Will AI Save Consumers From Smartphone-Based Phishing Attacks?

MOBILE SECURITY DATA PRIVACY VULNERABILITIES & THREATS COMMENTARY Enterprise cybersecurity technology research that connects the dots. Will AI Save Consumers From Smartphone-Based Phishing Attacks? Sophisticated phishing attacks are bypassing on-device protections with troubling frequency, making it more critical than ever for users to protect themselves from potential threats, new research from Omdia shows. Hollie Hennessy,Aaron West March 13, 2026 5 Min Read SOURCE: MARIA DRYFHOUT VIA ALAMY STOCK PHOTO COMMENTARY Phishing attacks continue to dominate as the most prevalent smartphone security issue, according to the latest findings from the Omdia 2025 Omdia Mobile Device Security Consumer Survey.  The report highlights that 27% of consumers experienced phishing scams, making it the most common type of incident, followed closely by malware or viruses, at 26%. Despite best efforts, Omdia's testing reveals sophisticated phishing attacks bypass most on-device protection — making it even more prevalent that users stay vigilant.  The report reveals significant geographic differences in phishing attack rates, with English-speaking countries reporting the highest incidence. The United States leads, with 40% of respondents experiencing phishing attacks, followed by the United Kingdom (36%), Ireland (35%), Canada (32%), and Australia (30%). Singapore, where English is one of the official languages, also reported a high rate of 26%. This trend suggests that phishing scams are often designed in English, targeting native speakers first, due to the language's global prevalence. Related:Supply Chain Attack Embeds Malware in Android Devices AI Remains a Divisive Factor in Smartphone Security The emerging cybersecurity technology in the smartphone space (and cybersecurity more broadly) is AI-driven. According to Omdia's framework for AI and cybersecurity, this falls under Omdia's categorization of "Cybersecurity with AI" and "Cybersecurity by AI," with generative AI (GenAI) falling into the first category and agentic AI into the second.      On mobile devices, as the leading manufacturer of security features, Google has launched on-device scam protection using natural language checks, allowing for scam messages and even voice calls to be detected in real-time. Despite Omdia's testing revealing that the most sophisticated and novel scam messages still managed to fall through the cracks, AI-based security technology remains valuable in this space — and is expected only to improve with time. This will be vital, as attacks will also in turn only get more sophisticated with improved AI — resulting in the need for "Cybersecurity against AI." AI allows bad actors to craft scam campaigns more quickly than ever before, with new tools under their belts, such as deepfakes being used to trick users even more convincingly into giving away personal and financial data.  Scam Detection in Messages is available in 27 countries at this point in time, in English, Spanish, Portuguese, German, French, and Arabic. Scam Detection for Phone by Google is still Pixel exclusive, and expanding to multicountry support. The feature can be enabled in the Google Phone app — of course, being the user's decision to have the feature running in the background of their calls. Related:Predator Spyware Sample Indicates 'Vendor-Controlled' C2 However, consumer attitudes toward AI features in smartphones overall is not positive, with Omdia's survey data showing it consistently ranked the least important consideration when deciding which smartphone to purchase. It had the lowest number of people rating it critical or important (16% and 31%, respectively) in the survey, and the largest number rating it as not important to their purchase at all (11%).   AI attitudes vary by region, with markets like France and the US being the most skeptical and rating AI features as "not important" more than in other regions (20% and 18%, respectively). Conversely, countries like India (1%) and Spain (7%) show less skepticism around AI features and greater enthusiasm, with 25% of Indian respondents rating AI as critical to their purchase decision. One positive outcome of Omdia's research is the indication that regulatory changes have raised awareness and empowered consumers when it comes to device security. This year, we found security updates was the most important security feature on smartphones. Just last year, there were still devices with no published security update end date. However, this has since become a requirement of a number of security regulations (including the PSTI Act in the UK) and it seems consumers are now expecting this — and rightfully so.  Related:FBI Flags Quishing Attacks From North Korean APT Consumers also have high confidence in their smartphone's level of security, with 33% believing their smartphone is "very effective" at providing security updates.  However, the survey also sheds light on consumer behavior regarding smartphone software updates. Interestingly, while 38% of respondents update their devices immediately when new software is available, and 31% do so within a week, this is a decline of 9% compared to the previous year. Alarmingly, 14% take longer than a month, 6% wait six months, and 2% never update their devices. This delay in updating software can leave users vulnerable to emerging threats, as device makers often release updates to address crucial security vulnerabilities.   Omdia's survey suggests consumers may intentionally avoid updates due to concerns about performance decline, battery drain or bugs following updates. This behavior aligns with Omdia's other survey findings that show consumers prioritize ease of use over robust security features when purchasing smartphones.  The Omdia's 2025 Mobile Device Security Scorecard report ranks flagship devices from six major smartphone manufacturers based on their security features. Google's Pixel 10 Pro emerged as the industry leader, scoring the highest marks in most categories, including security updates, network security, and anti-malware protection. Samsung's Galaxy S25 followed closely, while Apple's iPhone 17 Pro Max showed room for improvement in areas like anti-scam and phishing protection. Despite advancements in device security, no smartphone tested scored full marks in anti-phishing protection. Custom phishing payloads from unknown senders remain undetected across all devices, highlighting the need for more sophisticated defenses. As phishing scams continue to be the leading security threat affecting smartphone users, the findings from the Omdia Mobile Device Security Consumer Survey 2025 emphasize the importance of proactive security measures. AI security might not be the answer to the most sophisticated and personal phishing attacks right now, but continued focus from smartphone manufacturers in developing on-device natural language and deepfake checks will be vital as these attackers start to use more AI to make phishing attacks more natural, personal, and convincing. Regulation has played an important role in pushing just how important software and security updates are to consumers. However, users must prioritize timely updates and remain vigilant against phishing attempts, while manufacturers and regulators must work together to enhance device security, build consumer trust, and address misconceptions around reduced performance and battery and bugs following updates. Read more about: Omdia About the Authors Hollie Hennessy Principal Analyst, IoT Cybersecurity, Omdia Hollie works as a Principal Analyst within the Omdia team, providing insight into the fascinating and fast-moving domain of IoT Cybersecurity. Hollie has a range of experience in research. She began her career in the legal sector, writing and researching for expert witness reports on the labour market. She then moved into product testing, with a consumer protection focus. In this role she was responsible for managing comparative tests of various tech products, as well as regular testing and investigative work into the security of these products. She has published various articles for Which?, the UK's largest consumer organisation and one of the largest subscription magazines, and Computing magazine. Aaron West Senior Analyst, Smartphones, Omdia Aaron West provides expertise and analysis of the smartphone market, joining Omdia in 2022. His areas of reporting include the active smartphone installed base, eSIM development, mmWave 5G, sustainability, and the foldable smartphone market. Aaron has a range of research and publishing experience. He graduated with a degree in theoretical physics before moving into consumer product testing, with a focus on sustainability and the environment. In this role, he was responsible for research project management, including comparative testing of technology products and consumer surveys. He also reported on the energy efficiency and longevity of home appliances, as well as the product lifecycle and obsolescence of smartphones. 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