New Zealanders hit by scams during big life events

TrendLife research suggests New Zealanders are most likely to encounter scams during major purchases, job searches and house moves. It also found people aged 35 to 44 reported some of the highest exposure levels.

Trend Micro's consumer division surveyed more than 10,000 people across nine markets, including 514 in New Zealand, to examine scam risks around major life events and the use of artificial intelligence tools during those moments.

Among New Zealand respondents, 24% said they had been scammed or knew someone close to them who had been scammed while making a major purchase or investment, such as a car or property. That was followed by scam experiences linked to job interviews at 19%; moving to a new address, applying for government benefits or income tax support, and starting a new job or contract role, all at 17%; and handling a loved one's will or estate at 16%.

The findings point to periods of heightened pressure and unfamiliarity as common settings for fraud attempts. Many of these events now play out online, where consumers often share personal information with people or organisations they do not know well.

Two in five New Zealanders said they use AI tools to support major life events, while 55% said they share personal information as part of those processes. At the same time, 51% said they were very or extremely concerned that information shared with AI tools could be misused, yet only 42% said they decline permission for their information to be used to train AI models.

The research also challenged assumptions about which age groups face the greatest risk. New Zealanders aged 35 to 44 reported scam exposure during significant purchases and investments at a higher rate than others, with 23% saying they had personally been scammed, compared with a national average of 14%.

That contrasts with the common perception that older consumers are most vulnerable to online fraud. Instead, the survey suggests middle-aged consumers may face heavy exposure during high-value transactions and major personal decisions.

"Major life moments like job interviews or buying a house often involve big decisions and unfamiliar parties," said Lynette Owens, vice president of consumer education and marketing at TrendLife.

"That's exactly what scammers exploit. These attacks feel more convincing because they're tied to real events in people's lives, when they are already sharing sensitive information."

Security gaps

The study found weak security habits across all age groups, though the gaps varied. Among 18- to 24-year-olds, only 33% said they enable two-factor or multi-step authentication, compared with 47% overall.

Respondents aged 25 to 34 were the least likely to check a website address carefully, at 30% versus an overall average of 36%. Only 17% in that group said they contact or research an organisation to verify it is legitimate before sharing information, compared with 22% overall.

Older groups showed other vulnerabilities. People aged 55 to 64 were the least likely to enable or update privacy or security settings on websites or email services, at 18% versus 25% overall, and the least likely to monitor bank or online accounts for suspicious activity, at 27% versus 37% overall.

Those aged 45 to 54 were the least likely to use up-to-date security software, at 32% versus 41% overall, and the least likely to avoid public Wi-Fi networks, at 32% versus 43% overall.

Across the full New Zealand sample, 30% said they do not use security or antivirus software on their personal computer, while 62% said they do not use protection on their personal mobile device.

AI concerns

Confidence in spotting AI-related threats was mixed. Nearly a quarter of respondents, or 24%, said they were not confident they could identify an AI-generated scam, while 20% said they were very or extremely confident.

Awareness of privacy risks linked to AI tools also appeared uneven. Some 34% said they were either unaware of the risks of sharing personal information with AI tools or unsure of the details.

Concern about data handling was relatively high. TrendLife found 42% of New Zealanders were very or extremely concerned about the safety of information shared with AI tools, above the global average of 38%, while 58% of those aged over 65 expressed that level of concern.

Owens said digital literacy would become more important as more major life events move online.

"As more of these life moments move online, digital literacy becomes critical. New Zealanders need to know how to verify who they are dealing with, be wary of messages designed to create urgency, and slow down before acting."

She said consumers should also think carefully about the information they give to AI services.

"AI is quickly becoming part of how New Zealanders make decisions and manage important life moments, but it isn't risk-free. People need to be careful about the personal information they share with AI tools, particularly when it relates to finances or their identity. AI can be incredibly useful, but they should consider where their information is going and when to seek a trusted source before acting on AI-generated advice."