The YouGov survey of 2551 UK adults found that the majority of online shoppers (85%) perceive themselves as taking sensible steps to protect themselves from online fraudsters, and just under half want to be rewarded for being responsible.

"If you are buying house insurance you expect a better rate if you have taken precautions like fitting window locks or an alarm," says Ann Hosford, marketing manager, financial services business unit, Fujitsu Services. "But responsible Web shoppers effectively carry the can for those who don't take sensible steps to protect themselves from online fraud."

Banks have historically offered universal fraud guarantees and protection to all customers, and although they give advice on personal security they are yet to offer any incentives for responsible customers.

The research also found that only half of respondents said they had read the security advice provided to them by their bank.

Fujitsu says by taking further steps to encourage customers to be more responsible for their own security, banks could save money, improve service and improve the approach to risk management for online banking - at the same time providing a vital point of differentiation in the market.

Hosford says concerns about the cost of online fraud and a need to differentiate in the crowded market mean that banks are more likely to consider different services for customers based on whether they take security precautions like updating virus software, keeping up a personal firewall and not using the same password for all accounts.

"To do this banks will need to take a careful look at their ability to manage customer data in order to assess risk and devise new checking mechanisms to test a customer's diligence against fraud," adds Hosford.