Survey: Spam Top Worry for Holiday E-Shoppers
The poll, done by NFO WorldGroup for privacy organization TRUSTe, asked more than 1,200 consumers their comfort level with e-commerce. Spam was the top factor identified as limiting or preventing e-commerce this holiday season, with 38 percent saying they feared a product purchase would lead to spam. Another 35 percent said identity-theft risk hindered their e-commerce, and 30 percent feared credit card fraud.
Consumers were split on how much privacy worries would affect their shopping. Nearly 40 percent said it would not limit it at all, while 49 percent said it would limit their online shopping. Of those concerned about privacy, more than 5 percent said it would keep them from shopping online at all. About 11 percent responded they had no plans to shop online during the holidays, regardless of privacy protections.
The findings of lower trust levels in e-commerce linked to spam follow similar findings by the Pew Internet and American Life Project. In a survey released in October, 52 percent of e-mail users said spam made them trust e-mail less. One in four said spam reduced their use of e-mail, and 70 percent found using the Internet unpleasant because of spam.