WEST PALM BEACH, Fla. – When it comes to shopping online, consumers want security. So far there have been three standard solutions to the online secure-shopping dilemma: single-use credit card numbers that generate a unique credit card number for each online purchase; credit card locks, which require consumers to call or log-in before each transaction; and merchant-to-issuer authentication, in which a window pops-up during the online checkout and asks for a password to prove the cardholder's identity and intent to purchase. According to Forrester Research, Inc. Analysts Jaime Punishill and Ron Shevlin, credit card issuers need a new approach to reach the 43% of online U.S. households that cite security fears as a reason for not buying anything online. Punishill and Shevlin warn vendors who believe that disposable and lockable card numbers will reduce the number of online shopping carts abandoned by fear-consumed shoppers and induce sidelined buyers to purchase goods online that they are wrong. "Consumers are lazy. They want the simplicity and ease of one-click buying and rock-solid online security," said Punishill. "Most consumers won't be interested because of the hassle and extra steps required by these solutions." What works best? Multi-channel, simple solutions that don't require downloads or instructions.