The Evolution of Consumer Identity: 10 Predictions for 2015

Growth in consumer demands for personalization, omni-channel experiences and data transparency caused leading brands to reevaluate the way they collect, store and apply customer identity data in 2014.

As 2015 draws near, we’ve taken stock of growing trends, examined industry forecasts and consulted our crystal ball to compile a list of ten consumer identity-related predictions poised to impact businesses over the course of the next year.

Let’s take a look at the first 3 predictions on our list.

Prediction #1: Apple Will Become an Identity Provider

While the introduction of Apple Pay in 2014 marked Apple’s first real foray into identity, 2015 will be the year that Tim Cook and crew stake their claim as a true third-party consumer identity provider (IdP).

With more than 200 million credit cards on file, deep relationships with financial institutions, knowledge of users’ on-device browsing behaviors, and insight into app downloads and usage, Apple has the ability to provide its millions of customers with unprecedented relevance and convenience as they move across the web.

By making Apple ID usable outside of the brand’s own products and services, Apple has the potential to majorly disrupt the identity landscape and position Apple ID as the new standard for consumer identity in 2015.

Prediction #2: Payment Providers Will Become Mainstream IdPs on Mobile Devices

According to The Goldman Sachs Group, worldwide mobile commerce sales will account for nearly half of total web sales by 2018.

With more than 60% of consumers likely to choose social over traditional registration when using mobile devices, expect to see a spike in share of social logins for payment providers like PayPal, Amazon and Google.

On top of making it fast and easy for consumers to authenticate at site entry, these payment providers reduce barrier to checkout by pre-populating purchase fields with shoppers’ existing payment details, simplifying the mobile checkout process to just a few taps.

Prediction #3: Regional Regulations About Consumer Data Will Increase

As countries across the globe become increasingly protective of their citizens’ data, countries from Germany to Brazil are considering laws around international data storage and the use of local data centers.

With consumer identity quickly becoming integral to how businesses “know the customer,” regional identity data regulation will continue to tighten over the course of 2015. As Russia rolls out its local storage mandate, countries across the world are sure to follow suit, forcing multi-national corporations to re-think how they store and use international customer data.

Tune in next week for more predictions, or click here to download all ten of our 2015 identity predictions.

By Rachel Serpa