Visa has released a new study outlining consumer awareness and proactive security measures for digital payments.

Visa, a digital payments provider, has released a new report detailing customer awareness and proactive security measures for digital payments.

According to the report, 71% of Kenyan consumers have encountered digital fraud, the highest rate in Sub-Saharan Africa.

While respondents in Kenya recognise their vulnerability to scams such as phishing, the survey observes that growing use of security solutions and a demand for better authentication suggest a favourable shift in consumer behaviour since the Stay Secure study's last edition in 2023.

Visa reports that consumers are increasingly taking note of red flags and validating the integrity of online interactions, indicating a significant rise in knowledge.

"The digital payments landscape is evolving rapidly, and consumers across Kenya are embracing its convenience while becoming more vigilant about security," said Chad Pollock, vice president and general manager, Visa East Africa.

"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.”

According to the report, 90% of Kenyan customers intend on using digital payments more frequently in the coming year. Furthermore, 95% of Kenyan consumers are concerned that their relatives or friends will fall victim to a scam.

The ninth annual Stay Secure study, which polled 5,800 adults from 17 different Central and Eastern Europe, the Middle East, and Africa markets, also discovered that 97% of consumers now actively take precautions to secure their online transactions, demonstrating increased savvy as digital payments gain traction.

‘’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," Chad said.