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, reality of 71% of respondents. These numbers reflect a growing trend of awareness about cybersecurity among consumers, reinforcing that trust is a significant factor in the purchasing decision. Furthermore, 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 the Director of Authentication and Fraud Prevention Products, Caio Rocha
This shows a greater awareness of digital security and indicates that trust is essential when making a purchase. The presence of a solid online security is also crucial. To align with consumer expectations and strengthen its competitiveness, companies need effective cybersecurity measures and clear privacy policies, comment Caio Rocha, Director of Authentication and Fraud Prevention Products
Online behavior
The study indicated, still, that there are 13 most common activities in online environments, of which nine 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
Personal data security, digital and physical documents
The survey also recorded a worrying 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 get a loan. Another piece of data shows that 14% of respondents reported that they have had their physical documents stolen or lost, of which 4% were used in frauds
Lending data to third parties is an alarming attitude and highlights the need for greater awareness of the risks associated with this practice. On one side, institutions must implement robust security and authentication measures, but from 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 another collective issue that requires constant action and attention, alert Caio
How 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 research information shows that the most common type of fraud reported by respondents was "use of credit cards by third parties or counterfeit cards" (39%). See, in the following graph, the detailing of types of fraud that the interviewees were most often victims of
Methodology
804 individuals participated in the interview. With a margin of error of 3,5% and a 95% confidence interval, the research was conducted via an online panel in November 2023 and sought to understand the profile of people who are victims of fraud and their feelings towards scams
The profile of the respondents revealed that 51% were men and 49% women, social class B (50%), C (32%) and A (18%). The residence of 41% of the participants is in the Capital, 33% in the interior of the state and 26% in metropolitan areas. In relation to the regions, 45% of the respondents are from the Southeast region, 26% from the Northeast, 15% from the South, 8% from the North and 7% from the Midwest
The average age of the respondents was 39 years, and the breakdown reveals 26% aged 50 or older, 22% of 30 to 39 years old, 20% from 18 to 24, 19% from 40 to 49 and 13% from 25 to 29 years old
