Surprisingly, CEA finds a high degree of complacency regarding existing storage mechanisms, with many consumers opting not to back up their files at all. This ambivalence is most likely attributed to a lack of awareness of available options, combined with concerns involving ease of use. Despite the possibility of hard-drive failures or damaged back-up discs, the possibility of file loss still does not resonate with the majority of consumers. Simply put, many users have revealed that backing up their files is not a high priority.
In order to foster demand for affordable and effective digital storage solutions, an effort to educate and alert consumers is needed. First and foremost, owners must be cognizant of the importance associated with the content they may not be backing up. Photos, in particular, may hold the highest value, yet often constitute the highest risk for loss if not properly backed up. Once people properly assess how much personal worth their files contain, it is critical they be made aware of the options available, and the relative simplicity with which they can be used. For those already attentive to the risks involved, it remains imperative that they understand how to perform, complete and frequent back-ups.
While blank discs remain, by far, the most popular method of storage, these may not be the most effective, and consumers are likely to invest in more reliable options if they fully appreciate what is at stake. As always, appropriate targeting and messaging will determine the successful attraction of this considerable demographic.