Nearly nine out of ten internet users in the UK still do not feel comfortable giving their credit card details over the net, according to research from Pricewaterhousecoopers (PWC).
It found that UK consumers were the most reluctant in Europe to disclose details that may identify them across the internet. Europe-wide the figure was 75%.
Reasons for this reluctance included the low awareness among UK internet users of secure technological innovations such as firewalls, encryption and digital certificates.
The report placed emphasis on businesses to overcome the gap that exists between perception and reality and to take extra steps to reassure consumers that they will have their privacy respected online.
David Wright, head of the UK privacy practice at PWC said: "The obligation is on companies to establish trust with consumers online. Building consumer confidence is fast becoming strategically vital for success in the ever-intensifying war for customers."
Brand reputation was found to play a dominant role in establishing trust, with more than a third of respondents feeling safer giving information to better-known companies – suggesting that established retailers have a strategic advantage in the fight for online consumers.
