Nearly a quarter of customers fooled by online fakes

today Dec 4, 2015
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New research by MarkMonitor reveals that 24%, nearly a quarter, of consumers have bought a product online that turned out to be fake.


The survey looked at the online shopping habits of 3,450 consumers across nine countries. It revealed that customers do just over one-third (34%) of all their shopping online. During the festive season, this goes up by 15%, and as the countdown to Christmas begins, consumers face even more risk of unknowingly buying fake goods online.

Of the people surveyed, 70% of consumers would not buy counterfeit goods. 48% thought it was morally wrong. "As we get closer to Christmas, it's crucial that consumers are on their guard when they hunt for bargains online," said Mark Frost, CEO of MarkMonitor. "Along with any increase in online buying behaviour comes a growing threat to consumers - the risk of being exposed to websites selling fake goods and unknowingly buying counterfeit goods in search of a bargain. With the level of sophistication that counterfeiters are using on their websites, it is becoming increasingly harder for customers to determine if products are genuine."

The survey also revealed that 64% of customers worry about their safety online. Countries in the study include the UK, France, Denmark, Germany, Italy, Netherlands, Spain, Sweden and the USA.

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