As Filipino consumers head into the busiest mobile shopping window of the year, new data from Appdome’s fifth annual Consumer Expectations of Mobile App Security Report shows that synthetic fraud, identity theft, and AI-driven scams are now the top reasons Filipinos abandon mobile apps during Black Friday and the holiday season.
Industry data from NordLayer, SEON, and Kaspersky shows fraud attempts rising anywhere from 22% to more than 4× during Cyber Week alone. Appdome’s new consumer research reflects this heightened risk environment:
- 43.4% of Filipinos fear identity fraud most when shopping on mobile.
- 74.7% delete or abandon apps over fraud or security concerns.
- 34.1% say they or someone they know has been a victim of social engineering scams.
- With deep discounts, speed pressure, and high-volume mobile payments converging, consumers are entering a holiday season they believe is primed for fraud.
“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 their apps can stop fraud before a holiday purchase is made, not after the damage is done.”
AI is Driving a New Wave of Holiday Fraud
In 2025, AI-driven scams, including deepfake payment approvals, vishing attacks, and bot-driven account takeovers have become primary enablers of holiday-season mobile fraud.
Appdome’s research found that:
67.2% of Filipinos see AI as an opportunity, while 32.8% see it as a threat to the safety of using mobile apps.
84.1% expect apps to block AI-powered threats such as bots, deepfakes, impersonation, and account takeovers.
Yet only 60.0% feel confident mobile apps can actually stop these threats — reflecting a significant trust and expectation gap.
This “AI paradox” puts enormous pressure on banking, retail, fintech, travel, and delivery apps to demonstrate visible in-app protection during peak holiday shopping.
Prevention, Not Reimbursement, Is the New Expectation
During Black Friday and year-end shopping, consumers overwhelmingly expect mobile apps to protect them proactively:
86.7% prioritize fraud prevention before it occurs, not reimbursement after.
45.9% say the mobile app maker not the device, OS, or carrier is responsible for stopping fraud.
70.0% say privacy is very important, and 15.2% refuse to use apps without clear privacy safeguards.
“Holiday shopping is when attackers strike hardest,” said Jamie Bertasi, Chief Customer Officer at Appdome. “AI lets bad actors mimic real users, hijack sessions, and trigger fraudulent transactions. Stopping these attacks inside the app is essential to protecting customers and revenue during the busiest shopping seasons of the year.”
Mobile Apps Must Act Before Spending Peaks
With record mobile spending expected between Black Friday and December 31, the findings show a clear mandate for app makers:
High-velocity holiday transactions are ideal for synthetic identity fraud and account takeovers.
Attackers are using AI to scale and automate mobile scams at unprecedented speed.
Consumer trust can shift instantly to apps that demonstrate visible protection.
According to the survey, mobile users are significantly more likely to recommend, review, and promote brands that visibly protect them especially during the holidays:
27.6% would leave positive reviews for apps that protect them.
24.7% would promote secure apps on social media.
