While U.S. online shoppers buy frequently and widely via the web, they are aware that online shopping has risks, according to a new exclusive survey of 2,815 U.S. consumers, conducted by Internet Retailer and Bizrate Insights.
When asked how reports of thefts or breaches involving personal information and credit card numbers have influenced how they buy things online, most of the consumers surveyed say they are trying to be more careful.
Specifically, 21.6% say they look for security indicators on a website, such as https: or various security seals; 25.3% are more carefully checking credit and debit card statements; and 23.7% only shop online with retailers they know. Only 1.3% of those surveyed say fear of data breached has caused them to stop shopping online, while 22.9% say data breaches have had no impact on their online shopping behavior.
Consumers who change their behavior are hardly being irrational. According to The Pew Research Center’s 2016 study, “Americans and Cybersecurity,” 64% of consumers have experienced a major data breach of some sort and 41% have encountered fraudulent charges on their credit cards.
In January, Pew released an “Americans and Cybersecurity” report that stated most U.S. consumers don’t have a high level of confidence that their personal information will be safeguarded by retailers with whom they shop.
Only 14% of adults surveyed were “very confident” that companies and retailers they do business with will protect the sensitive data collected about them, and 46% said they were “somewhat confident.” More than one-third of respondents expressed low levels of assuredness, with 21% “not too confident” and 15% “not at all confident” in the ability of retailers to securely handle their information.