Forget Me Not: The Future of Passwords

Privacy in the digital age has been a hot-button topic for some time now, and as we touched upon in last week’s look at the Rise of Paranoia Apps, fear and paranoia seems to have reached a fever pitch through technology. The recent NSA scandal has Millennials, along with all consumers, reflecting on digital privacy and protection. The generation known for sharing everything cares more about privacy than previously assumed. They may not be able to stop government eavesdropping, but we already know that many Millennials are incredibly savvy about protecting their privacy online from parents, teachers and employers. As concerns about privacy grow, we can expect that they will develop and find more intense ways to keep outsiders out of their digital content. We can also expect that privacy concerns will increasingly be focused on their mobile devices, as they rely on them more, and as a rising amount of their personal data is stored on smartphones and tablets. Not surprisingly, in this culture of fear and digital protection obsession, we have noticed a fascination with new and futuristic-sounding concepts for password protection. It could be that very soon finger swipes and four digit pass-codes will be considered antiquated ways of protecting the wealth of data in your phone. In fact, passwords are so troubling to consumers (too many to remember, annoying rules to keep track of) that the future of passwords may be not having passwords at all. Here are a few of the ways password/authentication technology could be amped up in the near future.
 

1. Expression Unlock: Google’s facial recognition technology Face Unlock was initially praised and then criticized upon release for its ability to be too easily hacked with a photo of the person. But advances in the technology are already on the…

 
 
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Millennial News Feed

Quote of the Day: “I'm trying to save roughly $5,000 to buy a vehicle. It will take me another 6 months or so.” –Male, 16, NC

The year started with a report that teens are leaving Facebook, and it’s ending the same way. A report this week showed that 88% of 13-17-year-olds were using the network in 2014, a drop from 94% in 2013. We’ve looked at the reasons that teens just aren’t as interested in Facebook before, and Ypulse’s latest social media tracker survey actually showed that currently only 63% of 13-17-year-olds say they use Facebook. (Mashable)

Millennial tastes are shaping the future of fast food, and majorly impacting longstanding brands. But what chains are keeping them happy now? YouGov BrandIndex ranked the restaurant chains that 18-33-year-olds would consider going to again to gauge their current brand loyalty. Gourmet sandwich chain Jimmy John’s topped the list, with 83% saying they would return. Chipotle, Chick-fil-A, Whataburger, and Subway made up the rest of the top five, in that order. (Business Insider)

Video sharing competition is heating up. Former Hulu CEO Jason Kilar has launched Vessel, his new subscription video service, which has been predicted to be a YouTube competitor. To entice creators to post content, they’re being offered $50 for every thousand views in the first three days they are posted, ifthey are only posted on Vessel. After a “72-hour exclusive window” the content can be shared on other sites. Currently Vessel is only open to creators, and a consumer launch “is pending.” (StreamDaily)

Kids are often shielded from adult content, usually because it is deemed too violent. But in reality, their bright cartoons might feature more carnage than grown-up fare. A recent study looked at the biggest children’s and adult movie hits in the same year and found that “two thirds of the 45 highest grossing children’s animated films feature an onscreen death of a major character” compared to half of the top “non-kid” films. “Death and destruction” are just a regular part of your average animated classic. (NYMag)

‘Tis the season for gift swaps, including the sinister favorite White Elephant—also known as Yankee Swap and Nasty Christmas. Old Navy is featuring the game in their holiday Vine campaign. Each day a video reveals gifts, from a high-end trip to a pogo stick, that will be given out, and every person who re-Vines or likes the clips is entered to win. The brand has also tapped 12 popular Viners to create their own clips in which they steal a previously opened gift or stay with the gift of the day. (Old Navy)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold tier subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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