The Evolution of Consumer Identity: 10 Predictions for 2015, Part 3

Radhika Sivadi

2 min read ·

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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.

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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.

Last week, we shared our fourth and fifth predictions for 2015. Now, let’s take a look at the next two predictions on our list.

Prediction #6: Yahoo’s Presence as an IdP Will Disappear

It’s hard to believe that Yahoo’s quarterly share of social logins has fallen from a notable 18% to a dismal 6% in just one year.

Not to mention, the network’s once 21% share of logins across North America has dropped 15 percentage points since Q3 2013. Once an identity provider of note, Yahoo will continue to face a steady decline as networks like Facebook and Google+ edge the company out of the IdP game.

Despite its attempt to own consumer identity on its “home base” by barring Facebook and Google+ login across major Yahoo properties, Yahoo will have to find a way to increase the value of users’ Yahoo identities to continue to rank as a third-party IdP – a move that the network is unlikely to make.

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Prediction #7: Customer Identity Will Become Integral to the Success of Marketing

According to a recent Experian survey, only 24% of businesses claim to have a single view of their customers across channels.

As consumers create an increasing volume of data across a growing breadth of touchpoints and devices, a clear understanding of identity will become imperative to building meaningful customer journeys and relationships.

Consumer-facing businesses will need to reconstruct the way they collect and manage customer identities, and marketing and IT will have to work together to put a comprehensive external identity management strategy in place.

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This article was syndicated from Business 2 Community: The Evolution of Consumer Identity: 10 Predictions for 2015, Part 3

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Radhika Sivadi