Valentine’s Day is nearly upon us – that loved (or loathed) annual celebration that gives retailers a seasonal excuse to take full advantage of customers playing cupid. The internet has become a popular place to buy gifts but whatever the choice of Valentine’s gift many consumers are being duped by counterfeit websites and fake products when shopping on the internet.
According to a recent survey commissioned by online brand protection specialists MarkMonitor, 24% of consumers have bought a product online that later turned out to be fake. The study looked at online shopping habits, and showed that consumers are frequently falling prey to counterfeit goods on the internet, particularly in light of the level of sophistication that websites selling counterfeit goods often display. Out of those shoppers who admitted being caught out by online counterfeiters, nearly half (48%) said they thought buying fake products was morally wrong.
However, in sharp contrast from this romantic view, some online shoppers actually said they would buy counterfeit goods in the future. Alarmingly, 20% of consumers knowingly continue with a purchase after finding themselves on a website selling fake goods and the research showed that in the 18-24 year old age range, consumers are more likely to have bought counterfeit goods or said they would be willing to do so in the future. The biggest items that topped the counterfeit shopping list were in the fashion and footwear category and were viewed as the most desirable fake products.
So is romance dead? Or do consumers looking to buy genuine products just need to take care for when shopping online? This Valentine’s Day, it is not just over-priced roses and cheap chocolates they need to be wary of. Counterfeit goods are growing on the internet, and those who are romantic at heart should be on their guard when purchasing genuine brands for their Valentine.
No matter how internet or business savvy you are, there five key aspects to consider when buying online:
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MarkMonitor, a leading enterprise brand protection solution and a Clarivate Analytics flagship brand, provides advanced technology and expertise that protects the revenues and reputations of the world's leading brands. In the digital world, brands face new risks due to the Web's anonymity, global reach and shifting consumption patterns for digital content, goods and services. Customers choose MarkMonitor for its unique combination of advanced technology, comprehensive protection and extensive industry relationships to address their brand infringement risks and preserve their marketing investments, revenues and customer trust. For more information, visit www.markmonitor.com.
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