97% of Consumers Take Cautionary Measures Around Digital Payments, Visa Study
Digital payments firm Visa has published a new study that sheds light on consumer awareness and proactive security measures taken to safeguard digital payments.
The ninth annual Stay Secure Study 2025 surveyed 5,800 adults across 17 diverse Central and Eastern Europe, the Middle East, and Africa (CEMEA).
Findings from the study reveal that 97% of consumers in these markets have taken cautionary measures around digital payments compared to 92% in 2023. This highlights the growing awareness and proactive approach consumers are taking to ensure the safety of their online transactions, reflecting a significant shift towards more secure financial behaviours in the digital economy.
‘’This increase indicates that consumers across the CEMEA region are becoming increasingly savvy when it comes to recognizing fraudulent activity. ‘’ the report says.
‘’This growing awareness offers hope as online scams grow in sophistication and frequency. It is also crucial given the growing adoption of digital payments across the region’’
When it comes to falling victim to fraud, the research further shows that consumers are most likely to respond to potential scam emails that warn of a security risk. The most effective scams involve warnings about security risks, such as notifications of a stolen password or data breach, which 39% of respondents admitted they would likely engage with. Similarly, 35% indicated they might respond to a message stating that their credit card had been blocked.
Vulnerability to financial scams
Consumers are also vulnerable to scams promising them financial opportunities, such as a good deal, with 33% admitting they could fall for such offers. However, this represents a decline from 44% in 2023, suggesting that ongoing efforts to educate consumers about digital scams may be paying off.
“Consumer education is our best defense against fraud, and industry collaboration makes this possible. As scams grow more sophisticated, the battle for security never stops. Consumers increasingly trust partners who take tangible steps to protect them.” Chad Pollock, VP & General Manager, Visa East Africa said.
Additionally, those likely to act on messages commonly used by scammers, including clicking on a link or responding to the sender, has also decreased since 2023, from 90% to 86%.
Despite these risks, the report underscores that trust in digital payments remains high across all surveyed markets. A significant 76% confirm they mostly or completely trust digital payments, reflecting growing confidence in their security.
‘’The ‘Stay Secure’ study highlights evolving consumer preferences, which could offer Visa’s stakeholders actionable intelligence for trust-building strategies and inform the creation of educational materials to empower consumers against fraud,” he added.
The report further notes that 74% of consumers anticipate using digital payments more in the coming 12 months.
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