Security 'a key driver' of web purchase decisions

13th March 2008

Consumers who have located their desired product on two websites for the same price will consider the etailers' security rating, a new report asserts.

Sponsored by PayPal and carried out by Jupiter Research, the poll notes that security and payment options are at the top of customer priorities once product and price are no longer factors.

"Today's consumers demand security and convenience when they shop online, and merchants must answer with an extremely safe, fast and easy buying experience," says Cliff Hopkins, senior director of PayPal merchant services.

The confidentiality of their financial details would be the deciding factor by 54 per cent of respondents, while 55 per cent would choose the e-commerce company that offered their preferred method of payment.

A third of people polled would prefer to avoid filling out their personal details when completing a transaction over the web.

User reviews have this week been highlighted by Ben Camm-Jones, news editor of Web-User, as a factor that influences internet commerce.