Gartner reports $2 billion lost e-commerce sales in 2006 due to consumer security fears. Gartner's report is based on a study of 5000 U.S. adults. This article quotes Gartner analyst Avivah Litan, who says,
"[T]his year, more people were stopping online banking than last year and also lowering their online purchasing dollars."
According to Gartner more than 10% of adults had cut their online spending to less than half of the previous year's. That means at least a 5% overall loss of revenue for e-commerce sites and 5% lost online transations for banks. In other words, if an e-commerce site that sells $1 million worth of merchandise a year actually could be selling at least $50,000 more a year if its customers were fully confident in the security of the site.