UK users set aside fears to embrace ecommerce

Which?/Mori survey estimates that 10 million people in UK are now online.

The Consumer Association's second internet survey has revealed that the UK public is rushing to embrace the web, driving ecommerce growth despite concerns over some web businesses' security.

Mori and the CA's Which? publication ran a comprehensive UK internet survey, Are You Being Served? - The Growth Of An E-nation. The survey, carried out in August, covered the views of 2,049 people over the past year.

It revealed that the ecommerce driver of 1998, computer hardware and software, had stagnated at 11 per cent. It was overtaken by CDs and videos at 12 per cent, and flights and holidays at 13 per cent.

However, the entire market has ballooned with 40 per cent more people now online. This means an estimated 10 million UK citizens are on the net. The number of those making purchases also nearly doubled to 39 per cent.

Security fears have declined with 40 per cent believing it was safe to give credit card details on the net, but there is still a desire for regulation, with 73 per cent believing it to be necessary.

Although 43 per cent of those surveyed believed it was cheaper to shop online than to go to the high street, there were still concerns over companies found on the internet. A total of 84 per cent wanted an independent 'kitemark' to ensure safe online shopping.

The Which? mark, the Web trader programme, has attracted 500 applications since July. But Alan Stevens, editor of Which? Online, said: "We have processed 200. So far, we have rejected 40 companies. We want to ensure best practice for trading on the net."

Robert Muir, who goes by the title of internet and database champion at Simply Computers, which has gained a Web Trader kitemark, said: "It sends out the right message, especially to users that are new to the internet and who may have security or service concerns. It represents tremendous value to the company to have such an independent accreditation."

Stevens revealed that there was another side to the scheme: "If a programme member falls below the benchmark and ignores warnings, it will be publicly named and shamed."

The programme is also to be extended across Europe over the coming year.

The respondents regarded the main threats from the internet to be pornography (57 per cent); fraud (51 per cent); national security (29 per cent); and the livelihoods of high street retailers (23 per cent).