Almost half (48%) of consumers say they are very likely—and 28% are somewhat likely—to stop using the service of a company, such as an online retailer, if the business was hacked and the shopper’s credit card details were stolen and leaked online, according to a new study from the Centre for International Governance Innovation titled “Global Survey on Internet Security and Trust.”
The study also found that if the online retailer had another data breach and shoppers’ credit card data was stolen and leaked online for a second time, 58% of consumers say they are very likely to stop using the service and 22% say they are somewhat likely. However, one out of five consumers don’t seem fazed by such a breach because 20% of consumers say there are not very likely or not likely at all to stop using the service.
The Centre for International Governance Innovation study was conducted by market research firm Ipsos between Dec. 23, 2016 and March 21 and polled more than 1,000 internet users in 24 countries each, for a total of 24,225 respondents.
Consumers, however, are sensitive to more than just their credit card details being stolen: 44% of consumers say they are very likely to using stop doing business with a company if their password and email address were leaked, 42% say they are very likely to stop using an online service if their password was leaked, 40% are very likely to stop using an online service if their profile information was leaked and 38% are very likely to stop if their email address was leaked.
Among those surveyed, 22% of global consumers and 10% of U.S. consumers say they never purchase goods or services online. Of the 4,565 global consumers who replied that they don’t shop online, the main reason is that they don’t trust online shopping, with 49% stating that. Among U.S. consumers who don’t shop online (roughly 100 consumers), 44% cite their lack of trust as the main reason.
Other leading reasons (respondents could choose more than one answer) global consumers cite for not shopping online include:
- 25% say they’ve heard bad things about online shopping.
- 23% say it is too expensive.
- 21% say they’re not able to make online payments.
- 19% say it is too difficult.
- 17% say they do not find what they’re looking for.
The study also finds:
- Of the consumers that say the origin of the product impacts their decision to buy, 38% of U.S. consumers say they prefer products from the United States, compared with 55% of global consumers who say they prefer products from their own country.
- 48% of U.S. consumers say they purchase online once a month, 30% say they purchase two to five times a month and 12% more than five times a month.
- 57% of global consumers say they are likely to use mobile payments on their smartphone within the next year, while only 44% of U.S. consumers say they are likely to.
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