Overview
Even as identify fraud reaches new highs in the US, the identity protection market is facing new struggles in satisfying users. Between 2015 and 2017, the IDPS industry shrank by $500 million in revenue, to total $3.7 billion in 2017. This points to the need for IDPS providers to reevaluate how they serve their subscribers. Successfully building a long-term relationship with subscribers requires establishing awareness of the product and the ways it can meet subscribers' needs, providing a robust set of capabilities that subscribers can make use of on a regular basis, and frequently engaging with subscribers.

Key questions discussed in this report:
  • How has the identity protection service market changed since 2015?
  • What factors are driving satisfaction with IDPS subscriptions?
  • How can IDPS providers build long-term relationships with their customers?
  • What are the main factors driving subscriber attrition?



Methodology
Consumer data in this report is based on information gathered in several Javelin surveys administered in 2015, 2016, and 2017. Data was gathered and weighted to reflect a representative sample of the adult U.S. population:
  • A random-sample panel of 2,129 respondents in a December 2017 online survey. The margin of sampling error is ±2.12% at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
  • A random-sample panel of 5,000 respondents in an October/November 2017 online survey. The margin of sampling error is ±1.39% at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
  • A random-sample panel of 5,028 respondents in a November 2016 online survey. The margin of sampling error is ±1.40% at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
  • A random-sample panel of 3,100 respondents in a August/September 2015 online survey. The margin of sampling error is ±1.76% at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.

In 2017, Javelin calculated the total amount of consumer expenditures on identity protection subscriptions, the number of subscriptions, and the number of consumers who own a subscription to various  identity protection services. All metrics are derived from data provided by consumers regarding unique subscriptions. Survey respondents were able to list up to five identity protection service subscriptions that had been active for some portion of 2017. Thus, if a consumer owned multiple subscriptions, the characteristics of each subscription were captured within the survey. These characteristics included: the features offered, the amount paid per month, the channel through which the subscription was obtained, the company providing the subscription for subscriptions obtained directly from a provider, the customer's level of satisfaction with the subscription, and the month in which the subscription was purchased or discontinued.