Banking has 57% consumer trust, up from 44% in 2025

57% of consumers reported problems accessing a website in the past year.

Hospitality has 6% consumer trust

Entertainment has 7% consumer trust

68% of consumers say passkeys increase their trust in companies

76% of people use multi-factor authentication, up from 69%.

37% of consumers would use AI to identify phishing emails or scam messages.

53% of Americans use strong passwords.

37% of Americans say they have second-guessed a legitimate tax communication because they feared it was a scam.

Tax-themed scams typically make up about 1% or less of overall scam activity, but targeted campaigns can push scam emails to 6% and scam texts to 7% in a single day.

88% of people do not freely share personal information with AI tools like ChatGPT and Gemini.

67% of Americans never click links from unknown senders.

25% of people use a personal data removal service, up from 23%.

77% of Americans worry that AI is making tax scams more convincing.

58% of consumers report seeing a fake ad impersonating a well-known brand.

17% of adults aged 18–24 use anti-malware protection, versus 50% of adults aged 65 and older.

31% of Americans use anti-malware or antivirus software.

56% of adults aged 18–24 avoid unknown links, versus 81% of adults aged 65 and older.

Roughly 80% of adults under 35 say they feel confident they could detect a fake tax message, versus 66% of adults aged 65–74.

90% of Americans say they are taking steps to protect themselves this tax season.