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BizReport : Mobile Marketing : February 10, 2012

UK: 60% worry about risks of shopping via mobile

The increased use of mobiles in the UK is well documented but new research conducted for Affinion International reveals that many British smartphone users have concerns surrounding the risk of identity theft and credit card fraud.

by Helen Leggatt

Six years ago there were virtually no smartphones in use in the British Isles. Today 46% of mobile phone users in the country pack the power of a smartphone in their pocket - that's around 24.6 million devices, according to recent research commissioned by Kelkoo and conducted by the Center for Retail Research.

Despite this increase in use, Affinion's survey of over 1,000 UK consumers uncovered security concerns. Sixty percent of respondents believe they put themselves at risk when using their mobile device.

"Our research tells us that only one in ten are very satisfied with their current levels of security, so more needs to be done to meet these concerns," said Steve Parsons, UK Head of Protection Products & Insurance for Affinion International.

"Customers want to know that wherever or however they transact or share data they can do safely and securely."

Specifically, consumers felt more at risk of credit card crime when shopping on their mobile device (26%) than when shopping using their PC (13%).

Tags: identity theft, m-commerce, mobile market, mobile security, mobile shopping, mobile usage, smartphone trends, survey, UK

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