At least one brand’s e-mail prank caused some social media backlash among consumers.
That may be because data breaches hit close to home for many shoppers; 24% of online consumers in the United Kingdom say that they or one of their family members has been a victim of fraud.
High-profile data breaches at eBay Inc. and other online merchants have focused United Kingdom online shoppers’ attention on security, according to the latest eCustomerServiceIndex (eCSI) survey conducted by U.K. consultancy eDigitalResearch and U.K. e-retail association Interactive Media in Retail Group.
The online survey of 2,000 U.K. online consumers finds that 54% of shoppers say they are more conscious of their security online compared to 12 months ago.
That may be because the rash of high-profile breaches have hit close to home; 24% of online consumers say that they or one of their family members has been a victim of a fraudulent transaction involving an online retailer.
And half of the shoppers surveyed say online retailers need to do more to keep their customers safe.
“Security has become a crucial factor in the online customer journey for consumers,” says Derek Eccleston, commercial director at eDigitalResearch. “The onus is very much on retailers to invest in and improve their security measures for their online customers.”