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The Fraud Practice and CardinalCommerce Release Results from the 2nd Consumer Authentication Survey

Sarasota, FL, March 18, 2015 / The Fraud Practice LLC

The Use of Consumer Authentication in eCommerce white paper from The Fraud Practice and CardinalCommerce details the results and key findings from the second annual Consumer Authentication Survey highlighting trends and changes in the use and perception of these programs in just one year’s time. The Consumer Authentication survey and report white paper is now available for download. The Fraud Practice and CardinalCommerce will discuss the key findings from the survey at the MRC in Las Vegas and hold a webinar in April.

Now in its second year, the Consumer Authentication Survey once again collected industry perspectives regarding the market sentiment, use and implementation of Consumer Authentication programs such as Verified by Visa and MasterCard SecureCode. After setting the baseline with the inaugural Consumer Authentication Survey, the second annual edition provides insight on who is using Consumer Authentication today, how they are using it, what the industry thinks of this technique and why, as well as what has changed in the past year.

In many ways results from this year’s survey showed progress around merchant use and support of Consumer Authentication programs. There was a surge in merchants that have implemented these programs in the past one or two years and many more with plans to add Consumer Authentication at some time in 2015. Additionally, the share of merchants using Consumer Authentication that have implemented it with selective presentment increased to 70 percent from 60 percent last year. Presenting authentication on a subset of transactions rather than all of them, known as selective presentment, was correlated with higher satisfaction and better results with Consumer Authentication overall. The increased use of selective presentment among merchants that have implemented Consumer Authentication underscores a better understanding of these services and how they can be best applied.

Even among organizations that are not using Consumer Authentication currently there were signs of increased market education and awareness. Whereas only 38 percent of merchants not using Consumer Authentication were aware of selective presentment at the time of the inaugural Consumer Authentication Survey, 60 percent are now aware of this today. Greater awareness around implementation methods and strategies such as selective presentment may have contributed to more organizations implementing Consumer Authentication programs recently. More than 75 percent of merchants who implemented Consumer Authentication within the last two years use selective presentment compared to about half of merchants that implemented Consumer Authentication at least five years ago.

This year’s survey also found that 42 percent of merchants who are not using Consumer Authentication today believe it is likely they will implement it during 2015. While increased education and awareness around Consumer Authentication benefits and implementation options is likely an influencing factor, so too is the pending EMV rollout in the United States. As EMV cards phase out less secure magnetic-stripe payment cards and reduce counterfeit card fraud at the physical point-of-sale, it is widely expected that more fraud attempts will target the online channel. Merchants operating in the eCommerce channel should be preparing for increased fraud activity and consider supplementing their risk management strategies with more tools, techniques and risk signals.

With these considerations in mind, the 2nd annual Consumer Authentication Survey from The Fraud Practice and CardinalCommerce is a great industry resource for merchants as well as payment and risk organizations. Whether or not Consumer Authentication programs are used or supported by an organization today, the experience and information shared by others in the industry can provide useful context and insights including the benefits and impacts of Consumer Authentication. This can help organizations that don’t support these programs better assess and consider implementation, and help those that are already using Consumer Authentication with findings and statistics that can be used for comparison and validation.

These and many more findings from the survey results are discussed in the Use of Consumer Authentication in eCommerce, Annual Survey 2015 white paper. The Fraud Practice and CardinalCommerce will additionally be presenting key trends and findings at the Merchant Risk Council's MRC Vegas 2015 event on March 25th and hold a free webinar in April.

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