Core Insights - A significant concern exists among consumers regarding online safety when using free public WiFi networks, indicating a demand for more secure networks in these locations [1][6][8] Consumer Sentiment - The Kinetic Business Digital Safety & Privacy report revealed that 57% of consumers feel unsafe using public or business WiFi, while only 17% feel safe, with 24% remaining neutral [2][9] - 77% of consumers express concern about their internet safety, with 60% feeling unsafe online due to current economic conditions and the rise of artificial intelligence [7][8] Data Handling Perception - Consumers' sense of safety is closely linked to their perceived control and accountability over their personal data, with trust diminishing when they feel powerless regarding data collection and usage [4][5] - Familiar and regulated entities, such as healthcare and financial institutions, are viewed as safer for handling personal data compared to distant third-party companies [5] Business Implications - The report emphasizes the necessity for businesses to implement secure guest WiFi networks and enhance transparency around data collection practices to build consumer trust [3][6][8] - As two-thirds of consumers (67%) report being more cautious with their personal data, increased customer education and awareness are essential to address public perception [3][6]