MADISON, Wis. (10/12/11)--When trying to find the official website of an advertised product or service, 67% of consumers visit a different website than the one they had intended after using a search engine, according to a September survey about online shopping, navigation and trust by Melbourne IT Digital Brand Services. The company is an Australian first domain name registration company, which also does website design, e-mail and Web hosting. It conducted the survey in September with 1,007 consumers. For consumers who go online, fraud remains a big concern, the survey found. A third of consumers surveyed said they have trouble differentiating between websites selling genuine goods and those selling counterfeit items. Of those who don’t regularly shop online, 36% are worried about the security of their information or money, and 19% are concerned about buying fake products. When banking online, nearly half the consumers surveyed rely on website appearance for authenticity--which helps phishing scams that collect sensitive personals information by pretending it be a trustworthy entity, Melbourne IT DBS said. “Marketers strive to capture online shoppers from offline marketing efforts, yet with the majority of consumers using a search engine such as Google to find a company’s site, the risk is most users get side-tracked,” said Tim Callan, chief marketing officer, Melbourne IT DBS. “It is a real concern for the brands that spend millions on TV and radio ads, sponsorship, and direct mail to get those leads to the right website to buy, without losing them along the way.” Other key findings of survey:
* 80% think online brands should better help consumers tell the difference between websites selling genuine goods from websites selling counterfeit or fake goods. * 74% are likely to go online to find a better deal than what they found in-store, before buying; * 49% prefer to visit websites that remember preferences and display relevant information; and * 44% of consumers shop online a few times a week or month; 6% shop online daily.