Online shopping at Christmas
Almost a quarter (24%) of consumers have bought fashion, footwear or electronic goods online that turned out to be fake, according to brand protection firm MarkMonitor.
MarkMonitor analysed the behaviour of of 3,450 consumers across nine countries, including the UK. It found just over one third (34%) of consumers do all of their shopping online, which increases by 15% during the festive season.
Although many admit to being caught out by counterfeiters, 70% said they would not knowingly buy fake goods.
The research also found that a quarter of respondents do not know how to check if the website they are purchasing from is legitimate.
“Along with any increase in online buying behaviour comes a growing threat to consumers — the risk of being exposed to websites selling fake goods and unknowingly buying counterfeit goods in search of a bargain,” said Mark Frost, chief executive of MarkMonitor.
“With the level of sophistication that counterfeiters are using on their websites, it is becoming increasingly harder for customers to determine if products are genuine.”
The research was conducted online by Opinium between November 5 and 10. It surveyed consumers in the UK, France, Denmark, Germany, Italy, Netherlands, Spain, Sweden and the US.