Social media overtakes email as UK’s top scam channel, study finds

New research from Bitdefender shows a shift in the way Britons are targeted by online scams, with social media now surpassing email as the preferred method for cybercriminals. The study, which surveyed more than 7,000 consumers across the UK, Europe, and Australia, indicates a widening gap between consumer awareness of cyber threats and the actions taken to mitigate them.

Social scams rise

For the first time in the UK, social media has become the main channel for online scams, accounting for 34% of reported incidents. Email, traditionally the dominant medium, now trails at 28%. Platforms such as TikTok, Instagram, and WhatsApp are at the centre of this trend. Younger adults are particularly at risk, with those in Generation Z twice as likely to be scammed compared to older people, a disparity linked to greater sharing of personal content online.

Mixed trust attitudes

The survey reveals complex attitudes towards digital platforms. High levels of trust persist for household names such as Google (88%) and Microsoft (85%), despite ongoing privacy concerns. In contrast, over half of UK respondents expressed distrust towards TikTok (51%) and X/Twitter (52%), yet many continue to accept cookies and share personal information on these platforms. Almost 60% wish to keep payment details private, but this intention is not reflected in online behaviour.

Convenience over caution

The pursuit of convenience is evident in the findings. More than half of the respondents use their smartphones for payments and online shopping, but 48% do not install third-party security solutions on their devices. Soft security practices continue, with 37% writing down passwords and 17% reusing them for multiple accounts. Nearly half of users (48%) also accept all website cookies without review.

AI concerns grow

The research highlights an emergent fear surrounding artificial intelligence in cybersecurity. Thirty-seven percent cited scams enabled by technologies such as deepfakes as their top concern. Other worries include the potential for AI-driven job losses (30%) and the spread of misinformation (29%). Respondents aged 55 and older are especially apprehensive, with 46% listing AI scams as their primary worry, compared to 34% of millennials.

Scam losses significant

Fourteen percent of those surveyed reported falling victim to a scam in the past year, with the typical loss amounting to USD $545. The UK and Australia both reported victim rates of 16%, while the US figure reached 17%. Variances were observed across Europe, with France reported at 11%. These losses were felt most acutely among younger respondents, who are more active on social platforms.

Password practices

Poor password management remains widespread. While 29.9% of UK respondents write down passwords, the figure is higher in the US (42.6%) and Italy (41.6%). Only 27% reported using password managers. The habit of reusing passwords is more prevalent among those aged 16-34, with 20% admitting to this practice across three or more accounts.

Device and data security gaps

Mobile and device security are frequently neglected despite rising use for sensitive online activity. A majority of respondents reported not securing their computers (58%) or tablets (82%) with third-party products. Ten percent admitted to making personal financial transactions on work devices, creating both personal and business risk. With respondents managing an average of five online accounts, the scope for exposure grows.

"These findings highlight the growing importance of cybersecurity awareness as attacks on consumers become more frequent and sophisticated in the age of AI. Bitdefender has long pioneered the use of 'good' AI to combat cybercrime, but threat actors are now leveraging it to enhance their attacks. Strong passwords, mindful cookie management, and trusted security solutions can go a long way toward reducing risk. Cybercriminals are relentless, but awareness and the right tools empower consumers to defend themselves," said Ciprian Istrate, Senior Vice President of Operations, Bitdefender Consumer Solutions Group.