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Privacy fears ranked over technical problems, the time it takes to complete transactions, and the fear of hacking, in a survey of more than 2,000 consumers by KPMG. Twelve per cent said the fear that personal data would be sold to other firms was the biggest deterrent to buying online.
The survey found that people are more likely to trust sites that have independent accreditation of their security. Nearly 40% said they would feel comfortable buying or banking online from a company that had the BS7799 security standard. Twenty per cent said a web trading quality accreditation mark is a reassuring sign.
"Companies must start taking greater steps to communicate what they are doing to ensure security on their websites," said Robert Coles, head of information security at KPMG.
Further results will be revealed at InfoSec 2003, 29 April to 1 May