The new market research by MarkMonitor about online shopping that involved 3,432 people from nine countries found that nearly four out of five people have fears about their safety unknowingly to purchase of counterfeit goods online.
Despite the continuous increase of satisfaction towards online shopping, 78% of respondents in the survey of MarkMonitor claimed to be concerned about the security of their personal data and when making a transaction on the Internet.
Online security has always been a problem for consumers, but the percentage of those restless is increasing. Similar research, commissioned by MarkMonitor in 2015, had shown that 64% of respondents were anxious about their online security.
As a result of these combined results, companies cannot afford to be lenient with the security measures they implement to protect its online customers.
Despite the enormous success of e-commerce, this research shows that most companies are not doing enough to protect their customers and ease their concerns. In fact, according to our survey, a surprising 85% of consumers believe that brands should do more to protect them, especially when it comes to buying counterfeit goods.
The research also highlights that negligence with regard to security is beginning to have a serious negative impact on business. Almost three-quarters (71%) of respondents, after unknowingly purchased counterfeit products, have a more negative perception of the original brand, with 12% of them who said that never will buy more from that brand.
These particular numbers reinforce the importance of having an online brand protection strategy that prevents the threat of counterfeiting.