If there is any doubt about the security or authenticity of a website, hold off making the purchase.

The poll found 69.3 percent of Americans research potential purchases on the Internet, 68 percent make purchases online, 62.4 percent make online payments, and 38 percent buy items from online auction sites. Those researching potential purchases from their phones also grew to 16 percent, up from 9 percent in 2009. A recent study published by NCSA and Norton by Symantec found that 87 percent of Americans felt safer going online with their PCs than with their phones.Businesses should take note online customers are looking to make purchases where they see signs that a website is secure, have a clear understanding of how information collected about them is going to be used, and only information necessary to the transaction is being collected, Kaiser added. Online shoppers are being smarter and safer online, and thats good for everyone.