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A Thing 17% Fall Victim to Fraud

 

17% Fall Victim to Fraud

 

 

A nationwide study conducted by market research firm BAI Global, Inc., found that 17% of Americans surveyed experienced fraud or loss connected to their credit, ATM, debit cards, or other forms of identification over a one-year period.

The survey, which queried 1000 U.S. adults via telephone, found that the most prevalent kind of fraud resulted from a person’s credit card number being used without permission, which is experienced by 5% of all Americans. The study also revealed that two of the least frequent types of fraud resulted from unauthorized use of a person’s Social Security or driver’s license number, both of which were close to the 1% level.

“Overall, our survey found that the most significant form of fraud consumers experience today is credit card related,” said Robert Skolnick, Executive Vice President of BAIGlobal, Inc. Skolnick continued, “While some identity fraud does indeed occur, it has not been a major personal problem for the vast majority of Americans.”

Comfort Level

While many Americans assume that consumers are comfortable using credit cards, the survey found that some are still uneasy. Skolnick stated, “We found that regardless of whether someone had personally experienced fraud, their comfort level with transmitting card information over the Internet was quite low,” said Skolnick.

Among those with credit cards, only 15% were comfortable using their cards over the Internet, compared to 31% feeling comfortable using their card over the telephone and 81% being comfortable using their card in person. However, once a consumer made a single online purchase with a credit card their comfort level with Internet card use increased dramatically, as 47% of those surveyed now feel comfortable, according to BAIGlobal’s study.

Second Study

In a second BAIGlobal study, focus groups explored different types of card (credit, ATM, debit) and identity fraud issues, including the impact that fear of fraud has on consumer online purchasing behavior. The focus groups specifically uncovered three distinct factors driving consumer feelings about fraud.

First, consumers revealed a straight-forward fear of credit card theft. Second, consumers expressed specific concerns surrounding stolen identity credentials and someone posing as “you” for fraudulent purposes. Third, consumers felt an underlying sense of unease about the loss of privacy now possible because of Internet technology.

“Consumers’ level of concern for loss of privacy due to the Internet was substantial,” said Skolnick. “Although databases containing personal information have been around for years, the Internet was seen as making data, such as financial, medical, and motor vehicle records, more readily available, causing consumers to feel extremely vulnerable to possible fraud.”

Purchasers vs. Browsers

However, the survey results don’t necessarily mean bad news for online merchants or credit card processing. In fact, it seems that those less inclined to purchase in the first place are the ones who are most wary of online purchasing. For example, the study explored two types of Internet users: purchasers who bought items online and browsers who surfed but did not make purchases. “The distinguishing factor between these two groups was how they perceived their vulnerability to fraud and how they managed risk,” said Skolnick. “For purchasers, the benefits of buying online—availability, convenience, speed—outweighed their perceived level of risk of online fraud. Browsers, on the other hand, perceived the Internet as a riskier place to do business. They would only purchase something online if they felt the value or convenience of the transaction was worth their perceived very high vulnerability to fraud.”

While the survey results may be discouraging to online merchants and financial service providers, they don’t have to be. In fact, they indicate that fraud is low, it is just perceptions that are high. Therefore, increased education and communication will entice online shoppers—which is a lot easier than fighting fraud.

According to Skolnick, “Actual incidence of fraud may be low, but consumer perceptions of risk are high. To convert browsers into purchasers, businesses need to manage both perception and reality. Managers need to develop programs, such as better encryption software, fraud protection guarantees, and anti-fraud tracking services, that truly protect consumers from possible credit card and identity fraud online.”

BAIGlobal, Inc., is a worldwide full-service market research firm headquartered in Tarrytown, N.Y. The firm is an independently operating subsidiary of Market Facts, Inc., the 10th largest research firm in the U.S.

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