Better personal data protection online can boost consumer confidence, suggests study

March 17, 2003

Brussels, 14 Mar 2003

A lack of consumer confidence in security and personal data protection are the mains obstacles to the growth of eCommerce, concludes a recent study carried out by Tilburg University in the Netherlands.

The study, entitled 'Building consumer value through the Internet' investigated how the Internet could be used by brand manufacturers to build consumer value in innovative ways.

Some 50,000 consumers were asked to give their opinion of the Internet. While 71 per cent of respondents were happy with the services available online, opinion was split regarding automatic recording of personal data by websites.

When asked about privacy statements, most consumers interviewed said that they checked to see if their personal data was sold or shared or whether trust marks were present.

Finally, the study revealed that 56 per cent of consumers are reluctant to use their credit card to shop on line.

The results of the study suggest that if innovative technologies for eCommerce are to flourish, greater measures for security and data protection need to be implemented.

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CORDIS RTD-NEWS / © European Communities

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