One of the study's most interesting findings is the difference between perceived online risks and actual reported encounters with scammers.

In Armenia, 64% of respondents say they are concerned or very concerned about internet security — the highest proportion among the surveyed markets. Yet Armenia has the lowest reported exposure to online fraud.

Georgia presents a contrasting picture. Only 43% of respondents express strong concern about online safety, although 62% have encountered scammers.

These differences suggest that personal experiences with fraud are not the only factor shaping perceptions of digital safety.

For businesses, this distinction matters. Consumers in different markets may require different forms of reassurance, even when they face broadly similar digital threats.

Opening links from unknown contacts is a potentially risky behaviour, particularly when such links are used for phishing or fraudulent websites.

The DATACTION survey found notable differences between countries.

In Tajikistan, 13% of respondents say they often or always open links sent by unknown contacts. The corresponding figure is 12% in Armenia and Kyrgyzstan.

In Kyrgyzstan, a further 25% report doing so occasionally.

These results indicate that cybersecurity education should go beyond general messages about online safety and address specific everyday behaviours.

Clear warnings, simple verification procedures and accessible security information may help consumers make safer decisions online.

Not all digital environments are perceived as equally safe.

Across the surveyed markets, respondents generally express greater confidence in email than in social media when it comes to the security of their personal information.

In Uzbekistan, 64% consider email safe or very safe for their data, compared with 41% for social media.

A similar pattern appears in Armenia, where 59% express confidence in email security, compared with 35% for social media.

Perceptions of mobile applications and online shopping platforms also differ between markets.

For example, in Kyrgyzstan, 37% consider online stores safe or very safe, while 40% express similar confidence in mobile applications.

For digital businesses, these differences are particularly relevant. Consumer confidence in a brand may depend partly on the channels through which it communicates, collects information and processes transactions.

The research highlights three important considerations for companies operating in emerging markets.

Cybersecurity is part of the customer experience. With reported encounters with online scammers exceeding 50% in every surveyed market, fraud prevention and clear security communication can play an important role in building consumer trust.

Security strategies need local adaptation. Differences in perceived risks, protective behaviours and confidence in digital channels suggest that a single regional communication strategy may not be equally effective everywhere.

Consumer education can support trust. Explaining how personal data is protected, encouraging safer authentication practices and helping users recognise suspicious communications can complement technical security measures.

For banks, fintech companies, e-commerce platforms and other digital service providers, understanding these differences can inform product design, customer communications and market-entry strategies.

The DATACTION Cybersecurity Study reveals a complex relationship between online fraud, consumer confidence and personal data protection.

Moldova and Kazakhstan report particularly high exposure to online scammers. Uzbekistan leads in the proportion of respondents taking protective measures. Armenia demonstrates that strong concern about cybersecurity can coexist with comparatively lower reported exposure to fraud.

Across all eight markets, one finding remains consistent: consumers are navigating digital environments where security concerns and encounters with fraud are part of everyday life.

For businesses expanding across emerging markets, understanding these local differences is essential to building digital services that consumers can use with confidence.