As Filipino consumers gear up for the busiest mobile shopping season of the year, new research from Appdome’s fifth annual Consumer Expectations of Mobile App Security Report shows that identity theft, synthetic fraud, and AI-driven scams are top reasons users abandon mobile apps during Black Friday and the holidays. Industry data from NordLayer, SEON, and Kaspersky indicates fraud attempts can spike anywhere from 22% to more than four times during Cyber Week alone.

Appdome’s survey found that 43% of Filipinos fear identity fraud most when shopping on mobile, while nearly three-quarters report deleting or abandoning apps due to security concerns. About a third have experienced social engineering scams personally or through someone they know. With deep discounts, high-speed transactions, and mobile payments converging, shoppers are entering a season they see as ripe for fraud.

AI is reshaping the landscape. While 67% of Filipinos view AI as an opportunity, almost a third see it as a threat to app safety. Most consumers expect apps to block AI-powered attacks such as bots, deepfakes, impersonation, and account takeovers, but only 60% feel confident that apps can actually stop these threats. This trust gap puts pressure on banking, retail, fintech, travel, and delivery apps to show visible protection during peak shopping.

Consumers are clear about priorities: 87% want fraud prevention before it happens, and nearly half say the app maker—not the device, OS, or carrier—is responsible for stopping fraud. Privacy remains essential, with 70% rating it very important, and 15% refusing to use apps without clear safeguards. Mobile users are also more likely to recommend, review, and promote apps that visibly protect them, especially during high-volume holiday transactions.

“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,” said Jamie Bertasi, Chief Customer Officer at Appdome.

For the full report, visit Appdome Mobile Consumer Cybersecurity Survey.