Customers are struggling to understand why they have to jumpthrough so many security hoops to buy goods and services online and walkingaway from transactions in frustration.
That is the conclusion of research into user attitudes andbehaviour towards online security undertaken by Foviance on behalf of Oracle.
The survey of 500 plus users found that although a largenumber of users thought that security mattered they had little appetite fortaking it more seriously.
The survey also threw up some worrying figures with just shyof half walking away from a purchase because it had taken too long with 38%reporting that too many steps to a purchase would put them off.
“We invited people to participate in focus groups and theydidn’t take security that seriously,” said Marty Carroll, director at Foviance.
He added that customers saw it as the retailer’sresponsibility to deploy security protection and the result of too many hoopsto jump through left people writing passwords out.“People can never remember their passwords.”
He added that the other worrying trend highlighted in itsresearch was that if customers believed a retailer had failed to make thesecurity process easy they would leave the transaction.
Des Powley, director security, Oracle UK and Ireland, said that asking customersto register just to make a purchase, failing to use existing presence tools tomonitor access device and location were just two of the mistakes retailers weremaking.
“We think retailers are leaving a lot of untapped revenue onthe table,” he said as they balanced the demands of making the experience easybut also secure.
“There has to be a multilayered approach that accepts thereare shades of grey, “ he added.
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