Cybersecurity is no longer just a technical requirement—it is becoming a deciding factor in how consumers choose and remain loyal to digital service providers.

New U.S. findings from F-Secure’s annual Scam Intelligence & Impacts Report show that consumers increasingly view cybersecurity protections as part of the overall service experience. According to the research, 93% of consumers say it is important that their provider offers cybersecurity protections, 82% say security influences their choice of provider, and nearly two-thirds (64%) say they would switch providers based on the security offerings available.

The findings highlight a growing shift in consumer expectations. As scams become more frequent and more costly, customers are looking beyond traditional measures such as price, performance, and convenience. They are increasingly evaluating whether the companies they trust can help protect them from digital threats.

Scam Exposure Is Becoming the Norm

Online scams have become a routine part of consumers’ digital lives. The report found that nine in ten Americans experienced at least one scam attempt over the past year, while 69% encountered scam attempts at least monthly.

The financial impact is also increasing. Among consumers who experienced scams, 57% reported losing money—up significantly from 17% in the previous year’s U.S. survey.

These trends are creating new expectations for service providers, including telecommunications companies, digital platforms, and other organizations that maintain ongoing relationships with consumers. Security is increasingly viewed not only as a risk management function but also as a way to build customer confidence and differentiate services in a competitive market.

Security Is Influencing Customer Decisions

The research indicates that consumers are willing to make purchasing decisions based on cybersecurity capabilities:

• 93% say it is important that their provider offers cybersecurity protections.
• 82% say security influences their choice of provider.
• 64% say they would switch providers based on the security protections offered.
• 48% say they would pay for scam protection services.

For providers, these findings suggest that cybersecurity can play a direct role in customer acquisition and retention. Organizations that demonstrate their ability to protect customers may have an opportunity to strengthen trust and create additional value beyond their core services.

Different Generations Experience Different Risks

The impact of scams varies across age groups. The report found that adults between the ages of 18 and 34 are more than three times as likely to fall victim to a scam compared with older groups. However, older adults are more likely to experience financial losses when targeted, with 82% of scam victims aged 65 to 74 reporting monetary losses.

The results underscore the need for security strategies that address a wide range of consumer behaviors and vulnerabilities. Effective protection requires not only stronger technical defenses but also education, awareness, and accessible security tools.

Trust Is Becoming a Core Service Differentiator

As digital threats continue to evolve, consumers are increasingly expecting the organizations they rely on to help protect them. Cybersecurity is becoming part of the customer relationship—not simply an internal technology priority.

"Consumers are sending a clear message through their expectations and purchasing decisions, and it's not just about connectivity anymore," said Timo Laaksonen, President and CEO at F-Secure. "Trust and security are now major reasons why customers choose a provider, and another reason they stay." 

For digital service providers, the message is clear: security is becoming a defining part of the customer experience. Organizations that invest in meaningful protection and communicate that value effectively will be better positioned to earn and maintain consumer trust.

Source: F-Secure

Stay Connected with ISE Magazine 

Subscribe to our newsletters and magazine for the latest telecom insights, explore the current issue for in-depth features and strategies, and register for upcoming webinars to learn directly from industry leaders.