JupiterResearch employed Ebillme, an online payment service provider, to conduct a study on the factors which online shoppers take into consideration when choosing how to pay on the Internet. The study revealed that online card users care more about fraud protection, product and service guarantees, and getting the best price than earning points or rewards.

Among the 2,700 consumers who were surveyed, about 81% of online card users stated that liability protection was their top priority. Ironically, 68% of online consumers who pay with their credit cards and 65% of those who pay with their debit cards were ignorant of their fraud protection coverage. About 77% of credit card users are willing to accept changes in the existing online checkout process if it would result in better security.

An independent study by Javelin Strategy and Research reveals that nearly 50% of consumers prefer to pay with cards because they find it more convenient.