A recent Kinetic study conducted across 18 states found that 77% of people have moderate to extreme concerns about their internet safety, but only 22% feel confident that their current security measures actually protect their data and privacy. That’s a pretty significant gap between worry and action.

We wanted to learn what worries internet users the most, and what both providers and businesses can do to help them feel safer and more secure. Here’s what we found.

Get the full Kinetic Business Digital Privacy Report.

AI is making everyone nervous

When asked what technologies make them feel less safe online, artificial intelligence topped the list by a wide margin. A full 61% of people said AI makes them feel less secure—far ahead of smart-home tech (39%), cloud storage (35%), and Internet of Things devices (34%).

It makes sense. AI has become ubiquitous practically overnight, but most of us don’t really understand how it works, where our data goes, or how it’s being used. That uncertainty breeds anxiety. And when AI seems to be embedded in everything from our email accounts to our healthcare apps, it feels impossible to avoid.

Trust problems with public Wi-Fi

People know public Wi-Fi isn’t safe, but they keep using it anyway. Just 17% of survey respondents said they feel safe using public or business Wi-Fi networks.

On the other hand, people are fairly confident in more regulated services that handle their data: internet service providers, healthcare providers, and financial institutions.

So, the pattern is clear. People feel safest when they’re dealing with established, professionally managed services where there’s standardized accountability. They feel the least safe in open-access environments where they don’t know who’s watching or what’s being collected.

Digital fatigue is real

One of the most telling findings in the study is why people aren’t protecting themselves better—they’re exhausted by the effort it takes.

Only 37% of people update their passwords every few months. Less than one-third regularly change privacy settings, use private browsing, or read privacy policy updates. When asked why they’re not more proactive, the top reasons were limited technical knowledge (37%), cost of security tools (32%), and simply not knowing where to start (28%).

In other words, people want protection that works in the background. They don’t want to become digital security experts or spend hours managing settings across dozens of accounts and devices. They want “set-it-and-forget-it” approach—security that’s built in, automatically updated, and works without needing constant attention.

Small businesses feel it too

It’s not just individuals struggling with these issues. Kinetic Business’ 2025 Small and Medium-Sized Business Technology Report also revealed that 59% of small and medium-sized business leaders know their organization needs to improve its approach to protecting data and privacy. But only 49% plan to invest in security technology this year.

The gap gets even more concerning when you factor in that 52% of SMB leaders say they lack the in-house training and technical expertise to manage threats effectively. Small businesses are caught in the same bind as consumers. They know they need better protection, but they’re under-resourced and overwhelmed.

What people actually need

The technology already exists to address these concerns. Kinetic fiber-optic internet with security features. Professionally managed networks that are regularly updated against new threats. Services that protect both business operations and the customers who connect to public-facing Wi-Fi.

So, the challenge isn’t really technical—it’s about making these protections accessible, affordable, and automatic for the people and businesses that need them most.

When internet service providers and businesses step up to offer this kind of built-in, hands-off security, everyone benefits. Consumers get the peace of mind they’re looking for, businesses protect both their customers and their own operations, and we all create a stronger, united front against the online threats that keep evolving.

Want the complete picture?

This is just scratching the surface. The full 2025 Kinetic Business Digital Safety & Privacy Report includes detailed findings on consumer behavior, SMB challenges, and practical steps businesses can take to protect themselves and their customers.

Download the full report to get all the data, insights, and actionable recommendations.