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February 3, 2009 Three Ways Online Security Affects North Americans' Financial BehaviorHow Secure Consumers Feel Online Affects What They're Willing To Doby Brad Strothkamp, Peter Wannemacher with Courtney Tincher, Carlton A. Doty |
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Executive Summary
For the past five years, Forrester has tracked the degree of security consumers feel when using financial information on the Internet. By analyzing these trends and our most recent survey data, we found that security is a key factor in consumers' willingness to shop and buy financial products on the Web. Online consumers who feel secure are more than twice as likely to pay bills online as those who feel insecure and more than three times as likely to apply for a financial product online. eBusiness professionals at financial firms should proactively try to strengthen consumers' sense of online security to increase their use of the Web.
This is an excerpt
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