Online Shoppers Cite Security & Convenience as Top Priorities When Shopping Online [3/5/2008]

According to a December 2007 survey by JupiterResearch and PayPal, online shoppers want two things when they shop online: payment choices and information security.

The survey found that all other things being equal, i.e., the product and the price, the deciding factor for consumers boiled down to who offered the most secure payment system, along with an array of payment options.

Ever more aware of identity theft, more than half of respondents cited financial data security as their leading concern when shopping online. Perhaps as a control measure, a full 66 percent of online shoppers wanted payment options, with 48% desiring alternative payment methods as part of this package (e.g., PayPal).

Online shoppers are serious about this. A full 55% of online shoppers went so far as to take into account the payment method they were going to use before even clicking on a merchant’s checkout button.

Survey Note: The survey consisted of 2,699 randomly selected U.S. online consumers. They were chosen by JupiterResearch partner NPD Group Inc., a market research firm.

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