We should apply the same level of caution to our smartphone and all smart devices around the home, writes Samsung’s Annika Bizon

As homes and habits become increasingly connected, mobile phones have emerged as the digital backbone of everyday life.

On these tiny devices, we manage everything from our finances to shopping and smart home appliances.

Yet while consumers grow more vigilant about smartphone security, a significant blind spot remains: the rest of their smart devices.

New research from Samsung highlights a striking paradox.

While 49 per cent of millennials and Gen Z Europeans think about their phone privacy daily, only 36 per cent apply the same scrutiny to their smart home devices.

This is concerning, given that devices like smart TVs, refrigerators and even lightbulbs gather sensitive data.

They are always on, and are embedded deeply into personal spaces.

The issue isn’t one of apathy, but of overwhelm. Three-quarters of young Europeans (75 per cent) say managing digital privacy is stressful, and one in five describe it as too complex.

Trust in brands is also fractured — only half believe companies truly prioritise data protection.

These findings suggest that while people are willing to engage with privacy tools, they often don’t feel empowered to do so.

Despite this, the desire for control is strong: 80 per cent consider privacy and data security when purchasing technology.

However, understanding remains low. Only 13 per cent feel ‘very knowledgeable’ about privacy, and nearly a third default to accepting app settings without question.

This underscores a modern cybersecurity challenge: not just building robust protections but ensuring users can understand and utilise them.

Samsung’s approach starts with people.

The company is committed to building secure foundations across its ecosystem, from smartphones and tablets to TVs and smart appliances.

Its government-grade platform, Samsung Knox, protects both Samsung Galaxy devices and home appliances, while the Knox Matrix initiative extends blockchain-based, multi-device protection throughout the full Samsung connected experience.

Samsung is also innovating in theft prevention. With the release of One UI 7, a suite of anti-theft tools such as Theft Detection Lock, Remote Lock, and Identity Check with biometric verification has been introduced.

These features are designed for immediate response, recognising that in moments of crisis, time is critical.

Notably, these protections aren’t limited to the latest Galaxy S25 series. Samsung is extending them to older flagship models, including the S23, S22, Z Fold, and Flip series — ensuring broader user protection regardless of the device.

Samsung firmly believes that cybersecurity must be accessible and easy to use — not a luxury.

The company continues to invest in user education, transparency and simple control features.

Through initiatives like Knox Vault for secure data storage, easy-tonavigate data policies, and remote device management tools, Samsung is placing privacy back into the hands of its users.

Empowering users in this way removes barriers to embracing the benefits of AI, smart homes and digital living.

In fact, over 60 per cent of consumers say they’d engage more with smart technology if they better understood it and felt confident their data was safe.

This presents a clear call to action, one that Samsung is proud to lead.

When consumers trust that their devices are working for them, the promise of connected living not only becomes possible, but also becomes empowering.

Photo: Samsung’s Annika Bizon