In an era of rapid digital payment adoption, a new study commissioned by Visa reveals a shift in consumer behavior across Central and Eastern Europe, the Middle East and Africa (CEMEA). The ninth annual “Stay Secure” study, published in 2025, surveyed 5,800 adults in 17 markets, highlighting growing consumer awareness of online transaction security. In Kenya, the findings suggest a population increasingly embracing digital payments while actively guarding against fraud.
A Savvier Consumer Base in Kenya
The 2025 study found that 97% of consumers across CEMEA now take precautions to secure digital transactions, reflecting heightened sophistication as digital payments surge. In Kenya, 71% of respondents acknowledged vulnerability to scams like phishing — the highest rate in sub-Saharan Africa. Yet this awareness has spurred action: Since 2023, Kenyans have adopted more security measures and stronger authentication methods.
From identifying red flags to verifying online interactions, Kenyan consumers are becoming more vigilant. This trend underscores a broader shift: Users are no longer passive in the digital economy but active guardians of their financial security. With 90% of Kenyan respondents expecting to use digital payments more often in the next year, this confidence could accelerate the region’s digital transformation.
Trust in Digital Payments Grows Despite Fraud Risks
Consumer trust in digital payments remains resilient. Across CEMEA, over three-quarters of respondents said they mostly or completely trust these methods, even amid fraud risks. In Kenya, this trust is fueled by proactive security practices and belief in protective measures by companies like Visa. Still, concerns persist: 95% of Kenyans worry that family or friends could fall victim to scams, signaling a need for continued education.
Chad Pollock, Visa’s vice president and general manager for East Africa, said: “The digital payments landscape is evolving rapidly, and consumers in Kenya are embracing its convenience while growing more vigilant. Consumer education is our best defense against fraud. As scams advance, the battle for security never stops.”
Visa’s Role in Securing the Future
Visa has invested $3.3 billion over the past decade in artificial intelligence (AI) and data infrastructure to combat fraud. In 2024, it introduced three AI-powered tools under its “Visa Protect” suite, targeting fraud in account-to-account payments, card-not-present transactions and activities beyond Visa’s network. The company reported blocking $40 billion in fraudulent payments, stopping 80 million fraudulent transactions and preventing $122 million in e-commerce fraud through malware detection in the past year.
As the world’s largest software-as-a-service (SaaS) platform, Visa uses advanced technology and partnerships to stay ahead of cybercriminals, offering stakeholders insights to build trust and educational resources for users.
Key Takeaways From Kenya
The study outlines Kenya’s evolving digital payment landscape:
– 71% of Kenyan consumers have experienced digital fraud, the highest rate in sub-Saharan Africa.
– 90% plan to increase digital payment use in the next year.
– 95% fear loved ones could be targeted by scams.
Looking Ahead
Visa’s 2025 stay secure study findings signal optimism for Kenya’s digital economy. As trust and savvy grow, the region is poised for accelerated adoption of digital payments. For Visa, the study provides insights to strengthen consumer education, a critical tool in the fight against fraud.
