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%).