98% of Pakistani Consumers Proactively Secure Online Transactions: Study

A new study commissioned by Visa reveals a rise in consumer awareness and proactive security measures for digital payments across Pakistan. The latest edition of Visa’s Stay Secure study, which surveyed 500 adults in the country, found that 98% of consumers now actively taking precautions to secure their online transactions, showcasing increased savviness as digital payments gain momentum. While 55% of respondents in Pakistan acknowledge their vulnerability to scams like phishing, the increased adoption of security measures and preference for stronger authentication indicate a positive shift in consumer behavior since the last edition of the Stay Secure study in 2023. Consumers are now actively spotting red flags and verifying the legitimacy of online interactions, showing a marked increase in awareness. Other key insights from the research indicate the continued acceleration of digital payments across the region, with over three-quarters of all respondents stating that they mostly or completely trust digital payments, regardless of the threat of fraud. As digital payments grow in use and popularity, there are steps that retailers, banks and payments processors can take to promote even greater trust, the study states. Leila Serhan, Senior Vice President & Group Country Manager for North Africa, Levant & Pakistan, said: “The latest edition of Visa’s Stay Secure study affirms an increasingly sophisticated consumer base in Pakistan, one that is aware of potential security threats and actively engaged in safeguarding their digital transactions. This proactive approach, coupled with their sustained high trust in digital payments, even amidst fraud concerns, speaks volumes about the value and convenience digital payments offer across Pakistan. Visa’s ongoing efforts in consumer education are fundamental to maintaining and strengthening this trust. However, the threat of online scams is ever present and therefore it is important for consumers to remain vigilant.”