Based on the results of a new GfK Business & Technology online survey of 1,000 adults, nearly half of consumers are aware of the "cloud," but only 9% acknowledge that they fully understand it. According to IMS Research, there will be a greater need for consumers to move their data to cloud-based services as the growth of connected devices is expected to reach 22 billion within the next decade. Cloud computing is used to describe applications and services hosted and run on servers connected to the internet that end users do not have to maintain or support. Consumers are increasingly in need of cloud-based services with data spread across multiple devices, including laptops, cell phones and tablet computers. As 4G data networks begin to roll out over the next year, consumers will be consuming and needing to access greater amounts of data across all of their connected devices. However, while there is a general understanding of what the cloud is, 62% are either not aware of the cloud or aware but do not understand it. Interest in storing data within the cloud is significantly higher in younger than in older consumers, with approximately 60% of users between the ages of 18-35 interested in moving their data to the cloud. In older age groups, though, that number drops significantly, with only an average of 25% of users over the age of 50 interested in moving their data to the cloud. Rob Barrish, senior vice president of GfK Business & Technology, says "Consumers... now facing similar challenges... faced by enterprises in needing to securely manage massive amounts of data... when rolling out cloud-based services... marketers (should) keep in mind that consumers want to be able to access content on all of their devices across multiple platforms." Concerns among consumers about moving their data to the cloud include: