Life’s biggest moments, scammers’ biggest opportunities: Kiwis most at risk when making big purchases, job hunting and moving house

Auckland, 30 June 2026 — Scammers are targeting Kiwis during key life moments, including major purchases, job hunting and while moving to a new address, according to new research from TrendLife, the consumer business unit of Trend Micro Incorporated (TYO: 4704; TSE: 4704).

The global Digital Life and AI Experiences study unpacked insights from more than 10,000 consumers across nine markets, including over 500 Kiwis. It found that close to one in four Kiwis have been scammed, or known someone close to them who was, while making a major purchase or investment such as a car or property (24%). This was followed by job interview processes (19%), moving to a new address or location (17%), applying for government benefits or income tax support (17%), beginning a new job or contract position (17%) and dealing with the death of a loved one’s will or estate (16%).

Many Kiwis are navigating these moments online, often under pressure and with limited familiarity, with two in five (40%) using AI tools to support major life events and more than half (55%) sharing personal information as part of these processes. While older consumers are often perceived as most vulnerable to digital risks, the research found that those aged between 35 and 44 experienced scams during significant purchases or investments at higher rates than other age groups, with close to one in four (23%) having been scammed, well above the national average (14%).

“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 & 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.”

“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,” said Owens.

Risky online habits cut across age groups

Despite growing awareness of online scams, the reseach shows Kiwis of all age groups are overlooking important security steps when sharing personal information during key life moments.  For instance, just one-third (33%) of 18-24 year olds  enable two-factor or multi-step authentication, compared to 47% overall. Meanwhile, those aged 25 to 34 are least likely to check the website URL carefully (30% vs 36% overall), or contact or research the organisation to verify it is legitimate before sharing information (17% vs 22% overall).

Cybersecurity habits also remain inconsistent across older generations. Kiwis  aged 55–64 are the least likely to enable or update privacy or security settings on the website or email service (18% vs% 25% overall) and monitor bank or online accounts for suspicious activity (27% vs 37% overall). Meanwhile, those aged 45-54 are least likely to use up-to-date security software (32% vs 41% overall), and avoid public Wi-Fi networks (32% vs 43% overall). 

More broadly, 30% of Kiwis do not use security or antivirus software on their personal computer, while 62% do not use protection on their personal mobile device.

Confidence and awareness not keeping pace with evolving threats

As AI tools become more widely used, many New Zealanders remain uncertain about how to identify emerging digital threats and protect their personal information. 

When it comes to spotting AI-generated scams and deepfakes, 24% say they are not confident they could identify an AI-generated scam, while 20% are very or extremely confident.

Awareness of AI-related privacy risks is similarly uneven, with 34% either unaware of the risks of sharing personal information with AI tools or unsure of the specifics.

Concern, however, is high:

• 42% are very or extremely concerned about the safety of information shared with AI tools, higher than the global average of 38%, and rising to 58% among over-65s.
• More than half (51%) are very or extremely concerned someone could misuse information shared with AI tools, also higher than the global average of 44%.
• Despite this, only 42% decline allowing their information to be used to train AI models.

“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,” said Owens.

Learn more about the findings in TrendLife’s Digital Life and AI Experiences study.

Methodology

The research was conducted by TrendLife between March 25–April 3, 2026, among 10,350 consumers aged 18+ in Australia, Canada, Ireland, Japan, New Zealand, Singapore, Taiwan, the United Kingdom, and the United States, including 514 in New Zealand. Data has been weighted to be nationally representative of each country by age, gender, and household income.