21 juli 2010Consumers prefer to purchase in webshops with the Thuiswinkel Trustmark

Almost three out of four consumers are more likely to purchase from a webshop with the Thuiswinkel Trustmark, than one without. They feel that the trustmark is an indication that the online shop is reliable and safe.

This was evident from the most recent investigation into home shopping behaviour and familiarity with the Thuiswinkel Trustmark in the Netherlands that was carried out in April 2010 by the TNS NIPO in collaboration with Thuiswinkel.org, and which involved a representative random sample of the Dutch population aged 18 years and older.

The following proposition was put forward in the study: ‘When I see the Thuiswinkel Trustmark logo on a web-site, I am more likely to purchase products from that site’. This year, 72% of the respondents indicated that they were in full agreement with this statement; in 2009 the same percentage was 66%. About 28% state that the Thuiswinkel Trustmark stands for security; last year that was 23%. Almost a quarter (24%) mention reliability as a quality of the trustmark; this was 21% in 2009.

Ed Nijpels, chairman of Thuiswinkel.org, had this to say about the results: ‘This proves that the Thuiswinkel Trustmark certification approach works. The obligatory certification of Thuiswinkel.org members is our way of reassuring consumers that they can safely enter into online business dealings with a reliable organisation. The study shows that this is clearly what consumers want.’

Reputation of Thuiswinkel Trustmark is growing
About two-thirds of the respondents (66%) know that there is a trustmark for distance selling. 12% of the same group subsequently refer to the “Thuiswinkel Trustmark” spontaneously; in 2009 this was 8% and in 2005 it was 4%. Familiarity after a logo prompt has risen to 83%; it was 82% in 2009 and 50% in 2005.