Security Bulleted List
Preference Towards Purchasing Alternatives
Graphs: [Location]
[Age]
[Gender]
- Toll-free calls/faxes remain the most preferred method for purchasing amongst users.
On a 5 point scale with higher numbers indicating greater likelihood of usage, users
selected toll-free calls with a rating of 3.648. Secure online communications was just slightly behind with
a rating of 3.502. While the overall ranking of methods has not changed since the Fourth Survey a year
ago, the difference between the two options has shrunk from 0.400 to only 0.146, indicating that
either method would be acceptable to users. Users still have the same avoidance towards
passing credit card information through email (1.9 Sixth Survey vs 1.9 Fourth Survey). Likewise,
offline account creation supplemented with online purchases is marginally preferred (3.3 Sixth Survey vs
3.3 Fourth Survey). However, this method is still preferred to users having to make a toll call/fax
to make purchases (2.3 Sixth Survey vs 2.3 Fourth Survey).
Providing Credit Card Information Through The Web
Graphs: [Location]
[Age]
[Gender]
- This question asked users to state their agreement(5)/disagreement(1) on a 5 point
scale about providing credit card information through the Web. Overall the trend is towards
increased trust in the Web for transactions, though security concerns are
a primary reason for not buying on the Web (average 3.39). This sentiment has decreased
slightly over the past year, where in the Fourth Survey the average was 3.56. Not
purchasing over the Web due to security concerns continues to bother women more
than men (3.76 women vs 3.17 men). Providing credit card information through the Web is
considered riskier than giving over the phone (3.36), riskier than giving to an unknown store
(3.06), and riskier than faxing to an offline vendor (2.95).
- Users are divided in their agreement that providing credit card information over the Web
is just plain foolish, though the average (2.95) suggests that slightly more people disagree with
this statement. Compared to a year ago, users disagree with this statement more (3.56 Fourth Survey),
revealing an increase the perceived security of Web transactions. Older users are more cautious
of Web security than younger users.
Third Party Account Handling
Graphs: [Location]
[Age]
[Gender]
- For this question, users were asked to rate their preference for dealing with
different third parties for the set-up of an account that would complete financial
transactions with online vendors for purchases made online. The vendors would handle
shipments. Higher numbers indicate a greater preference for a third party. As with the
Fourth Survey, users prefer to deal either with a major credit card company, e.g., Visa
(average 3.84) or a major bank, e.g., Citibank (3.62). Users still feel slightly uncomfortable
with well-known online mall operators, e.g., Internet MCI (2.81), digitally based banks,
e.g., DigiCash (2.73), other well-known third parties, e.g., Intuit, Microsoft (2.68).
Europeans tend to prefer credit card companies and banks. They also who a preference for
digitally based banks (average 3.12). Major differences across age and gender were not
observed.
