A survey dedicated to understanding consumer preferences in the digital environment revealed that 86% of respondents say they always or usually choose to buy from brands they consider safe, and 62% are willing to pay more for products from companies that provide online security and reduce the risk of fraud. The survey was conducted by Serasa Experian, DataTech leader in intelligence solutions for risk and opportunity analysis, focusing on credit journeys, authentication, and fraud prevention.
The preference for safer brands is a reaction to another fact: the concern about fraud, a reality for 71% of respondents. "These numbers reflect a growing trend of cybersecurity awareness among consumers, reinforcing that trust is a significant factor in purchasing decisions. Additionally, it highlights the importance of a robust online security infrastructure. Companies should invest in advanced layered protection technologies and transparent privacy practices to meet consumer expectations and strengthen their market position," analyzes Caio Rocha, Director of Authentication and Fraud Prevention Products.
“This shows a greater awareness of digital security and indicates that trust is essential when making purchases. Having strong online security is also crucial. To align with consumer expectations and strengthen their competitiveness, companies need effective cybersecurity measures and clear privacy policies,” comments Caio Rocha, Director of Authentication Products and Fraud Prevention.
Online Behavior
The study also indicated that there are 13 most common activities in online environments, nine of which involve financial transactions. And the most used methods for payments are credit card (79%) and Pix (69%). Check the complete data in the following graphs
Security of personal data, digital and physical documents
The survey also recorded a concerning fact: 21% of respondents stated that they have already lent their personal data to third parties, whether to make an online purchase, open a bank account, or obtain a loan. Another data point shows that 14% of respondents reported having their physical documents stolen or lost, of which 4% were used in fraud.
“Lending data to third parties is an alarming behavior and highlights the need for greater awareness of the risks associated with this practice. On the one hand, institutions must implement robust security and authentication measures, but on the other, it is essential that users understand the risks of this behavior and the best practices to protect their identities online and offline. Data security is not just an individual responsibility, but a collective issue that requires constant action and attention,” warns Caio.
How do consumers protect themselves?
When asked how they protect themselves in digital transactions, "having strong passwords" and "avoiding opening links or files in messaging apps" were the most chosen options by respondents. See the complete ranking of the most common measures to avoid falling for scams in digital environments
More data: most common scams
Other survey data show that the most frequently reported type of scam by respondents was "use of credit cards by third parties or counterfeit cards" (39%). See the following chart for a breakdown of fraud modalities that the respondents were most victims of:
Methodology
804 individuals participated in the interview. With a margin of error of 3.5% and a 95% confidence interval, the survey was conducted online via panel in November 2023 and aimed to understand the profile of fraud victims and their feelings towards scams.
The profile of the respondents revealed that 51% were men and 49% women, from social classes B (50%), C (32%), and A (18%). The place of residence of 41% of the participants is in the capital, 33% in the interior of the state, and 26% in metropolitan regions. Regarding the regions, 45% of respondents are from the Southeast, 26% from the Northeast, 15% from the South, 8% from the North, and 7% from the Central-West.
The average age of respondents was 39 years, and the breakdown reveals 26% were 50 years or older, 22% were aged 30 to 39, 20% were aged 18 to 24, 19% were aged 40 to 49 and 13% were aged 25 to 29.
