More than four in five Kenyans surveyed by TransUnion in late 2024 said they were targeted by fraud via email, online platforms, phone calls, or text messages — underscoring the growing scale and sophistication of digital scams across the country.
- •The findings are drawn from the TransUnion H1 2025 State of Omnichannel Fraud Report, which reveals that smishing (fraudulent texts seeking personal data) was the most commonly reported method used by cybercriminals in Kenya, followed by phishing and vishing.
- •In a separate survey question, nearly half (45%) of Kenyan respondents said they had lost money to such fraud over the past year.
- •Among the primary avenues for these losses were third-party seller scams on legitimate e-commerce sites (34%), unemployment-related fraud (26%), and account takeovers (25%).
“Kenya has a 133.7% mobile phone penetration rate, with people using mobile phones to conduct their everyday business, connect with friends, or keep in touch with family, so it’s easy to understand why digital fraud would be such a common tactic among fraudsters targeting this region,” said Amritha Reddy, senior director of fraud solutions at TransUnion Africa.
The median loss reported by Kenyan fraud victims in 2024 was KSh 116,108. Compared to other Sub-Saharan African countries, Kenya tied with Namibia for the second-highest share of victims (11%), trailing South Africa (13%). Zambia reported the lowest fraud victimization rate among the countries surveyed.
Conversely, Kenyan and Zambian consumers rank data protection as their highest priority when transacting online, with 91% of respondents in both countries emphasizing its importance; well above the global average of 67%.
In Kenya, confidence that personal data will remain secure is a key factor in deciding whom to engage with online. Fraud concerns are the leading reason 80% of Kenyan consumers choose not to return to a website, well above the global average of 62%. In addition to security fears, 44% of Kenyans cited poor navigation as a key factor driving them away, highlighting the dual importance of trust and usability in digital engagement.
For most consumers, trust in digital platforms is closely tied to assurances that their personal information will not be compromised. More than half of Kenyan respondents said they abandoned online financial or insurance applications due to concerns over data security. Another 46% pointed to excessive information requirements as a deterrent, though that figure is down from 59% in 2022.
“Cybercriminals take advantage of the trust inherent on community-based platforms, and target members with a wide range of scammer solicitations, the most reported type of digital fraud in communities,” Reddy said.
In Kenya, the gaming sector was the most targeted, with a suspected fraud attempt rate of 12.9% in 2024, a 33.8% increase in volume compared to the previous year. Retail and video gaming followed, with fraud attempt rates of 11.9% and 11.1% respectively. Meanwhile, traditional sectors such as telecommunications (1.7%) and travel (0.3%) reported much lower rates, reflecting a shift in criminal focus to digital-first industries.
Globally, communities such as dating sites and forums saw the highest suspected fraud attempt rates, but data on Kenya shows that fraudsters remained largely focused on mobile-based fraud, a strategy aligned with the country’s high mobile phone penetration rate.
84% of Kenyan consumers say they are likely to switch to a provider that offers a better digital experience; the highest rate in Africa and on par with India. This strong preference for seamless digital interactions has remained consistently above 80% since the second half of 2022, reflecting a sustained demand for quality and convenience in online services.
