Concerns regarding transaction security are the primary obstacle keeping
women from shopping online, according to a recent study.
In fact, security concerns appear to be stronger predictors of online
purchasing than any other factor, including Internet experience, says the
report from Internet customer relationship management company Cyber Dialogue.
Forty-three percent of men online currently order from e-commerce sites,
while only 28 percent of women users do so. The study found that among the 24
million online women who have not purchased online, 40 percent state that
they are concerned about the security of the information they give on
“E-commerce marketers are eager to target women because they traditionally
make the majority of household purchase decisions,” said Idil Cakim, an
analyst for Cyber Dialogue.
“Yet based on their online shopping habits, women
are reluctant to seek product information or place orders online mainly
because of security concerns relating to stolen credit card transactions,
personal privacy and the lack of Net regulation.”
During the past 12 months, women shoppers who believe it is safe to use a
credit card online spent an average of $830 on their online orders, compared
to $459 for those women doubting transaction security, the study found.
“Nearly 70 percent of women who seek product information online still end up
going off-line to make purchases,” said Cakim. “This drift by women from the
Internet to traditional off-line stores suggests that the transaction areas
of online retail shops aren’t conducive to acquiring female customers as
In addition, Cyber Dialogue found that even as the number of women online
continues to swell (33.6 million), women are significantly less likely than
men to seek product information online, order from the Net or use Web-based
product information to complete a transaction off-line. This underscores the
importance of marketing to women on the Web with different strategies than
those geared towards men, Cakim said.
Nearly 90 percent of women online say that guaranteed transaction security
influences their repeat visits to online shopping sites.
The findings are from Cyber Dialogue’s American Internet User Survey, which
consists of interviews with 1,000 Internet users and 1,000 nonusers. AIUS is
a quarterly survey that has been conducted since 1994.