Gadling

Okay, your goal should be NOT to conform to what you see below. The travel industry, riding something of a recovery this year, is set to come out with some solid sales on Cyber Monday, the biggest online shopping day of the year. So, as you click among hotel, airline and online travel agency sites, it will pay for you to be aware of the biggest risks you face.

Despite the many risks associated with online shopping – and the fact that they have been shoved in the public’s face since the early days of internet commercialization – people still roll the dice with their financial security. When you get excited about cheap tickets or a real bargain on the excursion of a lifetime, take a moment to make sure you aren’t getting scammed. Your savviest purchase may be the one you never make.

So, what are the risks? Let’s take a look at five scary facts from web security firm Webroot:1. Don’t trust page one: a high placement in Google search results shouldn’t be a sign of trust. According to Webroot, 59 percent of survey respondents trust the results they get in the first few pages, up from 39 percent last year. Unfortunately, this placement is “a target for malicious links.” Interestingly, the number of people using search engines is falling: “48 percent of online shoppers frequently if not always use search engines to find gifts online, compared to 52 percent in 2009,” Webroot reports.

Solution: Watch brand. If you recognize the company’s brand, you can be more comfortable with the purchase. Also, watch where the link sends you. For an extra layer of protection, enter the company’s address into the browser yourself instead of clicking the link in Google.

2. Risky wifi behavior: 18 percent of shoppers are likely to use public wifi for holiday shopping, Webroot reports, up from 12 percent in 2009. This can be risky, especially with 23 percent of respondents feeling comfortable using free public wifi.

Solution: Do your online shopping at home or at work. Stealing wifi from your neighbor so you can toss your credit card number onto the web is probably pretty stupid.

3. New site, new password: are you planning to jump on a deal from a company you haven’t used before? Well, this is the point of many of the Cyber Monday travel deals you’ll see: companies want to lure you away from your ol’ stand-by sites. Do take advantage of the hot promotions, but be smart. Using the same password everywhere is like hiding a house key under your doormat.

Solution: Use a new password every time you create an account with a travel website. Also, be one of the 72 percent of online shoppers who uses a “complex” password – i.e., a mix of letters, numbers and symbols.

4. Social should be personal: 26 percent of respondents to the Webroot survey indicated that someone else had used their social media or email accounts to send friends messages in their names. With travel companies increasingly turning to social media platforms to market their deals and bolster their brands, expect a lot more interaction this year … which brings hefty doses of risk with it.

Solution: Take a look at your sent messages from time to time, and look at your Twitter stream from the perspective of another user. Make sure you recognize everything you’re putting out into the world.

5. Look for safety: 52 percent of Webroot’s respondents don’t check to see if a site uses SSL, and 50 percent don’t look for the padlock in the lower right corner of the web browser. This is like not twisting the doorknob after you lock it.

Solution: pay attention to where you make purchases online. In addition to getting comfortable with the company website, you also want to be aware of the security in place. If something feels off, play it safe: don’t buy. No deal is worth the consequences of risky online purchasing behavior.

[Via Insurance Information Institute, photo by InfoMofo via Flickr]