Survey Reveals Impact of Low Trust in Internet on E-Commerce

A new global survey reveals that Internet users are increasingly concerned about their online privacy, and that 49% of users polled say lack of trust is their main reason for not shopping online.

The survey, conducted by Ipsos and the Centre for International Governance Innovation (CIGI), in collaboration with the United Nations Conference on Trade and Development (UNCTAD) and the Internet Society, comes as data breaches and the reported hacking of elections in several European countries continues to capture international headlines.

The survey results suggest that the resulting impact on trust is hindering further development of the digital economy.

Released Monday at the UNCTAD E-Commerce Week in Geneva, the 2017 CIGI-Ipsos Global Survey on Internet Security & Trust shows that among those worried about their privacy, the top sources of concern were cybercriminals (82%), Internet companies (74%) and governments (65%).

“The lifeblood of the Internet is trust, and when that is damaged, the consequences for the digital economy are nearly irreparable,” said Director of CIGI’s Global Security and Politics program Fen Osler Hampson.

The survey also revealed great differences in e-commerce behavior when it came to how users are purchasing goods online. For example, in China, India and Indonesia, more than 86% of respondents expect to make mobile payments on their smartphone in the next year, compared with less than 30% in France, Germany and Japan.

Even in the digital world, location still matters. Fifty-five percent of global respondents indicated that they prefer purchasing online goods and services made in their own country.

The survey of 24,225 Internet users was conducted by global research company Ipsos, on behalf of the Centre for International Governance Innovation (CIGI) between December 23, 2016, and March 21, 2017.

The survey was conducted in 24 countries—Australia, Brazil, Canada, China, Egypt, France, Germany, Hong Kong (China), India, Indonesia, Italy, Japan, Kenya, Mexico, Nigeria, Pakistan, Poland, Republic of Korea, South Africa, Sweden, Tunisia, Turkey, United Kingdom and the United States.