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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
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