UK online shoppers are getting far more security savvy, shows a
survey of consumers by
PayPoint.net.
The survey found that 98% of shoppers check for some kind of
online security before paying, and just 3% say they would trust a
small online business.
Ease-of-use lulls consumers into a false sense of security,
however, with 79% trusting sites that have clear and easy payment
instructions.
The survey found that over 90% of users look at three or more
security features before clicking "pay".
The most popular security checks are:
• Padlock icon in the web browser (viewed by 88%)
• Presence of UK contact address and phone number (85%)
• Clear refund and returns policy (85%)
• Logos of reputable payment providers such as Verified by Visa
(82%)
• Customer testimonials (54%)
• IMRG's Internet Shopping Is Safe logo (50%)
In spite of this heightened security awareness, a worrying
proportion of respondents (69%) admitted they could be won over by
a well-designed site.
The PayPoint.net survey indicated that fraudsters could put a
large number of consumers off their guard with a simple,
easy-to-use site with clear instructions for payment (79%).
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