In a recent survey of 919 U.S. adults, 18 years and older who spend at least three non-work hours a week online, 85 percent of consumers state that trusting a site is most important to them when interacting with a Website and sharing confidential information. In contrast, nine percent deemed competitive pricing as most important and another five percent thought ease of use was most important. Additionally, a whopping 93 percent of respondents said they would stop transacting on a site that was not secure.
The survey findings also concluded that 76 percent of consumers claimed that identity theft is a "major" concern for them. When asked how they felt about brands that did not protect their online identity, 56 percent felt "distrustful," 17 percent felt "disappointed," 13 percent felt "betrayed," six percent felt "indifferent," and four percent felt "let down." Finally, one in five engage in fewer online activities due to security concerns.
And how do consumers protect their online identities? According to the survey:
- 86 percent use a simple user name and password to enter accounts
- 62 percent look for the lock icon in the address bar
- 55 percent look for a logo or seal from the firm providing Internet security
- 52 percent look for https:// in the address bar
- 26 percent look for a green address bar
The findings suggest that Website credibility is key to consumers and they are willing to pay a little extra online for the peace of mind of knowing that their identities are protected. The survey was conducted by Synovate and commissioned by VeriSign.