Survey Shows Customers Concerned About Privacy
The results of an annual survey by the Center for the Digital Future were released today, and have some concerning news for e-tailers and web based businesses. According to the survey, 61% of respondents said they were very or extremely concerned about the privacy of personal data when buying online.
This is the highest level of concern since the first year of the survey. Over the last few years the overall concern about the security of online shopping has been decreasing, however publicized cases of data breeches resulting in identity theft has led many to reconsider that position.
Ironically, the facts of the data breech cases don’t jive with the concerns. Almost none of the headline grabbing stories about identity theft has involved online information. In fact, one of the largest security break downs happened through the brick and mortar retailers, TJ Maxx. Other cases have involved missing or stolen laptops, not information hacked into via e-commerce shopping sites.
Even if online shopping concerns are unfounded, they still are a factor. Online business owners need to address the fact that their customers are worried about digital security. If your company doesn’t have a digital security plan in place, you need to draft one and place it prominently on your site. Along with credit cards, you might consider taking other electronic forms of payment like PayPal, which give an extra level of security to shoppers. If it is possible, include a snail mail address, or phone number, so that people can arrange payment without having to transmit data through the computer.
There is some good news for online commerce in the new survey. 60% of adults said that they shopped online, spending under $100 each month. The number of online purchases are also increasing, up to an average
of 36 per year. The study also named the most popular items that were bought online, which included books, CD’s, clothes, travel arrangements, games, software, hobby products, and gifts. If your store doesn’t already stock items in these categories, it would be a good idea to add a few.
Overall, the study had some positive results for the future of online business. More people are shopping online and they are spending more money. Companies who are able to address the concerns over protected privacy data will have an edge over their competitors who neglect this important concern.
You can downloaded highlights of the survey or purchase a copy of the full report, which also looks at internet usage, connectivity, and social attitudes about the internet.
