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MMD > Archives > October 2000 > 2000.10.12 > 02Prev  Next


Credit Card Survey Results
By John A. Tuttle

Hi All,  The survey I conducted over the past few weeks is done.
Based strictly on the sales information I've recorded at
Player-Care (1000+ sales), the results of the survey were pretty
much what I expected.  To view the Survey Results, please visit:
http://www.player-care.com/cred_sur.html

In a nutshell, those who responded were basically split into two
groups: those who trust secure sites (*) (users) and those who do not
(non-users).  The ratio of users to non-users was just about 3:1.
Only 14% of those who responded were somewhere between 'users' and
non-users', but over 50% of that group would gladly give their credit
card number to a human over the telephone (**).

Analyzing the above data, it seems very clear to me that around 75% of
all Internet purchases are made using a credit card.  That is a fairly
dramatic increase from just two years ago when the percentage was down
around 40%.  It also clearly demonstrates that people are becoming more
comfortable (or less frightened) about using a secure website.
However, it also indicates that limiting sales to 'credit cards only'
is a _big_ mistake, and I would encourage all net-retailers to make it
as easy as possible for customers to make Cash/Check Purchases.

With regards to Player-Care, I am going ahead with the Shopping Cart
Program simply because an increasing number of customers prefer a
simple 1-2-3 type system.  However, I plan to leave the existing buying
system in place for at least another year, and maybe longer.  It seems
to me that a fair number of people prefer a 'personal touch' that a
shopping cart system simply can't accommodate.

In closing, I wish to thank all of you who responded to this very
unscientific survey.  Your comments/votes have helped to shape the
future of my website.

* Note: I recommend that every user check out the security certificate
of a website before making a purchase.  As mentioned in a previous
posting, you can check out the certificate of any site by going to:
http://www.badecommerce.com/ (Examine a Site)

** Note: What I found most interesting about the information I
collected was the misconception that the telephone is more secure than
a secure website.  I hate to be the bearer of bad news, but that's
simply not true.

It's far easier to tap into a phone line than it is to hack into a
secure computer system.  In fact, anyone with a simple handset with two
alligator clips can tap a phone line; just ask your telephone company.
Also, without sophisticated electronic equipment, tracing a tap is
extremely difficult.  Only the most sophisticated [Internet] hackers
can do their 'dirty work' without leaving some sort of a trace.

Musically,

John A. Tuttle
http://www.player-care.com/


(Message sent Sat 7 Oct 2000, 14:32:53 GMT, from time zone GMT-0400.)

Key Words in Subject:  Card, Credit, Results, Survey

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