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ONLINE SHOPPING DECISIONS SIGNIFICANTLY IMPACTED BY ENHANCED SECURITY

Source: Association For Interactive Marketing

Posted on June 2, 2003

      A new U.S. consumer study from MasterCard International has revealed that enhanced security features are key motivators influencing future online purchasing on retailers' websites.

      Assurance that personal information would be kept private, a guarantee that consumers would not receive unwanted emails as a result of purchases and an extra layer of security for credit card transactions were among the most important factors influencing the degree to which consumers would make purchases online.

      More than 1,000 consumers participated in the study, "MasterCard Internet Consumer Segmentation Research," which was conducted during fourth quarter 2002.

      Steve Orfei, senior VP and head of MasterCard International's e-Commerce and e-B2B Center of Excellence, said the study indicates that extra security programs and assurances will motivate consumers to shop online.

      While motivators to future online purchasing vary considerably by consumer segments identified in the study, research findings indicate that online security is a broad-based issue that impacts all segments.




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