The study surveyed 500 adults, revealed 55%
acknowledge vulnerability, more users
are adopting stronger authentication tools
Business Reporter
Karachi: A new study commissioned by Visa highlights a significant rise in consumer awareness and proactive security measures for digital payments across Pakistan. According to the latest edition of Visa’s Stay Secure study, 98% of Pakistani consumers are now actively safeguarding their online transactions, reflecting a positive behavioral shift as digital payments continue to grow nationwide.
The study, which surveyed 500 adults in Pakistan, revealed that while 55% acknowledge vulnerability to scams like phishing, more users are adopting stronger authentication tools and taking preventive steps—signaling greater digital savviness compared to Visa’s 2023 findings.
Key Findings of the Study:
- Rising Vigilance: 98% of consumers take active steps to protect digital transactions.
- Trust Remains High: 82% mostly or completely trust digital payments, despite fraud concerns.
- Secure Methods Preferred: 85% feel safer when required to confirm identity via codes or links.
- Digital Convenience: 66% appreciate anytime, anywhere payment access; 69% plan to use digital payments more in the next year.
- Slight Drop in Scam Awareness: 45% feel very knowledgeable about identifying scams—down from 56% in 2023.
Leila Serhan, Senior Vice President & Group Country Manager for North Africa, Levant & Pakistan, said:
“The latest Stay Secure study affirms an increasingly sophisticated consumer base in Pakistan—one that is both aware of security risks and proactive in managing them. Despite rising threats, consumers continue to place high trust in digital payments, underscoring their value and convenience.”
Visa’s AI-Powered Security Investment
Visa has invested $3.3 billion in AI and data infrastructure over the past decade. In 2024 alone, the company launched three new AI-powered solutions under its Visa Protect suite to counter fraud in card-not-present, account-to-account, and network transactions. Visa reports that in the past year, it has blocked $40 billion in fraudulent payment value and prevented 80 million fraudulent transactions.
As part of its annual Stay Secure campaign, Visa continues to raise awareness and educate consumers to recognize and resist online threats.
