Digital payments are growing rapidly across the Central and Eastern Europe, Middle East, and Africa (CEMEA) region, and consumers are becoming increasingly savvy in recognizing and avoiding online fraud. The ninth edition of Visa’s Stay Secure Study, released in March 2025, reveals a significant shift in how people interact with digital payment platforms, highlighting both the opportunities and the risks that come with this transformation.
Consumers Are Becoming More Security-Conscious
According to the 2025 Visa Stay Secure Study, 97% of consumers across the 17 CEMEA markets have adopted at least one precautionary measure to protect their online transactions. This marks a noticeable increase from the previous year and reflects growing awareness amid the rising sophistication of online scams, including phishing, smishing, and social engineering attacks.
Consumers are no longer passive participants in the digital economy. Instead, they are actively taking steps to protect themselves, such as:
- Ignoring suspicious emails or messages asking them to transfer money
- Monitoring bank and credit card statements for irregularities
- Enabling SMS alerts for transaction notifications
- Refraining from sharing sensitive account or card credentials
In Sub-Saharan Africa, and Kenya specifically, the adoption of these practices is even more pronounced. For example, 71% of Kenyan consumers actively avoid email requests for money transfers, while 67% refuse to share card or account information.
Trust in Digital Payments Remains High Despite Scams
Despite the growing concern around fraud, trust in digital payments is holding strong. The study found that 76% of consumers across the CEMEA region mostly or completely trust digital transactions. In Kenya, this confidence is matched by a remarkable 90% of consumers expecting to increase their use of digital payments in the next 12 months — the highest in the region.
This high level of trust exists even though:
- 52% of consumers across the 17 markets have fallen victim to a scam
- 16% have been scammed more than once
- Kenya reports the highest rate of scam victims in Sub-Saharan Africa at 71%
Visa notes that this continued trust is linked to increased consumer education, better fraud detection mechanisms, and visible security measures such as requiring users to confirm transactions with one-time passcodes (OTPs) or security links. In fact, 83% of consumers say they feel more secure when required to verify their identity through a text message or confirmation link during online transactions.
Gen Z and Gen X Are Most at Risk, Say Consumers
While many consumers believe they can spot a scam, 95% worry their friends or family members could fall victim. Text messages asking for account verification are considered the most suspicious by 57% of respondents. Interestingly, Gen Z is seen as particularly vulnerable, with 89% admitting they might act on messages involving security alerts or password issues.
The generational analysis shows:
- Gen X (aged 44–59) is considered most likely to be scammed
- Gen Z reports the highest self-admitted likelihood of engaging with suspicious communications
- Boomers are seen as least likely to fall for scams
Mobile Payments Lead in Convenience and Perceived Safety
The study shows a growing preference for mobile-based payments, with:
- 55% saying mobile payments are the easiest to use
- 49% ranking them as the second-safest payment option
By comparison, bank transfers are the most commonly used method (62%) but are not necessarily seen as easy to use. Only 15% consider them the easiest method. Peer-to-peer payment platforms, while growing in use, are considered the least secure by many respondents.
In Kenya and Nigeria, digital payments are also praised for simplifying money transfers to family and friends. With remittances playing a critical role in household economies, especially in Sub-Saharan Africa, 60% of consumers say digital tools have made it easier to send money to loved ones.
Negative News Can Reduce Digital Payment Use
Although trust levels are high, ongoing reports about cyber fraud are influencing behavior. Over half (53%) of consumers say news about data breaches, phishing scams, and malware attacks has made them reduce their use of digital payments. In Kenya, this number rises to 63%, indicating a need for further efforts in building public confidence through transparency, education, and visible safeguards.
The Role of Government and Trusted Brands
Consumers trust digital payment schemes more when they are backed by well-known brands. For example, government-led programs in countries like Nigeria and the UAE are more likely to be trusted when they collaborate with companies such as Visa. Among consumers who are already highly aware of fraud tactics, 51% say they would trust a government-run payment program more if a trusted brand is involved.
This highlights the importance of public-private partnerships in expanding financial inclusion while maintaining security and transparency.
Visa’s Investments in Payment Security and AI
Visa’s commitment to secure digital payments is not just in surveys — it is backed by significant technological investment. Over the past decade, Visa has invested over $3.3 billion in AI and data infrastructure. In 2024 alone, Visa launched three new AI-driven fraud prevention solutions under its Visa Protect suite. These tools help detect fraud in card-not-present (CNP) transactions, real-time account-to-account (A2A) payments, and activity across and beyond Visa’s network.
The impact has been measurable:
- $40 billion in fraudulent payment value blocked
- 80 million fraudulent transactions prevented
- Over $122 million in potential e-commerce fraud stopped via malware detection
Visa positions itself as the world’s largest software-as-a-service (SaaS) platform for digital payments, leveraging cutting-edge technology and global insights to tackle evolving threats.
Conclusion: Digital Payments Are the Future, But Education Is the Foundation
The Visa Stay Secure 2025 report underscores a significant evolution in consumer behavior: the balance between convenience and caution. While more people are using digital payments and expressing trust in the ecosystem, the threat of scams remains. The key to safeguarding this progress lies in continuous consumer education, visible and consistent security measures, and partnerships between governments, fintechs, and trusted brands.
As digital payments continue to reshape how people transact in Kenya and across the CEMEA region, the findings from this study serve as a vital resource for building smarter, safer, and more inclusive financial systems.
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