Brazil consumers adopt cautious habits amid rising data scams

Recent research highlights a growing tension between data privacy concerns and digital usage in Brazil. According to a study by Cetic.br, 32% of internet users aged 16 and older reported being targeted by scams involving personal data, affecting approximately 45 million people. Messaging apps are the most frequent channel for these attempts, cited by 84% of respondents, followed by phone calls and fraudulent websites.

Simultaneously, the rise in financial fraud is fundamentally altering consumer behavior. Data from CNDL and SPC Brasil indicates that 49.9% of consumers experienced fraud or attempted fraud in the last year. This has led to a more cautious and less impulsive consumer base. Shoppers are increasingly adopting defensive postures, such as verifying company reputations, comparing prices more extensively, and avoiding unknown contacts or offers that seem too good to be true.

Furthermore, the integration of generative Artificial Intelligence into daily life is introducing new privacy complexities. While users utilize AI for work and study, they are increasingly sharing sensitive information, including professional data, health information, and personal sentiments, with these tools.