U.S. Hispanics shun web buying due to payment security issues, study says
Concern about the security of online payments is the top reason U.S. Hispanics don’t buy on the web, according to data from Forrester Research. Cited by With cited by 32% those surveyed by the research firm, concerns about providing their personal financial information online edged out the desire to feel and touch a product before purchasing it, cited by 30%. That knowledge provides a clear opportunity for retailers targeting this market to boost sales, according to Forrester: by providing information on the site about online security in Spanish as well as English.
Forrester’s report, “Understanding Hispanic Web Buyers,” notes that although most U.S. Hispanics who are online don’t need to use Spanish when ordering information, providing the security policy in both languages can help allay customers` concerns. Forrester notes that BestBuy.com, for example, one of the top U.S sites from which Hispanics purchase, lets users switch the security policy statement back and forth between Spanish and English when reading it online.
The report also notes that retailers should make the security policy easy to find, no matter where the visitor is on the site, not just at checkout.
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