A new survey from VeriSign showed that 85% of consumers consider trusting a site to be the most important factor in interacting with a Web site and sharing confidential information. Moreover they stated that brands that did not protect their online identity made them feel "distrustful"(56%), "disappointed" (17%), "betrayed" (13%), and "indifferent". According to the same survey every fifth consumer is being engaged in fewer online activities due to security concerns. 

In order to protect themselves from frauds 62% of consumers look for the lock icon in the address bar and 55 % for a logo or seal from the site providing Internet security. 

However, Craig Spiezle, chairman and founder of the Authentication and Online Trust Alliance (AOTA) argues that "The best security for consumers is education and using the latest tools and technologies that are out there to help counter fraud. As we move more and more of our lives online -- for example, banking, shopping, paying bills, communicating, registering, renewing, etc. -- fraud threats follow closely behind. The key is to keep one step ahead by knowing how to protect yourself online, embracing best practices and using the latest technologies."