Clicking With Confidence This Christmas
Public attitudes to and knowledge of internet transactions
MORI Social Research Institute conducted a survey of public attitudes towards e-commerce for the Department of Trade and Industry (DTI) in September 2001.The DTI's press release and third party endorsements of the DTI's Safer Internet Shopping Campaign can be found here. This page includes technical details, a summary of findings, topline results and regional breakdowns from the survey .
Technical details
- MORI interviewed a representative quota sample of 2,013 adults aged 15+ at 193 sampling points across Great Britain. Fieldwork was conducted face-to-face on 20 - 25 September 2001
- Fieldwork was carried out by MORI/Field & Tab on MORI's Omnibus using CAPI. All interviews were conducted in the home, with only one interview per household. No incentives were offered to respondents.
- Data are weighted to the known profile of the population.
- Where results do not sum to 100%, this may be due to multiple responses or computer rounding.
- An asterisk (*) represents a value of less than one per cent, but not zero.
- Results are based on all respondents unless otherwise stated.
Key Findings & Implications
- The level of e-shopping is strongly related to the level of internet access, those who cannot afford to get internet access cannot afford to be e-shoppers.
- Overall two in five of the GB adult population use the internet somewhere (40%). A third of the population use email (33%), and one in nine people use interactive digital television services (11%).
- As well as relatively substantial levels of internet access in the population as a whole, there is also a high level of awareness of what the internet has to offer. Four in five of the population are aware that you can search for information on the internet (79%), as well as shop (78%). Three-quarters of the population have heard of on-line banking (73%).
- Overall, a quarter of the population can be identified as e-shoppers (26%). This analysis excludes individuals who have only used the internet in the past twelve months to search for information, for banking, listening to music, chat rooms, watching videos and anyone who says they have not used the internet at all. If people say they have bought something via the internet then for the purposes of this report they are e-shoppers.
- There are differences by gender, age, social grouping and household income. Lower income groups are less likely to have access to the internet, and are less likely to be e-shoppers. Similarly older people are less likely to be e-shoppers than the young.
- A quarter of the population state that they are likely to purchase goods or services via the internet in the next twelve months (27%). This rises to over half of those with internet access (54%).
- The most commonly reported advantages of e-shopping are greater convenience (39%), saving time (36%) and less queuing (31%). These benefits are more likely to appeal to those on a higher income, who are cash rich but time poor. One third of those on an income of less than £17,499 either do not know any, or state that there are no advantages to e-shopping (36%). This compares to one in ten of those on an income of £30,000 or over who think likewise (10%).
- Nearly two in five of the population see the disadvantage of e-shopping to be credit card fraud (37%), a further quarter of the population is worried about giving out personal information (25%) and the fact that you cannot see what you are buying (23%).
- Concerns about fraud are a key finding, but only in terms of encouraging people to shop via the internet who have existing knowledge of and access to it. To broaden e-shopping to different types of people across the community, would mean addressing the underlying problems of access to computers, the so-called digital divide. This can in part be addressed by an information campaign, but in light of the overall findings would only have a limited effect.
- Although nearly two in five people state that one of the disadvantages of e-shopping is credit card fraud (37%), only 2% report actually having experienced it on-line. This compares to the three in ten of the population who have heard rumours of something about it through the media (28%). Perceptions of fraud are therefore not matching actual experience, suggesting a media effect.
- There is untapped demand for more information about shopping safely via the internet. Two in five of the population as a whole would like more information (42%).
- When asked what information should go in a leaflet on shopping via the internet two in five state information on protecting personal information (41%), followed by three in ten who want information on how to use a credit card safely (31%) and guidance on trusted/safe sites (28%).
- When presented with different leaflets to choose from different respondents chose different leaflets, but often for the same reason - some prefer the colours of one, some of another. It is therefore important to look at the sub-group analysis. This report shows that different groups are demanding different levels of information. It will therefore be important to study in depth the findings at this level before decisions are made on the appropriateness of different aspects of each leaflet.
Topline results
TT1 Which of these, if any, do you have or own…? and which others?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Mobile phone | 67 | 82 | 58 |
| WAP mobile phone | 8 | 16 | 3 |
| Combination mobile phone/electronic organiser, (e.g. Nokia Communicator or Ericsson Smartphone | 3 | 5 | 1 |
| Digital/electronic personal organiser or palm-top computer (e.g. Psion or Palm) | 6 | 12 | 1 |
| Internet-connected games console (e.g. Dreamcast) | 8 | 15 | 3 |
| DVD player (built into a computer or stand alone) | 15 | 30 | 6 |
| A portable MP3 player | 2 | 5 | * |
| Digital TV e.g. satellite digital (Sky Digital), cable digital (ntl, Telewest) or through your existing aerial (ONdigital/ITV digital) | 33 | 44 | 26 |
| None of these | 23 | 7 | 34 |
| Don't know | * | * | * |
TT2 Which of these, if any, do you personally use…? and which others? By PC we mean a desktop, laptop or any other computer you may use. By the Internet we mean using the Internet/World Wide Web via any device?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Mobile phone | 66 | 82 | 55 |
| SMS text messaging on a mobile phone | 36 | 55 | 23 |
| PC - Desktop or laptop or other computer at home | 41 | 83 | 14 |
| PC - Desktop or laptop or other computer at work, place of study or elsewhere | 24 | 51 | 6 |
| Internet at home | 34 | 84 | 0 |
| Internet at work, place of study or elsewhere | 20 | 51 | 0 |
| 33 | 77 | 3 | |
| Interactive services through your Digital TV e.g. games, shopping, banking or email | 11 | 20 | 5 |
| None of these | 24 | 0 | 39 |
| Don't know | * | 0 | * |
| Internet User | 40 | 100 | 0 |
| Not an Internet User | 60 | 0 | 100 |
DTI1 Which of the following, if any, are you aware is available using the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Searching for information | 79 | 98 | 66 |
| Chat rooms/discussion groups | 69 | 90 | 54 |
| Watching videos | 43 | 63 | 30 |
| Shopping | 78 | 95 | 67 |
| Banking | 73 | 92 | 60 |
| Listening to music | 60 | 85 | 43 |
| Gambling/betting | 40 | 63 | 25 |
| None of these | 7 | * | 11 |
| Don't know | 9 | * | 16 |
DTI2 Looking at this list, which goods or services have you personally purchased or used via the internet in the last 12 months?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Other: | |||
| Searched for information | 24 | 53 | 5 |
| Chat rooms/discussion groups | 7 | 16 | * |
| Watched videos | 4 | 8 | * |
| Listened to music | 9 | 19 | 2 |
| Banking | 10 | 24 | 1 |
| Gambling/betting | * | 1 | * |
| Auctions | 2 | 5 | * |
| Bought: | |||
| Books | 10 | 23 | 2 |
| CDs/Music | 9 | 20 | 2 |
| Videos/DVDs | 5 | 12 | 1 |
| Collectables/rare items | 1 | 3 | 0 |
| Electrical entertainment goods (e.g. TVs & stereos etc.) | 3 | 7 | * |
| Electrical white goods (e.g. fridges, microwave ovens etc.) | 2 | 4 | * |
| Computer systems | 2 | 5 | * |
| Computer components (e.g. keyboards, monitors etc) | 6 | 14 | * |
| Food | 4 | 9 | * |
| Clothes | 5 | 12 | * |
| Cosmetics | * | 1 | * |
| Cars | 2 | 3 | * |
| Hotel rooms | 5 | 11 | * |
| Air flights | 8 | 17 | 2 |
| Train tickets | 5 | 11 | * |
| Package holidays (accommodation + flights) | 5 | 1 | * |
| Cinema/theatre tickets | 5 | 13 | * |
| Medicine/health products | 1 | 3 | * |
| Other | 2 | 3 | * |
| None of these | 64 | 28 | 87 |
| Don't know | 2 | * | 4 |
| Bought goods/services/used auctions | 26 | 57 | 6 |
| Not bought goods/services/used auctions | 74 | 43 | 94 |
DTI3 How many times, if at all, have you personally purchased goods or services via the internet within the last 12 months?
Base: All who bought via the internet or used an auction in the last 12 months [530]
| All | Internet Users | Non- Internet Users | |
| (530) | (404) | (71) | |
| % | % | % | |
| Once | 16 | 15 | 21 |
| 2-5 times | 35 | 35 | 34 |
| 6-10 times | 20 | 21 | 12 |
| More than 10 times | 21 | 22 | 12 |
| None | 6 | 5 | 11 |
| Don't know/can't remember | 3 | 2 | 10 |
DTI4 How likely, or unlikely, are you to personally purchase goods or services via the internet in the next 12 months?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Very likely | 15 | 31 | 3 |
| Fairly likely | 12 | 23 | 5 |
| Neither likely nor unlikely | 5 | 8 | 3 |
| Fairly unlikely | 10 | 12 | 8 |
| Very unlikely | 57 | 25 | 77 |
| Don't know | 2 | * | 3 |
DTI5 Which TWO or THREE of the following, if any, do you think are the main advantages of buying goods or services via the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Less queuing | 31 | 40 | 26 |
| Easier to find out information about goods or services | 24 | 33 | 18 |
| Cheaper | 18 | 29 | 11 |
| Easier to find unusual/rare item | 15 | 20 | 13 |
| More convenient | 39 | 54 | 29 |
| Fun/enjoyable | 5 | 6 | 4 |
| Saves time | 36 | 47 | 29 |
| More choice | 11 | 15 | 9 |
| Other | * | * | * |
| None, there are no advantages | 12 | 4 | 17 |
| Don't know | 16 | 2 | 25 |
DTI6 Which TWO or THREE of the following, if any, do you think are the main disadvantages of buying goods or services via the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Personal Information | |||
| Have to give out personal information | 25 | 32 | 20 |
| Unsolicited/junk email (spam) | 15 | 24 | 9 |
| See/Feel the product | |||
| Cannot see what you are buying | 23 | 24 | 23 |
| Cannot touch/feel what you are buying | 15 | 18 | 13 |
| Have to use computers | |||
| Computers too slow | 3 | 5 | 1 |
| Computer difficult to use | 2 | 1 | 2 |
| I'm not confident using computers | 4 | 2 | 5 |
| Fraud/Crime | |||
| Credit card fraud | 37 | 47 | 30 |
| Cannot pay safely on-line | 7 | 10 | 6 |
| Have to pay money up front | 4 | 4 | 4 |
| Hackers | 8 | 13 | 5 |
| Company may not be genuine | 10 | 13 | 8 |
| Company might be foreign site | 2 | 3 | 2 |
| Delivery | |||
| Parcels delivered at an inconvenient time of day | 4 | 7 | 3 |
| Have to wait for delivery | 5 | 8 | 3 |
| Hidden postage/shipping costs | 5 | 6 | 4 |
| Paying customs duty | 1 | 2 | * |
| Have to collect parcels from depot or sorting office | 3 | 3 | 3 |
| Other | |||
| No official body to complain to if it goes wrong | 12 | 16 | 10 |
| Problems sending unwanted item back | 13 | 16 | 10 |
| Exchange rates differences | 2 | 2 | 2 |
| Other | 1 | * | 2 |
| None, there are no disadvantages | 5 | 3 | 6 |
| Don't know | 18 | 2 | 29 |
DTI7 Which of the following would make you more likely to shop via the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Customer service | |||
| If next-day delivery was guaranteed | 16 | 24 | 11 |
| If it was easy to return goods | 15 | 24 | 9 |
| If the websites I use were more user-friendly | 5 | 9 | 2 |
| If my e-mail request for information from a website was not ignored or was answered quicker | 4 | 8 | 1 |
| If goods were cheaper than I could find in the shops | 21 | 31 | 14 |
| Access/computer skills | |||
| Access to a computer/internet | 4 | 2 | 5 |
| Access to a credit card | 2 | 2 | 2 |
| More confidence with computers | 5 | 6 | 5 |
| Security/Paying for goods | |||
| If banks offered a guarantee against credit/debit card fraud | 19 | 30 | 12 |
| If credit card companies offered a guarantee against credit/debit card fraud | 16 | 28 | 8 |
| If internet companies offered a guarantee against credit/debit card fraud | 18 | 32 | 9 |
| If I could pay after receiving goods | 12 | 18 | 8 |
| Leaflet giving advice about how to shop safely | 3 | 4 | 2 |
| If security was improved overall | 20 | 33 | 11 |
| Greater trust in internet companies overall | 9 | 16 | 5 |
| Overall information | |||
| Leaflet on how to use the internet | 2 | 2 | 2 |
| Training on how to use the internet | 5 | 4 | 6 |
| Website where you could find approved sites | 7 | 13 | 3 |
| More information on internet companies (e.g. address, telephone number) | 7 | 11 | 4 |
| Other | 2 | 2 | 2 |
| None of these, nothing would make me more likely to shop on the Internet | 37 | 15 | 52 |
| Don't know | 6 | 1 | 9 |
DTI8 Thinking about shopping on the internet, and the problems which could arise. Which of the following, if any, have you ever experienced?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Personal experience of credit card fraud on the internet | 2 | 3 | 1 |
| Personal experience of credit card fraud elsewhere (e.g. your card was stolen) | 3 | 5 | 2 |
| Know someone who has experienced credit card fraud on the internet | 6 | 9 | 3 |
| Know someone who has experienced credit card fraud elsewhere (e.g. their card was stolen) | 6 | 10 | 4 |
| Heard rumours or media stories about credit card fraud on the internet | 28 | 44 | 18 |
| Heard rumours or media stores about credit card fraud elsewhere (e.g. cards being stolen) | 18 | 27 | 13 |
| Ordered goods on-line, but they were not delivered. | 5 | 8 | 3 |
| Lost money to a fraudulent/fake internet company | 2 | 3 | 1 |
| Other | * | * | * |
| None of these | 55 | 39 | 65 |
| Don't know | 5 | * | 7 |
DTI9 To what extent do you agree or disagree with each of the following statements?
| I would never shop via the internet | It is safe to purchase goods or services over the internet using a credit card | I would like more information about how to shop safely via the internet | |||||||
| All | Internet Users | Non- Internet User | All | Internet Users | Non- Internet User | All | Internet Users | Non- Internet User | |
| (2,013) | (727) | (1,286) | (2,013) | (727) | (1,286) | (2,013) | (727) | (1,286) | |
| % | % | % | % | % | % | % | % | % | |
| Strongly Agree | 23 | 8 | 33 | 3 | 5 | * | 14 | 21 | 10 |
| Tend to Agree | 13 | 9 | 16 | 22 | 36 | 12 | 28 | 35 | 24 |
| Neither Agree nor Disagree | 15 | 13 | 17 | 18 | 17 | 18 | 15 | 17 | 13 |
| Tend to Disagree | 21 | 28 | 15 | 25 | 25 | 25 | 15 | 15 | 15 |
| Strongly Disagree | 22 | 41 | 9 | 17 | 14 | 20 | 21 | 11 | 28 |
| Don't know | 6 | * | 9 | 15 | 2 | 24 | 7 | 1 | 11 |
DTI10 What TWO or THREE pieces of information would you most like to see in a leaflet on shopping via the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| How to use a credit card safely | 31 | 39 | 26 |
| How to protect personal information | 41 | 55 | 31 |
| How to get a problem put right (e.g. how to get a refund etc) | 23 | 34 | 16 |
| Useful website addresses (e.g. for trading standards etc) | 9 | 15 | 6 |
| Useful telephone numbers (e.g. for trading standards etc.) | 11 | 17 | 7 |
| Useful postal addresses (e.g. for trading standards etc.) | 7 | 9 | 6 |
| Guidance on trusted/safe sites | 28 | 42 | 19 |
| Checklist of do's and don't on the internet | 23 | 30 | 18 |
| Other | * | * | * |
| None of these | 24 | 7 | 35 |
| Don't know | 8 | 2 | 13 |
DTI11 Which leaflet would you be more likely to read?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| A Blue/Orange. Picture of computer mouse on front with padlock logo. | 14 | 21 | 9 |
| B Blue. Picture of shopping trolley | 31 | 37 | 27 |
| C Green. Three boxes (safe, internet, shopping) and three circles on front (picture of safe, computer, shopping basket). Computer circuit board background. | 22 | 29 | 17 |
| Not interested - would not read any of them | 17 | 5 | 25 |
| No difference between the leaflets | 9 | 5 | 12 |
| Don't know | 7 | 2 | 10 |
DTI12 Why do you say that?
| A | B | C | |
| Base: All those who choose each leaflet | (264) | (627) | (418) |
| % | % | % | |
| Good content/informative | 35 | 16 | 23 |
| Bright colours | 15 | 46 | 31 |
| Easy to read/well set out | 44 | 56 | 61 |
| Useful websites | 4 | 2 | 2 |
| Good graphics/pictures | 23 | 25 | 30 |
| Not too long/right length | 5 | 4 | 5 |
| Would pick it up if I saw it | 8 | 7 | 7 |
| Would read it if I saw it | 3 | 5 | 2 |
| Bold/eye-catching | * | 7 | 3 |
| Professional/business like | 5 | 0 | * |
| Mentions your rights | 0 | 1 | * |
| Mentions/gives impression of safety | * | * | 3 |
| Mentions/gives impression of internet | 3 | * | 1 |
| Mentions/gives impression of shopping | 1 | * | 2 |
| Recall mouse | 2 | - | - |
| Recall shopping basket/trolley | - | * | * |
| Recall DTI name/logo | 1 | * | * |
| Gives a visual impression of what it's about | * | 0 | * |
| Other | 16 | 11 | 11 |
| Don't know | 3 | * | * |
DTI13 From which of the following, if any, have you got information on shopping via the internet in the past 12 months?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Media: | |||
| National daily newspaper stories | 11 | 17 | 7 |
| National Sunday newspaper stories | 4 | 8 | 2 |
| National daily newspaper internet supplement/magazine | 3 | 7 | * |
| National Sunday newspaper internet supplement/magazine | 3 | 7 | 1 |
| Local newspaper stories | 2 | 4 | 1 |
| National radio news stories | 3 | 5 | 2 |
| Local radio news stories | 3 | 5 | 2 |
| Television news reports | 10 | 14 | 8 |
| Television documentaries | 8 | 10 | 6 |
| Other television programmes | 8 | 13 | 5 |
| Computer magazine articles | 6 | 14 | 1 |
| Other magazines | 8 | 16 | 3 |
| Leaflet from: | |||
| Supermarket | 8 | 13 | 4 |
| Post Office | 1 | 1 | * |
| Library | 2 | 3 | * |
| Internet café | * | 2 | * |
| Computer shop | 2 | 4 | * |
| Trading standards | * | * | * |
| Leaflet/information enclosed with: | |||
| Credit card statement | 3 | 5 | * |
| New computer | 2 | 3 | * |
| Product ordered over internet | 2 | 6 | * |
| Daily newspapers | 7 | 12 | 4 |
| Sunday newspapers | 6 | 10 | 3 |
| Computer magazines | 5 | 10 | 1 |
| Other: | |||
| Using the internet | 13 | 30 | 2 |
| Word of mouth | 22 | 34 | 13 |
| Other | 1 | 2 | * |
| None of these | 49 | 22 | 68 |
| Don't know | 2 | 1 | 3 |
DTI14 From which TWO or THREE of the following sources, if any, would you be most likely to personally pick up and read a leaflet on shopping via the internet?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Leaflet from: | |||
| Supermarket | 31 | 41 | 25 |
| Post Office | 14 | 14 | 15 |
| Library | 13 | 17 | 11 |
| Internet café | 3 | 5 | 2 |
| Computer shop | 9 | 14 | 5 |
| Trading standards | 6 | 9 | 4 |
| Leaflet/information enclosed with: | |||
| Credit card statement | 11 | 19 | 6 |
| New computer | 5 | 7 | 3 |
| Product ordered over internet | 4 | 9 | 2 |
| Daily newspapers | 19 | 24 | 15 |
| Sunday newspapers | 11 | 17 | 7 |
| Computer magazines | 10 | 18 | 5 |
| Other | * | * | * |
| None of these | 33 | 11 | 47 |
| Don't know | 5 | 3 | 6 |
DTI15 About how often, if at all, do you visit the following locations? Base: All (2,013?
| More often than once a week | Weekly | Fort nightly | Monthly | Every 2 months | 3 to 4 times a year | Hardly ever | Never | |
| % | % | % | % | % | % | % | % | |
| Supermarket | 33 | 51 | 7 | 4 | * | * | 2 | 3 |
| Post Office in town centres/urban area | 5 | 27 | 9 | 16 | 5 | 9 | 16 | 12 |
| Post Office in village/rural area | 5 | 15 | 5 | 7 | 3 | 4 | 22 | 40 |
| Library | 2 | 8 | 8 | 14 | 6 | 9 | 21 | 33 |
| Internet café | * | * | * | * | * | 2 | 8 | 88 |
| Computer shop | * | 2 | 1 | 5 | 4 | 9 | 20 | 58 |
| Advice Agency (e.g. Benefits Agency, Citizen's Advice Bureau etc.) | * | * | 1 | 1 | 1 | 5 | 29 | 61 |
DTI16 Which of the following credit or debit cards, if any, do you personally use?
| All | Internet Users | Non- Internet Users | |
| (2,013) | (727) | (1,286) | |
| % | % | % | |
| Visa | 51 | 65 | 42 |
| Mastercard | 23 | 35 | 16 |
| American Express | 3 | 6 | 2 |
| Delta | 13 | 18 | 9 |
| Switch | 37 | 49 | 29 |
| Other | 2 | * | 2 |
| None - Do not have credit card | 27 | 13 | 35 |
| Refused but have credit card | * | * | * |
| Refused to answer | * | * | 1 |
| Don't know | * | * | * |
Regional findings
Data for each area (Government Office Region) are drawn from the overall survey. Please note that these are indicative figures, and are based on a relatively small number of interviews in many cases. This means that any comparison between different regions or with the overall findings should be treated with caution. Many of the differences are not statistically significant. The base sizes for each of the areas are as follows:
Scotland (203), Wales (134), North East (75), North West (279), Yorkshire & Humberside (202), East Midlands (86), West Midlands (142), South West (186), Eastern (205), London (250), South East (251).
Scotland
- 22% of people shop online.
- 21% of Scottish consumers use the Internet for searching for information; 11% use it to buy CDs/Music or listen to music.
- Scottish consumers were most concerned by Internet credit card fraud (34%) and having to give out personal information (23%).
Wales
- 14% of people in Wales shop online.
- 11% of Welsh consumers use the Internet to search for information while 5% use it to bank or buy clothes.
- 31% of consumers in Wales are concerned about credit card fraud followed by 18% who are concerned by the fact that they cannot see what they are buying.
North East*
- 27% shop online.
- 21% use the Internet primarily for searching for information; 12% buy CDs/Music.
- 46% of consumers were concerned about credit card fraud; 26% were concerned about not being able to touch/feel what they are buying.
North West
- 23% shop online.
- 18% of consumers use the Internet to search for information, 11% use it for banking, while 9% buy books or air flights.
- Consumers in the North West are concerned by credit card fraud (34%) followed by the fact that you cannot see what you are buying (23%).
Yorkshire & Humberside
- 32% of consumers use the Internet to shop online.
- 27% of people use the Internet to search for information while 12% buy CDs/Music.
- 40% of consumers are concerned about credit card fraud as well as 28% who are concerned about giving out personal information or not being able to see what they are buying.
East Midlands*
- 29% shop online
- 28% of consumers use the Internet to search for information, 12% use it to bank and 11% listen to music or buy computer components.
- 41% of consumers are concerned about credit card fraud while 30% worry about giving out personal information; 29% are concerned they cannot see what they are buying.
West Midlands
- 26% shop online.
- The most popular use of the Internet is to search for information (28%) followed by banking, buying books or listening to music (12%)
- Consumers are concerned about credit card fraud (34%) but they are more concerned about giving out personal information (40%).
South West
- 17% shop online.
- 25% use the Internet to search for information and 7% use it to buy books and go to chat rooms/discussion groups.
- 37% of consumers in the South West are concerned about credit card fraud and 31% are concerned they cannot see what they are buying.
Eastern
- 30% of people use the Internet to shop.
- 34% of consumers in the East use the Internet to search for information, 13% bank online and 12% buy air flights.
- People in the East are most concerned by credit card fraud (51%) and 30% are concerned about giving out personal information.
London
- 35% of Londoners shop online.
- 27% of people use the Internet to shop online, 16% use it to bank and 14% use it to buy books or air flights.
- 28% of consumers are concerned about credit card fraud and 24% are concerned about giving out personal information.
South East
- 27% of people in the South East shop online.
- 21% use the Internet to search for information while 12% use it to buy books.
- 35% of consumers in the South East are concerned about online credit card fraud followed by 22% who are concerned about giving out personal information.
