AI-Driven Mobile Fraud Surges Ahead of Holiday Shopping Rush, Appdome Report Finds

AI-Driven Mobile Fraud Surges Ahead of Holiday Shopping Rush, Appdome Report Finds

Monday, December 1, 2025

Filipino consumers are heading into the peak holiday shopping period more anxious than ever, as new data from Appdome’s 2025 Consumer Expectations of Mobile App Security Report reveals a major spike in fears around AI-driven fraud. Synthetic identities, deepfake scams, and mobile account takeovers have now become the top reasons shoppers abandon mobile apps during Black Friday, Cyber Week, and the Christmas season.

Recent industry reports from NordLayer, SEON, and Kaspersky show fraud attempts surging between 22% and 400% during Cyber Week. Appdome’s consumer survey reflects this rising threat landscape:

• 43.4% of Filipinos say identity fraud is their biggest concern when shopping on mobile.

• 74.7% delete or avoid apps they believe are unsafe.

• 34.1% claim they or someone they know has been targeted by social engineering scams.

With deep discounts, high-speed checkouts, and an influx of mobile payments, shoppers believe the 2025 holiday season is shaping up to be the most vulnerable yet.

“AI is changing the fraud landscape faster than mobile businesses can react,” said Tom Tovar, Co-Creator and CEO of Appdome. “Consumers want proof that apps can stop fraud before a holiday purchase is made, not after the damage is done.”

How AI Is Supercharging Holiday Fraud

This year, AI-assisted fraud has escalated through tactics such as deepfake payment confirmations, vishing, and bot-driven account takeovers—threats that are increasingly difficult for users to detect.

Key findings from the survey include:

• 67.2% of Filipinos view AI as an opportunity, while 32.8% see it as a direct threat to their mobile safety.

• 84.1% expect apps to block AI-powered dangers such as bots, deepfakes, impersonation attempts, and ATOs.

• Only 60% feel confident that apps can actually protect them—revealing a wide trust gap during the busiest shopping season.

This growing “AI paradox” challenges mobile banking, e-commerce, fintech, travel, and delivery apps to provide strong, visible in-app protection as holiday transactions peak.

Filipino Shoppers Demand Fraud Prevention, Not Reimbursement

As the holiday sales push accelerates, consumers say security must happen in real time, not after the fact:

• 86.7% expect fraud to be stopped before it occurs—not compensated afterward.

• 45.9% believe responsibility lies with the mobile app maker, not the device, OS, or telco provider.

• 70% consider privacy extremely important, and 15.2% refuse to use apps without clear privacy protections.

“Holiday shopping is when attackers strike hardest,” said Jamie Bertasi, Appdome’s Chief Customer Officer. “AI enables bad actors to mimic real users, hijack sessions, and trigger fake transactions. Protection inside the app is critical for safeguarding both customers and revenue.”

Why Mobile Apps Must Act Before Christmas Spending Peaks

Record-high mobile spending is expected between Black Friday and December 31, making apps primary targets:

• Fast, high-volume transactions open the door to synthetic identity fraud.
• Attackers use AI to scale mobile scams exponentially.
• Consumer loyalty now depends strongly on visible, real-time protection.

Filipino shoppers say they’re more likely to support brands that actively protect them:

• 27.6% would leave positive reviews for secure apps.

• 24.7% would promote those apps on social media.

About the Report

Appdome’s 2025 Consumer Expectations of Mobile App Security Report analyzes emerging fraud threats and user expectations from respondents across the Philippines and global markets.

Read the full study here: https://www.appdome.com/mobile-consumer-cyber-security-survey/

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BCG Study: What Filipino Families Prioritize Most

BCG Study: What Filipino Families Prioritize Most

Wednesday, November 26, 2025

In a country where family is the heart of everything, from decision-making to financial survival, it’s no surprise that Filipinos continue to reshape what “security” truly means. A new nationwide study by Boston Consulting Group (BCG) uncovers how Pinoy households are balancing everyday struggles with long-term dreams, revealing a portrait of resilience, practicality, and shared responsibility.

If you’ve ever wondered what truly drives Filipino families today and how businesses should respond, this research offers a clearer picture than ever before.

What Matters Most to Filipino Families Today

According to BCG’s newly released report The Filipino Family, health and financial stability remain at the top of every household’s priority list. Out of 1,515 families surveyed (a total of 6,387 individuals), these stood out:

• 70% prioritize being financially prepared for health emergencies
• 68% want to build a substantial savings fund
• 64% say improving nutrition and food quality matters most

These priorities reflect a blend of practicality and care, core Filipino values passed from one generation to the next.

During the report presentation, BCG Manila Managing Director and Senior Partner Anthony Oundjian emphasized that the study offers a rare, data-driven lens into how families actually function. He shared that understanding Filipino consumers means understanding the family as a collective decision-maker not separate individuals.

Health Security Is the Biggest Fear Across Households

The report reveals a sobering reality: 7 out of 10 families fear medical emergencies more than any other financial setback.

And the worry is justified.

BCG found that 64% of households cannot afford a ₱10,000 hospital bill without borrowing or relying on health insurance.

Oundjian explained that families repeatedly shared how easily a medical crisis can undo years of savings and progress making health protection a make-or-break concern.

Six Types of Filipino Families, Six Unique Realities

BCG identified six major household structures, each with different needs and stress points:

1. Single-Earner Nuclear Families (20%)

One parent earns while the other handles the household—clear roles, but often financially stretched.

2. Dual-Earner Nuclear Families (23%)

Couples practice toka-toka, dividing responsibilities and making decisions jointly.

3. Solo Parent Families (14%)

One parent manages both breadwinning and caregiving—time becomes the scarcest resource.

4. DINKs – Dual Income, No Kids (4%)

Couples focusing on stability and experiences, often treating pets like children.

5. Sandwich Families (11%)

The “gitnang henerasyon” balances raising kids while supporting aging parents.

6. Extended Families (21%)

Multi-generational setups with shared responsibilities—supportive but complex.

BCG Managing Director Julian Cua noted that these aren’t simple categories—they’re distinct economic units with unique needs. A solution for a DINK household, for example, won’t work for a sandwich family supporting three generations.

Family Decision-Making Is Always Collaborative

Whether it's buying groceries, picking a school, or planning a big purchase, Filipino families rarely make decisions alone. The process is collective, thoughtful, and viewed as an act of care.

BCG’s research highlights gender patterns too:

• Women often manage savings, budgeting, and day-to-day spending.
• Men usually handle investments and long-term finances.

Still, decisions are intertwined across members—reflecting the “tulong-tulong” culture deeply rooted in Filipino homes.

OFWs Remain Strong Decision-Makers Despite the Distance

Even across oceans, OFWs remain active voices in household decisions.

BCG found that over half of OFWs participate in key family matters, and many contribute up to three-fourths of household income through remittances.

Digital communication keeps them woven into the family’s daily choices—a role many businesses fail to design for, according to the report.

What This Means for Businesses and Policymakers

The report lays out five major implications for brands and institutions:

1. Households—not individuals—are the true consumers

Apps, products, and services should be designed for shared decision-making.

2. Health is the household’s biggest vulnerability

There is a need for real family-based health coverage, not individual plans with dependents.

3. Filipino aspirations are simple but meaningful

Families want dignity: better meals, small treats, worry-free weekends—not luxury lifestyles.

4. Family structures shape financial behavior

Businesses must segment offerings based on family type, not just income or age.

5. Migration transforms families but keeps them intact

OFW involvement remains strong, yet few financial products are built to support distributed decision-making.

BCG Principal and report co-author Lance Katigbak shared that the study challenges companies to stop treating Filipinos as isolated consumers. He stressed that families simply want systems aligned with how they genuinely live.

At the end of the day, the Filipino family is not just a social unit—it’s our country’s economic engine, emotional core, and foundation of care. This study is a reminder that when businesses truly understand Filipino households, they create solutions that uplift lives, empower families, and drive long-term impact.

As consumers, it also encourages us to reflect on our own family patterns—how we make decisions, what we value, and how we can advocate for products and policies designed with real Filipino realities in mind.

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Filipinos Only Ready for Up to ₱50K in Emergencies – PURPLE Report

Filipinos Only Ready for Up to ₱50K in Emergencies – PURPLE Report

Tuesday, November 4, 2025

Many Filipinos still struggle to stay financially ready for life’s emergencies — here’s why.

Meet Pia, a 35-year-old senior executive, a loving wife, and a devoted mom of two. On paper, her life looks picture-perfect. But like many hardworking, middle-class Filipinos, she quietly worries about one thing: what happens when an emergency strikes?

According to the PURPLE Report, a study by EastWest Ageas in partnership with NielsenIQ, most Filipinos have only ₱50,000 in emergency savings barely enough to cover a major hospital bill or an unexpected crisis. Even more concerning, only 2 in 10 Filipinos have savings that could last over three months.

Why It’s Hard for Filipinos to Save

The report shows that 30% of an average Filipino’s income goes to basic needs like food, rent, transportation, and utilities. With such tight budgets, it’s no surprise that long-term financial planning often takes a backseat.

Still, the desire for security is strong. Over 52% of respondents said they worry about their loved ones’ health, while 24% are anxious about critical illnesses and the massive expenses that come with them.

Here’s the reality check: a study from the Philippine Statistics Authority (PSA) found that ischemic heart disease remains the country’s leading cause of death  and the average treatment cost can soar to ₱690,000. That’s far beyond what most households can afford. Even with public healthcare and social welfare coverage, many families struggle when the family breadwinner can’t work.

The Readiness Gap

Interestingly, the PURPLE Report reveals that financial preparedness tends to improve with age. Those over 40 are more likely to have three months’ worth of emergency savings, while younger adults (22–39) admit to having less.

Economic pressures like inflation, income instability, and rising living costs make it even harder for Filipinos to grow their savings. In emergencies, many fall back on personal savings, family support, or informal loans, a system rooted in Filipino resilience and bayanihan, but one that exposes how fragile financial stability can be.

Bridging the Gap Between “Wanting to Be Ready” and “Being Ready”

Filipinos shouldn’t have to choose between paying bills today and saving for tomorrow. The report suggests that financial literacy, tailored insurance plans, and inclusive savings programs can help make preparedness more achievable.

“Readiness” isn’t just about having money set aside  it’s about access, education, and empathy. Every Filipino deserves a life that’s secure, with affordable healthcare and financial solutions designed for real-life needs.

If banks, insurers, and government programs work hand-in-hand to empower communities, then perhaps the next generation of “Pias” won’t just survive crises, they’ll thrive beyond them.

It’s Time to Redefine Readiness

We’ve all been in Pia’s shoes juggling bills, family, and goals while hoping life doesn’t throw us a curveball. The PURPLE Report reminds us that preparedness is possible, but it takes the right mindset, habits, and support systems.

Start small. Save a little. Learn often. Protect what matters. Because being ready isn’t just about money, it’s about peace of mind. 

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