Security and Trust Stay Secure 2025 - How Consumers are Embracing Security Measures in the Era of Digital Payments

Online scams are prevalent around the world, prompting consumers to be on alert for phishing attempts and other schemes that put their financial stability at risk amid growing adoption of digital payments. To better understand consumer awareness and behaviors around fraud, Wakefield Research, commissioned by Visa, conducted a survey of 5,800 adults across the CEMEA region (17 markets in Africa, Eastern Europe and the Middle East).

The research reveals that 97% consumers in these markets have taken cautionary measures around digital payments, such as ignoring requests via email and other means asking them to transfer money on someone else’s behalf and setting up text messages to notify them of transactions.

While 86% of respondents acknowledge their vulnerability to scams like phishing, the increased adoption of security measures and preference for stronger authentication indicate a positive shift in consumer behavior since the last edition of the Stay Secure study in 2024. Consumers are now actively spotting red flags and verifying the legitimacy of online interactions, showing a marked increase in awareness.

Other key insights emerging from the research bode well for the continued acceleration of digital payments across the region, with over three-quarters of all respondents stating that they mostly or completely trust digital payments, regardless of the threat of fraud, and a further 74% of consumers anticipate that they will increase their use of digital payments over the next year.