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Identity Guarantees May Increase Site Use, Study Says

CUs have to work harder to build trust, loyalty and a good reputation with members online.

Website ID verification.

Consumers expect online businesses to be able to verify identities online, and about five out of six consumers said they would be more likely to use websites that have a “seal of approval” indicating they verify identities of all users, according to recent findings by Zogby Analytics and identity technology company Mitek.

The data in the online survey of 1,176 people also highlighted why most consumers are understandably wary of the perils of online identities: 72% have either been deceived by someone online or feel like it will soon happen to them. That feeling of inevitability may be warranted, too: about one in five people (19%) in the survey said they had either maintained an anonymous online profile or pretended to be someone else online.

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Tina Orem

 

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