Use of Consumer Authentication in eCommerce Annual Survey, 2014

The new survey presented by The Fraud Practice and CardinalCommerce asked nearly 450 organizations worldwide the most pertinent questions about consumer authentication to find out how they perceive and use programs such as Verified by Visa and MasterCard SecureCode.


The results are presented in a whitepaper called, “Use of Consumer Authentication in eCommerce” and show that a vast majority of those who use, offer, or support consumer authentication today feel the tool is a valuable asset with a positive impact on overall business. Ninety percent of respondents who use programs such as Verified by Visa and MasterCard Secure Code claim the tool is somewhat to highly valuable.


The benefits of consumer authentication are measured and compared across different organizations and implementation methods. While 64 percent of merchants overall stated that consumer authentication had no effect or a positive effect on sales conversion, merchants who only present consumer authentication on some transactions are 10 percent more likely to report no effect or positive effects on sales conversion than merchants that present consumer authentication on all transactions.


The survey is intended to provide guidance and expertise on how to make the most of consumer authentication, and how it is successfully used today. These key findings and several others are discussed in the white paper assessing the use of consumer authentication across different regions and implementation methods.