TL;DR: BNZ’s Scam Savvy Survey (1,263 Kiwis, mid-2024) found 87% were targeted by scams in the past year, 1 in 8 fell victim and 7% lost money. 70% now report scams, up from 46% in 2022. Government impersonation hit 52% of respondents. Website scams more than doubled to 22% of victims. The 2025 survey found the share targeted dipped to 84%, social media overtook email as the main scam channel, and most Kiwis now worry about AI-generated scams. BNZ says it will never ask for your PIN, password, account number or authentication codes.
The numbers
From BNZ’s release (October 2024):
| Finding | Result |
|---|---|
| Targeted in past 12 months | 87% (88% in 2023) |
| Fell victim | 1 in 8 |
| Lost money | 7% |
| Reported scams | 70% (62% in 2023; 46% in 2022) |
| Government impersonation experienced | 52% (45% in 2023) |
| Email as the channel used on victims | 34% |
| Website scams (share of victims) | 22% (9% in 2023) |
| Social media scams | 22% of respondents |
Survey of 1,263 New Zealanders, 30 July to 16 August 2024, weighted to be nationally representative.
Three years of BNZ data
| 2023 | 2024 | 2025 | |
|---|---|---|---|
| Targeted in past 12 months | 88% | 87% | 84% |
| Main scam channel | Email (40%) | Email (34% of victims) | Social media (26%), ahead of email (22%) |
| Reported scams | 64% | 70% | Not reported |
Sources: BNZ 2023, BNZ 2024 (above) and BNZ’s November 2025 survey of 1,070 New Zealanders, surveyed in September 2025.
2025: the AI worry
The 2025 survey asked about artificial intelligence for the first time:
- 64% worry about AI-generated phishing;
- 58% worry about deepfakes;
- 53% worry about AI voice cloning.
People are changing behaviour in response: 62% are more cautious checking messages and links, 55% limit what they share online, 50% fact-check news, and 7% have set up a family safe word for emergencies. BNZ’s head of fraud operations, Margaret Miller: "AI is making scams more sophisticated and harder to spot," and "Scammers are more successful when people are rushing."
A family safe word costs nothing and beats a cloned voice every time. If "your son" calls from a strange number needing money, ask for the word.
Where money is hardest to recover
BNZ’s 2023 survey found 56% of social media scam victims and 22% of fake website victims couldn’t get their money back. With social media now the top channel, that’s worth remembering before paying a seller you met on Facebook or Instagram.
What it tells us
- Nearly everyone is targeted. If you haven’t had a scam text this month, check your phone’s working.
- Reporting is way up, from under half to 70% in two years. That’s a real win: reports power blocking and takedowns.
- Government impersonation is the top disguise, think IRD, NZTA, Ministry of Justice.
- Fake websites are surging, often reached through ads.
BNZ’s Ashley Kai Fong: "every report makes it harder for scammers to operate."
What BNZ will never ask for
- Your PIN or password
- Your account number
- To share authentication codes
BNZ’s advice
- If you suspect a scam, call your bank immediately. Speed limits losses.
- Don’t click links or attachments from unknown senders, or from known ones if the message seems off.
- Keep security software updated.
Where to go next
- The most common disguises: IRD, NZTA, Ministry of Justice.
- Latest numbers: NZ scam statistics 2026.
- Report: how to report a scam in NZ.
A free exposure check shows if your email is in breach data.
Frequently Asked Questions
How many New Zealanders are targeted by scams?
BNZ’s survey found 87% were targeted in the past 12 months.
How many Kiwis lost money to scams?
7% of respondents lost money, and 1 in 8 fell victim.
Are more people reporting scams in NZ?
Yes. Reporting rose to 70%, from 62% in 2023 and 46% in 2022.
What did BNZ’s 2025 scam survey find?
84% of Kiwis were targeted in the past year, social media overtook email as the top scam channel, and 64% worry about AI-generated phishing.
What will BNZ never ask for?
Your PIN, password, account number, or to share authentication codes.
Sources
- BNZ: Scammers undeterred, 9 in 10 NZers targeted but reporting surges (Oct 2024)
- Scoop: AI scam fears drive shift in New Zealanders' online behaviour (BNZ, Nov 2025)
- BNZ: Nine out of ten targeted by scams (Aug 2023)