Section 2 of my questionnaire focused on how people are engaged with services in general, and what are the reasons in favour or against services provided over the Internet.
Figure 2.1 shows most of respondents prefer to engage with a service either online or in person.
While the most important factor that defers potential web service customers are errors within application followed by numerous options (Fig. 2.3), there is no major factor that encourage customers to use web based service (Fig 2.2).
Question 2.4 intended to recognize variety of web services used by respondents, and at least half of respondents are using all provided options except online appointments.
Section 3 focused on data privacy and how happy are respondents to provide various information to service provider.
Types of information were split into 4 groups:
- Full name - which is considered private but not sensitive data;
- Phone number or home address - majorly information that could not be anonymised and strongly linked with an individual;
- Email or social media - easily anonymised information;
- Bank card details - strictly sensitive data.
This section could be concluded by identifying respondents would like to provide their name, social media/email, phone/home address and bank details in order from most happy to most discouraged.
Set of information has another hidden factor that could influence how happy person is to provide their data - awareness of purpose. Most often service providers gather more data that they need to provide with a service. Out of 4 categories, usually most essential is ability to contact customer back (email) and for customer - ability to pay (bank details). Within this survey, clear purpose of collected data have minor to none impact on respondents.
Final section 4 seek for factors that make customers feel safe within the web application.
Most important factor for respondents is safe, encrypted HTTPS connection with a service.
Second factor that makes service look trusted is ability to contact staff within application.
Most of web services have long and difficult to understand policies or terms of use. Some of services approach customers with brief and clear statements summarising their policies and practises. Respondents find that practise as a 3rd most important factor.
The next factor is trust to known brands, and final, least important - email signed with domain.
To conclude section 4, the most and least important factors for respondents are similar. While unencrypted websites have no additional protection, service providers using external email providers usually still are using trusted services e.g. Gmail from Google, that by default are encrypted. However, beside encryption both SSL certificate for a website over HTTPS and DKIM key for domain-signed email has another purpose. Both SSL and DKIM keys are valid only if provided by recognized organisation, that is to ensure customer has received data from verified source. That observation could imply that part of respondents are neither considering nor being aware of possible phishing attack.
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