Cybersecurity Emerges as Top Factor in U.S. Consumer Choice of Digital Providers — F-Secure Oyj

Event summary

64% of Americans would switch mobile and broadband providers for better cybersecurity, per F-Secure's 2026 Scam Intelligence & Impacts Report.
93% of consumers consider cybersecurity important when choosing a provider, with 82% saying it influences their decision.
57% of scam victims lost money in the past year, up from 17% in 2025, highlighting rising financial risks.
48% of consumers would pay for scam protection, indicating strong demand for enhanced security services.

The big picture

F-Secure's report underscores a pivotal shift in the telecommunications and broadband sectors, where cybersecurity is no longer a secondary concern but a primary differentiator. As scams become more frequent and costly—with 57% of victims losing money—the market is increasingly valuing trust as a core competitive advantage. This trend aligns with broader industry movements toward AI-driven security solutions and heightened consumer awareness of digital risks.

What we're watching

Provider Differentiation: How telecom and broadband providers will integrate cybersecurity into their value propositions to retain and attract customers.
Pricing Dynamics: Whether consumers' willingness to pay for scam protection (48%) translates into sustainable revenue streams for security-focused providers.
Regulatory Influence: The pace at which governments may mandate baseline cybersecurity standards for digital service providers, given rising consumer expectations.