• by Gavin O'Malley  @mp_gavin, July 13, 2005

Phishing scams have greatly reduced consumers trust in e-mail, even when it seems to be coming from a trusted source, according to a Web-based nationwide survey conducted in June by the Ponemon Institute and released Tuesday. Consumers are very concerned about phishing and the difficulty it imposes on their sense of safety and ability to manage their e-mail inboxes, the survey found. Consumers consider it a serious problem and indicate strong demand for features that protect them from the threat of identity theft.

Eighty-one percent of the respondents reported having conducted transactions over the Internet. And while 53 percent said that they have received a fake e-mail and 17 percent have been tricked into responding, only 2 percent reported that they were the victims of identity theft as a result of phishing.

Eighty percent reported that fraudulent e-mails and phishing attacks have reduced their trust and confidence in e-mail, while 59 percent of respondents said they are no longer as active on the Internet for transacting business; forty-one percent have reduced their use of e-mail.

The leading tactics used by vigilant consumers to ensure e-mail's authenticity are to include a clearly visible trust seal or icon on the e-mail user interface, or subject line that certifies it as sent from a trusted sender. Also popular is a pledge by the trusted sender that it is obligated to protect you from fake e-mails and phishing attacks

In order to protect themselves from fraudulent senders, 76 percent of respondents said they would use an unsubscribe mechanism provided by their Internet service provider or e-mail client without having to send a separate e-mail or visit the sender's Web site. Sixty-one percent would like to have the ability to provide feedback and complaints about an e-mail via a pop-up box or window in their e-mail client or Web browser.