Revealing Personal Information Still Inhibits Online Shopping
According to a Pew Internet Project survey, released in February, 2008, most online Americans view online shopping as a way to save time and a convenient way to buy products. At the same time, most internet users express discomfort over sending personal or credit card information over the internet.
John B. Horrigan, Associate Director of the Pew Internet Project and author of the report, says "These inconsistent notions about the online shopping environment show that... people's confidence in the security of online shopping remains as an issue... "
More specifically, the report says:
These estimates above are independent effects, notes the report, showing the impact when the factors noted above, as well as other demographic and socio-economic impacts are held constant. The study finds that demographic factors such as race or gender have no significant impact on predicting levels of online shopping.
The report finds that two-thirds of online Americans have at one time bought a product online, and estimates that the share of internet users buying products online could be as much as 3 percentage points higher, or 69% if online Americans did not have such high levels of concern about personal or credit card information on the internet. Low-income Americans are most likely to express concerns about providing personal information online, and least likely to see time-savings or convenience in e-commerce.
Horrigan said, "...many (low-income people) see risk in the world of e-commerce, not convenience, so they avoid online shopping applications that might help them manage their lives."
In broad terms, the report found that:
Attitudes About Online Shopping: By Household Income (% of internet users in each age group who "strongly agree" with statement) | |||||
| < $25K | $25K-$40K | $40K-$60K | $60K-$100K | > $100K |
Upside of online shopping | |||||
The internet is the best place to buy items that are hard to find | 26% | 23% | 25% | 28% | 32% |
Shopping online is convenient | 22 | 24 | 22 | 28 | 36 |
Shopping online saves me time | 19 | 19 | 18 | 24 | 31 |
The internet is the best place to find bargains | 12 | 10 | 8 | 8 | 13 |
Downside of online shopping | |||||
I don't like giving my credit card number or personal information online | 44% | 32% | 36% | 35% | 25% |
I prefer to see the things I buy before I buy them | 39 | 24 | 32 | 26 | 22 |
Shopping online is complicated | 6 | 4 | 5 | 4 | 2 |
Source: Pew Internet & American Life Project Survey, September 2007 |
For additional information and access to a PDF file, please visit PEW here.
According to a Pew Internet Project survey, released in February, 2008, most online Americans view online shopping as a way to save time and a convenient way to buy products. At the same time, most internet users express discomfort over sending personal or credit card information over the internet.
John B. Horrigan, Associate Director of the Pew Internet Project and author of the report, says "These inconsistent notions about the online shopping environment show that... people's confidence in the security of online shopping remains as an issue... "
More specifically, the report says:
These estimates above are independent effects, notes the report, showing the impact when the factors noted above, as well as other demographic and socio-economic impacts are held constant. The study finds that demographic factors such as race or gender have no significant impact on predicting levels of online shopping.
The report finds that two-thirds of online Americans have at one time bought a product online, and estimates that the share of internet users buying products online could be as much as 3 percentage points higher, or 69% if online Americans did not have such high levels of concern about personal or credit card information on the internet. Low-income Americans are most likely to express concerns about providing personal information online, and least likely to see time-savings or convenience in e-commerce.
Horrigan said, "...many (low-income people) see risk in the world of e-commerce, not convenience, so they avoid online shopping applications that might help them manage their lives."
In broad terms, the report found that:
Attitudes About Online Shopping: By Household Income (% of internet users in each age group who "strongly agree" with statement) | |||||
| < $25K | $25K-$40K | $40K-$60K | $60K-$100K | > $100K |
Upside of online shopping | |||||
The internet is the best place to buy items that are hard to find | 26% | 23% | 25% | 28% | 32% |
Shopping online is convenient | 22 | 24 | 22 | 28 | 36 |
Shopping online saves me time | 19 | 19 | 18 | 24 | 31 |
The internet is the best place to find bargains | 12 | 10 | 8 | 8 | 13 |
Downside of online shopping | |||||
I don't like giving my credit card number or personal information online | 44% | 32% | 36% | 35% | 25% |
I prefer to see the things I buy before I buy them | 39 | 24 | 32 | 26 | 22 |
Shopping online is complicated | 6 | 4 | 5 | 4 | 2 |
Source: Pew Internet & American Life Project Survey, September 2007 |
For additional information and access to a PDF file, please visit PEW here.