GREATBRITAIN

PhishingfearsintheAIera

HowconcernedareBritsasAItechadvances-anddotheythinkfinancialinstitutionsaredoingenoughtopreventphishingscamsin2025?

/ResearchReality

2GreatBritainfinancialphishingreport2025ContentsYOUGOV

01

Foreword

03

Methodology

02

Reporttakeaways

04

Consumerinsights

3GreatBritainfinancialphishingreport2025

Foreword

Asphishingattacksgrowmoresophisticated,Britsarefacingagrowingwaveofdigitaldeception—onefuelledbyadvancementsinAI.From

hyper-personalisedscamemailstodeepfakevoicefraud,cybercriminalsareleveragingtechnologytomakephishingattemptsmoreconvincingthanever.

Butjusthowconcernedareconsumersabouttheseevolvingthreats?Andmoreimportantly,dotheybelievethatbanksandfinancialinstitutionsaredoingenoughtoeducateandprotectthem?”

MattPalframan

DirectorofFinancialServicesResearch,YouGovUK

Runasurvey

Exploreoursolutions

Getintouch

4GreatBritainfinancialphishingreport2025

Reporttakeaways

Scamspotlight

11%ofBritssaytheyhavefallenvictimtophishingscams,withmorethanhalfof

victimsexperiencinglossofmoneyasaresultofthescam(58%).

AIconcerns

Morethan3in4BritsareconcernedabouttheuseofAItocreatemoreconvincingphishing

scams(79%).Thisincreasesto83%amongGenXand85%amongBabyBoomers.

Phishingawareness

Emailsornewslettersarecitedasthemost

effectiveformatforeducationalmaterialsaboutfinancialphishing,andthemajorityofBritswouldprefertoreceivephishingawarenessupdatesonamonthlybasis.

Britishconsumersexpectmorefrom

banks/financialinstitutions.73%agreethatbanksshouldbedoing“alotmore”to

educateaboutfinancialphishingscams.

Thebigshort(fall)

Thekeytoengagement

3in4Britssaythatclear,actionabletipsarethemostengagingformatforphishing

awarenesscontent,followedbyreal-lifeexamples.

5GreatBritainfinancialphishingreport2025

Methodology

TheinsightsinthisreporthavebeensourcedviaYouGovSurveys.

TheinsightsinthisreportweresourcedviaYouGovSurveys–providingrapidanswersfromtherightaudience.Themulti-region

surveywasconductedfromJanuary23–

February7,2025,with2,124respondentsinGreatBritain.Additionalinsightsare

availablefor16othermarkets:Australia,

Canada,Denmark,France,Germany,HongKong,India,Indonesia,Italy,Mexico,

Poland,Singapore,Spain,Sweden,theUAEandtheUSA.

Thetargetgroup‘victimsoffinancialphishing

scams’referstoBritswhoanswered“Yes,Ihave”forthequestion:“Haveyoueverbeenavictimofafinancialphishingscam,wherebyyouhave

unintentionallysharedpersonalorfinancialinformationwithascammer?”

Throughoutthereport,eachgenerationisdefinedas:GenZ(bornin1997orlater)Millennials(bornin1981-1996),GenX(bornin1965-1980),andBaby

Boomers+(bornin1964orbefore).

Exploreoursolutions

Getintouch

6GreatBritainfinancialphishingreport2025

Exploringthefearfactor

AreBrits

concernedabout

phishing?

YOUGOV

7GreatBritainfinancialphishingreport2025

Phishingfears:

1in2Britsareconcerned

aboutthelikelihoodof

fallingvictimstoafinancialphishingscam(51%)

Thisincreasesto63%amongBabyBoomers.

GenZandMillennialsaremostlikelytobeunconcernedaboutphishingscams(35%and37%respectively).

Femalesareslightlymorelikelytoexpressconcerncomparedtomales(54%vs49%).

Getintouch

Howconcernedorunconcernedareyouofthelikelihoodofyoufallingvictimtoafinancialphishingscam?

51%

38%

41%

Concerned

55%

63%

Neitherconcernednorunconcerned

21%

19%

18%

25%

20%

24%

35%

Unconcerned

37%

16%

15%

4%

8%

4%

4%

Don'tknow

2%

BabyBoomers

Natrep

GenZMillennialsGenX

YouGovSurveys,January23–February7,2025.GBn>300Targetgroup:Natrepbygenerations

YOUGOV

8GreatBritainfinancialphishingreport2025

Phishingfears:

Globally,Singaporeansaremostlikelytobe

concerned,while

Swedesareleastlikelytobeconcerned

Britsarealignedwiththemulti-marketaverage,with51%expressingconcern.

Getintouch

Howconcernedorunconcernedareyouofthelikelihoodofyoufallingvictimtoafinancialphishingscam?

GreatBritain

Answer:Concerned

51%

All

52%

Singapore

72%▲

Indonesia

70%▲

India

69%▲

Australia

64%▲

UAE

64%▲

Mexico

64%▲

France

59%▲

Canada

54%

Spain

52%

HongKong

52%

Italy

44%▼

Germany

43%▼

Poland

43%▼

US

42%▼

Denmark

29%▼

Sweden

26%▼

YouGovSurveys,January23–February7,2025.n>500

All–unweighted17marketaverage

▲/▽:IndicatesstatisticallysignificantdifferencescomparedtoAll.

YOUGOV

9GreatBritainfinancialphishingreport2025

YouGovSurveys,January23–February7,2025.GBn>300Targetgroup:Natrepbygenerations

Phishingfears:

Morethan3in4BritsareconcernedabouttheuseofAItocreatemoreconvincing

phishingscams(79%)

Thisincreasesto83%amongGenXand85%amongBabyBoomers.

GenZandMillennialsareslightlyless

likelytobeconcernedabouttheuseofAItocreatemoreconvincingphishingscams(73%and72%respectively).

Getintouch

HowconcernedareyouabouttheuseofAItocreatemoreconvincingphishingscams?

Concerned

Neitherconcernednorunconcerned

Unconcerned

Don'tknow

79%

73%

72%

83%

85%

12%

13%

16%

11%

8%

4%

6%

6%

3%

2%

5%

8%

5%

4%

4%

NatrepGenZMillennialsGenXBabyBoomers

YOUGOV

10GreatBritainfinancialphishingreport2025

YouGovSurveys,January23–February7,2025.GBn>300Targetgroup:Natrepbygenerations

Phishingfears:

However,themajorityof

Britsstillfeelconfidentin

identifyingphishingscams

Millennialsaremostlikelytobeconfidentaboutidentifyingphishingscams(80%).

Menaremorelikelytobeconfidentin

identifyingphishingscamscomparedtowomen(78%vs70%).

Getintouch

Howconfidentorunconfidentareyouinidentifyingphishingscams?

Confident

Neitherconfidentnorunconfident

Notconfident

Don'tknow

74%

72%

80%

71%

71%

17%

15%

13%

20%

20%

5%

6%

3%

6%

7%

3%

7%

4%

3%

2%

NatrepGenZMillennialsGenXBabyBoomers

11GreatBritainfinancialphishingreport2025

Chartingphishingexpeditions:

HowmanyBritshave

fallenvictimtophishingattempts?

YOUGOV

12GreatBritainfinancialphishingreport2025

Chartingphishingexpeditions:

1in10Britsindicatetheyhavebeenavictimofa

financialphishingscam

11%ofBritsstatetheyhavebeena

victimofafinancialphishingscaminthepast,5percentage-pointslower

thanthemulti-marketaverageof17%.

Getintouch

Haveyoueverbeenavictimofafinancialphishingscam,wherebyyouhaveunintentionallysharedpersonalorfinancialinformationwith

ascammer?

"Yes,Ihave"

11%▼

GreatBritain

All

17%

Indonesia

31%▲

UAE

30%▲

Mexico

26%▲

India

25%▲

Australia

23%▲

Canada

19%

France

16%

Germany

15%

US

15%▼

Singapore

14%▼

Spain

14%▼

HongKong

13%▼

Sweden

11%▼

Poland

11%▼

Denmark

10%▼

Italy

7%▼

YouGovSurveys,January23–February7,2025.n>500

All–unweighted17marketaverage

▲/▽:IndicatesstatisticallysignificantdifferencescomparedtoAll.

YOUGOV

13GreatBritainfinancialphishingreport2025

YouGovSurveys,January23–February7,2025.GBn>200Targetgroup:Financialphishingscamvictims

Chartingphishingexpeditions:

Victimsoffinancial

phishingscamswere

mainlytargetedoverphonecallsandsocialmedia

24%offinancialphishingscamvictimsinBritainweretargetedviaphonecalls,

followedbysocialmediamessages(20%).

Getintouch

Howwasyourpersonalorfinancialinformationtargeted?

Overaphonecall(i.e.,voicephishingorvishing)

24%

20%

19%

17%

14%

5%

3%

Socialmediamessages

Other

Viatextmessagesormessagingservice(i.e.,SMSphishing)

Throughemail

Don'tknow

Prefernottosay

YOUGOV

14GreatBritainfinancialphishingreport2025

Chartingphishingexpeditions:

Overhalfofvictims

experiencedfinanciallossasaresultofafinancial

phishingscam(58%)

~1in5indicatedtheyexperiencedno

significantconsequencesbecauseofthephishingscam(22%).

Getintouch

Whatweretheconsequencesofthephishingscam?

58%

22%

19%

Financiallossand

compromisedinformation*

Compromisedpersonalinformationonly

Therewerenosignificant

consequencesofthe

phishingscam

YouGovSurveys,January23–February7,2025.GBn>200Targetgroup:Financialphishingscamvictims

“Don’tknow”responsesnotshown.

*Resultscombinedfor"Lossofmoney"and"Bothfinanciallossandcompromisedinformation”

15GreatBritainfinancialphishingreport2025

Phishingforanswers:

DoBritsthinkbanksaredoingenoughto

preventfinancialphishing?

YOUGOV

16GreatBritainfinancialphishingreport2025

Phishingforanswers:Towhatextentdoyouagreeordisagreewiththefollowingstatements

relatingtophishing?

73%ofBritsagreethatbanksshouldbedoing

73%20%4%

”Banksshouldbedoingalotmoretoeducate

customersaboutphishingscams.”

3%

“alotmore”toeducateaboutfinancialphishingscams

Onasimilarnote,only1in5Britsagreethatitisnotbanks’responsibilitytoprotect

“ItisnotbanksI

responsibilitytoprotectpeopleagainstphishingscams.”

21%

21%

3%

54%

peopleagainstfinancialphishingscams–withthoseaged25-35mostlikelytoagreecomparedtonatrep.

AgreeNeitheragreenordisagreeDisagreeDon’tknow

Getintouch

YouGovSurveys,January23–February7,2025.GBn>2,100Targetgroup:Natrep

YOUGOV

17GreatBritainfinancialphishingreport2025

Phishingforanswers:

4in10Britssaytheyhavereceivedphishing

Haveyoueverreceivedphishingawarenessmaterialsortrainingfromyourbank?

Natrep

43%40%

awarenessmaterialsfromtheirbank(43%)

91%ofpeoplewhohavereceivedphishing

awarenessmaterialsortrainingsfromabankfoundthemtobeveryorsomewhathelpful.

Getintouch

15%

2%

Yes,IhaveNo,IhavenotDon'tknowPrefernottosay

Howhelpfuldidyoufindthematerialsortrainingprovidedbyyourbank?

26%65%5%4%

VeryhelpfulSomewhathelpfulNothelpfulDon'tknow

YouGovSurveys,January23–February7,2025.GBn>900

Targetgroups:Natrep&Receivedphishingawarenessmaterials

YOUGOV

18GreatBritainfinancialphishingreport2025

Phishingforanswers:

Emailsornewslettersarecitedasthemosteffectiveformatforeducational

materials

ThemajorityofBritsfavourdigitalformatsforeducationrelatedtophishingscams.

17%thinkin-branchworkshopsor

presentationswouldbemosteffective.

Getintouch

Whatformatsdoyouthinkwouldbemosteffectiveineducatingpeopleaboutphishingscams?

Responselabel

Natrep

GenZ

Millennials

GenX

Baby

Boomers+

Emailsornewsletterswithtipsandexamples

50%

38%▼

43%▼

49%

62%▲

Shortvideosoranimations

43%

48%

40%

47%

39%

Mobileappnotificationsorguides

42%

45%

44%

45%

37%▼

Socialmediapostsandtips

40%

47%▲

46%▲

41%

29%▼

Interactiveonlinetutorialsorcourses

33%

34%

34%

36%

27%▼

Interactivequizzesorsimulations

27%

32%

29%

30%

22%▼

In-branchworkshopsorpresentations

17%

19%

21%

16%

15%

YouGovSurveys,January23–February7,2025.GBn>300

Targetgroup:Natrepbygenerations

“Don’tknow”and“prefernottosay”responsesnotshown.

▲/▽:IndicatesstatisticallysignificantdifferencescomparedtoNatrep.

YOUGOV

19GreatBritainfinancialphishingreport2025

Phishingforanswers:

3in4Britssaythatclear,

actionabletipsarethemostengagingformatfor

phishingawarenesscontent

Data-ledinfographicsandshort-formvideosaretheleastappealingformatforBrits.

Getintouch

Howlikelywouldyoubetoengagewiththefollowingtypesofphishingawarenesscontentfromyourbank?

Natrep

74%

68%67%

59%

46%

39%

Short-form

videoson

socialmedia

Clear,

actionabletips

Simpleand

visualcontent

formats

Real-life

examplesof

phishing

scams

Data-led

infographics

Rewardsor

incentivesfor

completing

educational

materials

YouGovSurveys,January23–February7,2025.GBn>2,100Targetgroup:Natrep

YOUGOV

20GreatBritainfinancialphishingreport2025

Phishingforanswers:

ThemajorityofBritswouldprefertoreceivephishingawarenessupdatesona

monthlybasis

MostBritsfavouraless-is-moreapproach,preferringtoreceiveupdatesonamonthlyorquarterlybasisratherthanweekly.

Getintouch

Howoftenwouldyouprefertoreceivephishingawarenessupdatesfromyourbank?

28%25%20%10%

8%

4%

3%

Weekly

Yearly

Quarterly

Don'tknow

Monthly

Never

Onlywhen

there'samajor

newscam

YouGovSurveys,January23–February