U.S. consumers continue to encounter fake products while on the Internet. One-quarter of consumers in a recent study report they have been sold counterfeit products, while 36% have experienced fake ads or social posts, 41% have come across fake websites, and 35% have experienced fake social media accounts.

The report — Product, Place, Price, Promotion, Protection — released today by Incopro, which makes software to protect brands, analyzed shopper perspectives on the role that brand authenticity plays in their decision-making process. About 2,000 U.S. consumers participated in the survey fielded in November 2020, in partnership with marketing research firm Savanta.

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CONSUMER RESEARCH: WHY PROTECTING YOUR BRAND HAS BECOME THE NEW 5TH ‘P’ OF MARKETING

61% of consumers state that coming across a fake website would cause them to doubt or avoid a brand in the future. Download this consumer research to learn how to protect your brand’s authenticity online.

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