As smart technology and AI become increasingly integrated into our daily lives, new research finds that nearly 9 out of 10 Europeans (88%) express concerns about their privacy.
But, for the majority of consumers, these concerns stop at their phones – despite other smart devices in the home also collecting personal data and being just as vulnerable to threats.
This new research from Samsung Electronics, which surveyed over 8,000 Millennial and Gen Z respondents across Europe, reveals that more than a third (36%) of young Europeans never think about the security of their smart appliances. In contrast, 1 in 2 (49%) think about the privacy of their mobile phones every day — a worrying blind spot given how connected our smart devices have become, and with the number of smart homes in Europe expected to surpass 100 million by 2028.
The research highlights how managing privacy can feel overwhelming for many—with 1 in 5 (20%) of those surveyed saying it’s too complex, and 75% finding it stressful. Within Europe, Spain tops the list of countries where people find managing their privacy the most stressful (88%), followed by Greece (87%) and France (75%) and Italy (75%).
Privacy concerns are wide-ranging—from fears of financial theft (67%) to unease about metadata being used to identify them (56%).
The findings point to a deep education gap when it comes to privacy. Many want to take control of their data when it comes to their technology. In fact, 8 in 10 (80%) put such considerations front and centre at point of purchase, alongside their familiarity with the brand. Yet despite rising awareness, many still feel unequipped to take meaningful action:
- Only 13% say they feel ‘very’ knowledgeable about privacy
- Just half (48%) are aware of the data their apps and devices collect about them
- 3 in 10 (31%) accept default settings on apps without fully understanding them
- Almost two-thirds (64%) feel they can never be fully in control of their privacy across their devices
- Over two-thirds (67%) are calling for better education on data and privacy
- Only 1 in 2 (50%) consumers say they trust brands to take the protection of their data seriously
These fears are holding consumers back from harnessing the full potential of the latest technology. Almost 1 in 5 (18%) haven’t shared data between smart devices in the past year due to security fears—showing that Europeans aren’t taking full advantage of connected living, and the enhanced lifestyle benefits it can bring.
Yet just over 6 in 10 (62%) say they would be more open to fully embracing AI and smart-home technology if they better understood the benefits to their lifestyle and felt confident their data was secure (64%). From personalised shopping discounts (17%) to smart home updates (15%) and tailored travel recommendations (15%), many recognise that they are missing out on everyday enhancements due to concerns around how their data is handled.
In light of these findings, Samsung is reinforcing its commitment to empowering users with strong safeguards and transparent privacy controls in an increasingly AI-driven world.
Dr. Seungwon Shin, Corporate EVP & Head of Security Team, Device eXperience Business at Samsung Electronics said: “At Samsung, we believe true innovation starts with people—which is why we put privacy at the core of everything we do. This research highlights a growing trend: while consumers are proactive about managing privacy on their smartphones, they’re often overlooking the broader ecosystem of connected devices. It also reflects a hesitation to fully embrace AI-powered experiences, largely driven by uncertainty around data use.
As advocates for privacy-first design, we’re committed to earning trust through transparency, choice, and built-in protections. Everyone should be able to explore new AI capabilities with confidence, knowing their data is protected and they remain in control. That’s why we’re focused on putting privacy in the hands of users—where it belongs.”
At the heart of this mission is Samsung Knox, the company’s government-grade security platform that safeguards its smart home appliances and Galaxy devices. With the rise of connected living, Samsung is expanding Knox security across its ecosystem so users can enjoy all smart appliances and AI-powered features with peace of mind[3].
Knox Matrix is Samsung’s long-term vision for connected security—where devices in the same ecosystem work together to safeguard one another. Built on private blockchain technology and backed by future-ready protections like post-quantum cryptography, Knox Matrix enables real-time, multi-device protection across smartphones, tablets, TVs, and more.
Complementing this is Knox Vault, which stores sensitive information like PINs, passwords and biometric data in a separate, hardware-based environment. This ensures that even if the main operating system is compromised, private information always stays protected.
With this layered security in place, users are empowered to manage their privacy across all their connected devices, making choices entirely on their own terms.
The research also shows that consumers want more than just promises—they’re seeking practical tools. 29% support clearer data usage policies, and the same amount value privacy information that’s simple and easy to understand.
Recognising this need, Samsung is expanding its efforts to educate users and equip them with tools that put privacy into their hands across all Samsung devices. For more information on privacy, see here. For more information on the Samsung Knox security principles, see here.
