Privacy still key issue, says new NFO study

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Privacy is the No. 1 issue for consumers in evaluating online retailers, according to a survey being released this week by NFO Interactive. The Greenwich, Conn., online research company queried about 4,500 online users; 2,600 of them were online shoppers, who evaluated 13 popular Web sites.

The rest were not online shoppers; privacy was their key concern, and 28% said they would want to shop at online merchants that allowed them to return goods to a bricks-and-mortar location. Overall, the survey found that online users' top attributes in evaluating commerce sites were protection of privacy, secure payment systems, reliability, up to date content and timely product delivery.

Copyright August 1999, Crain Communications Inc.

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