Gigya’s recently published white paper, “The 2015 State of Consumer Privacy & Personalization“, reveals an increasing acceptance of innovative authentication methods by consumers in the US and UK, specifically biometric methods like fingerprint and signature authentication to make payments. The study calls this the evolution of a new digital identity: Identity 3.0.
As seen in the image below, consumers seem to prefer logging in through a social network due to the ease of use.
At the same time, most US and UK consumers also expressed concerns about the privacy of their data and how it is used by companies and brands.
This page was last updated on July 16, 2015.