NAIROBI, Kenya– On average, Kenyan victims reported losing Sh116,108 to fraud in 2024.
While this figure falls below the global median of Sh226,132, it highlights the very real and personal financial impact of digital fraud that continues to stalk users across the country.
A new report by TransUnion, released this week, has laid bare the scope and sophistication of cyber scams in Kenya.
According to the findings, 82% of Kenyans were targeted by some form of digital fraud between August and December 2024, exposing a nation increasingly vulnerable in its digital dependence.
According to the report, the methods used by fraudsters are increasingly becoming more sophisticated and harder to detect.
Smishing, which involves deceptive text messages, was the most common tactic, encountered by 39% of respondents.
Phishing schemes, which include fake emails, websites, and social media posts designed to steal personal data, affected 36%, while 33% of Kenyans reported receiving fraudulent phone calls, a method known as vishing.
While the majority of those targeted managed to avoid financial loss, 11% admitted to losing money a figure that places Kenya among the top three most affected African nations, alongside Namibia, and just behind South Africa at 13%. Zambia recorded the lowest rate at 9%.
Interestingly, smishing was the most common form of attempted fraud in Kenya, whereas phishing dominated in South Africa, and vishing was most prevalent in Namibia.
Equally concerning is that nearly one in five respondents, 19% said they were unaware of having been targeted at all, suggesting that many Kenyans may be falling victim to fraud without even realizing it.
This unawareness raises concerns about underreporting and digital literacy gaps in the population.
According to the report, nearly half of the respondents (45%) lost money to digital fraud within the past year.
Of these, 34% said their losses stemmed from fraudulent third-party sellers operating on legitimate e-commerce platforms.
Another 26% cited scams tied to unemployment or fake job offers, while 25% were victims of account takeovers, where cybercriminals hijack user profiles to access funds or impersonate individuals online.
The fraud landscape is also shifting across sectors. In 2024, the gaming industry emerged as the leading sector for suspected digital fraud attempts, recording a rate of 12.9%.
This marks a 33.8% surge compared to the previous year, when the logistics sector was the most targeted.
Although retail, insurance, and online communities also faced substantial fraud attempts, many of these sectors experienced year-on-year declines in activity, pointing to the adaptability of cybercriminals who are now zeroing in on new vulnerabilities.
Amritha Reddy, Senior Director of Fraud Solutions at TransUnion Africa, said the tactics used by scammers are increasingly tailored to local contexts and behaviors.
She noted that Kenya’s high digital engagement makes it a prime target for cybercriminals who understand and exploit popular communication and commerce channels.
“Cybercriminals exploit areas where people trust others, such as online gaming communities. The focus has shifted toward exploiting human behavior rather than just technological loopholes,” Reddy explained.
