond.

Specifically, on the environmental front, the survey discovered that 65% of consumers are now concerned about the carbon footprint of their broadband, with those aged 18-24 most concerned (73%). In light of this, 77% of people said they’re willing to pay more for sustainable broadband, with roughly a quarter happy to pay a premium price of more than 20%. This mirrors the wider market trend that more consumers want companies to mitigate negative impacts on the planet.

Further, the survey found that security is the second most important priority among people choosing a broadband package (38%), with internet speed narrowly ranking in top place (40%). While respondents seemingly want to be secure when online — not least due to the surge in working from home in the last few years — the survey surfaced something of a dichotomy here: only a quarter of respondents have turned on their router’s firewall, despite Cisco’s previous research finding that 57% of consumers worry about cybercriminals hacking their devices.

Consumers are also embracing the shift towards a “smarter” digital life at home with Internet of Things (IoT) devices, which is driving the number of internet connections and a demand for reliable bandwidth higher. The survey uncovered that the majority already have — or expect to have — their cars (67%), lights (74%), appliances (71%), energy (76%), and water (64%) connected.

On this, 54% of respondents said they were feeling positive about new ways to connect their homes and lives to the internet, despite 63% saying that the cost-of-living crisis has impacted the way they spend money on digital services. 21% have reported moving to a lower cost broadband package, and 16% have cancelled streaming services.

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Speaking on the survey’s findings and how the global tech industry should respond moving forward, Gordon Thomson, the Vice President Service Provider – EMEA at Cisco, said: “The old technology adage of ‘faster, cheaper, better’ has not been relevant for a long time.”

He continued: “It’s now about simplifying solutions and building networks that can fuel global connectivity and economic growth, facilitating and protecting the digitalization and automation of everyday activities, all without losing sight of our impact on the future.”

“In addition to the cybersecurity threat landscape constantly evolving and expanding, we have to deal with the increasing threat of climate change. Prioritizing sustainability and security in broadband infrastructure is therefore crucial to enable lasting and resilient digital transformation,” he noted.

“The carbon footprint of the information and communications technology sector is estimated to account for around 2.1 – 3.9% of global greenhouse gas emissions, and more than half of that comes from networks and data centers.”