2018 Identity Protection Service Market Report: Building Engagement to Deepen Customer Relationships

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.

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:

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.