McAfee calls for trustmarks

By Staff Writer for Trellix

Johannesburg, 15 Jul 2009

A study released by security company McAfee and conducted by Harris Interactive, shows that the economic downturn is not the main element affecting consumer online purchasing behaviour.

McAfee reveals that security fears have a greater effect on online purchasing.

"Online retailers need to understand that consumers with intent to purchase are terminating their orders because they don't feel safe online," says Jayson O'Reilly, McAfee regional manager for Africa.

"Our research suggests that economic concerns and price have not affected the way people shop online, but instead security concerns are the driving force behind whether a transaction is completed or terminated. All Web sites, regardless of size, need to take measures to prove to customers that their personal information will be safe and secure when doing business online."

McAfee found an increasing number of consumers will only shop on sites that have trustmarks - labels or visual representations showing participation in a legitimate scheme, and avoid all those that don't.

Harris Interactive research revealed that one in five consumers refuse to purchase from sites that don't display trustmarks. McAfee suggests that e-tailors prove their security measures and build the trust of consumers by displaying trustmarks so consumers feel safer.

According to McAfee, trustmarks are a way for smaller online retailers to come up against larger competitors. The security giant explains that if a site is lesser known but has a trustmark, consumers are more likely to purchase from them than from a better known retailer without one.