Almost half of Brits claim they wouldn't purchase good or services from a company that had suffered a security breach, says SafeNet UK.
According to the information security firm, a third of web users feel a company's reputation regarding security is important when it comes to deciding to make a purchase.
When it comes to checking out how firms protect sensitive data, 48 per cent say they frequently look at data protection methods before making a purchase, while a third of Brits will only check how data is stored if it involves giving their bank account details.
"Organisations must not underestimate the importance of good security on their reputation with customers," said Chris Holland, global vice president for software rights management at SafeNet.
"It is clearly absolutely vital that companies do their utmost to keep customer information safe, and that people know about it. They will walk away from a deal rather than compromise the security of their personal data."