In my last post, I briefly discussed a survey Entrust commissioned to understand the effect trust seals have on online transaction behavior. Coincidentally, I discovered an article in IEEE Security & Privacy magazine about a similar survey the magazine conducted.
Security-related items were one of eight different factors the survey identified that affected the participants’ buying choices. Trust logos and certifications, as they referred to them, were not an important determining factor. The most familiar trust seal was recognized by only 17 percent of those surveyed. This trust seal was recognized only due to a previous online experience and not due to familiarity with the brand. More compelling is the fact that not one participant knew why this seal meant a site was secure.