One in three New Zealanders are falling for online scams, and many are likely to keep it quiet out of shame

Data from cybersecurity company - Trend Micro - reveals more than 30 percent of victims fell for a marketplace con or fake retail website.

While 5 percent of survey respondents say scammers targeted them through a dating website.

Director of Consumer Education Ashley Millar says the exact figures could be underreported due to embarassment.

He says a lot of people don't want to talk about being swindled, or inform authorities.