Driven by the behaviors and preferences of millennials, digital identities are growing rapid-fire. See how the largest cohort in history is driving a "digital first" evolution, and what role federated identity will play in this shift.

1. Digital Identity:
What's Driving the Shift and How to Navigate

2. An online or
networked identity adopted
or claimed in cyberspace by
an individual, organization or
electronic device.
Source: Techopedia
2
What is a digital identity?

3. Currently, digital identity is very fragmented.
This has created an “every man for himself” approach to
creating or confirming digital identities
3

4. Reasons for fragmentation:
4
•Instability of identities
•Lack of identity standards and commercial guidelines
Name Changes: Approx. 3M
changes in marital status and
50K applications for name
changes each year
Address Changes: Approx.
40M people move annually
and 40% never notify the
Post Office
SSN Error and Misuse: 20+%
of people have multiple SSNs
associated with their names

5. This presents a big challenge for consumers.
5
…and the problem will only continue to grow as Millennials drive greater
adoption of digital technologies, and change the face of digital identities.
23 4.0 Shopping accounts
3.2 Financial accounts
2.7 Email accounts
2.3 Entertainment accounts
2.3 Social network accounts
2.2 Communication accounts
The average number of
password protected
online accounts held by
U.S. adults, including:

6. The future of identity is being shaped by and for millennials.
6
Millennials (born between 1980 & mid-2000’s) represent 1/3 of the U.S. population
and are the most diverse, educated and tech savvy generation in history.
The U.S. Bureau
of Labor Statistics
estimates that
of the American
workforce will be
Millennials by 202050%
9 out of 10
own smartphones
Source: Nielsen
9 out of 10 use social networks
Source: Pew Research Center
…and 34% turn to their social
networks when making
purchase decisions
Source: Association of National Advertisers, Barkley, SMG, BCG
Over 90% have logged
into a website or
mobile app using an
existing identity from
a social network
Source: Gigya)

7. Millennials are very different than other customer groups.
7
81% of Millennials are less about
“friendly” service than “fast” service.
87% of Millennials are Facebook users.
29%
Online Uploads of Videos and Images
Source: Fromm & Garton, Marketing to Millennials (2013)
262%
more likely to
be influenced
by smartphone
apps.
Millennials
60%
Millennials Non-Millennials

8. The future of identity is being shaped by and for millennials.
8
As Millennials, smartphones and social networks collide, it’s creating an
increased demand for federated identity. Federated identity allows users to log
onto third-party websites, applications, mobile devices and gaming systems with
their existing identity.
It’s also referred to as “Bring Your Own Identity” (BYOID) or “Bring Your Own
Credential” (BYOC).
Account 1
Federated
Identity
Credential
Account 2
Account 3
Account 4
Account 5

9. Identity federation has many benefits.
USERS
• Better customer experience
• Less friction during
registration/onboarding
• Need to manage fewer accts
COMPANIES
• Ease of implementation
• User verification/enhanced proofing
• Access to identity attributes
• Reduced failed login attempts
• Reduced forgotten p/w requests
9
• Transferred, implied trust
• Increased user control
• Enhanced privacy

10. Social login is the most common form of federated identity today.
10
…but it’s not the only form of federated identity.
Facebook
Google+
Twitter
Yahoo
Other
LinkedIn
66%
20%
6%
4%
2%
2%
Source: Gigya, Q2 2015

11. Social login is actually low on the trust spectrum of identity
attributes and login proxies.
11
Expert/electronic ID
document authentication
Verified bank account
Dynamic knowledge
based authentication
Electronic copy of drivers license
Mobile number
Social login
Email address
LOW TRUST
Biometrics
Electronic copy of passport
HIGH TRUST

12. The future of identity will move beyond social logins.
12
Federation doesn’t stop with social logins. A wide variety of commercial and
government organizations can be identity providers.

13. Becoming an identity provider is about trust.
13
To participate in the world of federated identity, identify the companies with
whom you share common customers and can build a logical network or trust
relationship…a trust framework.
Account 1
Account 2
Account 3
Account 4
Account 5

14. For more information and best practices around
managing digital identities, visit our blog at
http://blogs.lexisnexis.com/identity-management/