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How Technology is Shaping the Future of Consumer Credit

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Consumer credit has been constantly evolving for more than 5,000 years, but the reality is that the most drastic changes to the industry came fairly recently.

Modern credit systems are now powered by sophisticated algorithmic credit scoring, the use of trended and alternative data, and innovative fintech applications. While these developments are all interesting in their own right, together they serve as a technological foundation for a much more profound shift in consumer credit in the coming years.

The Future of Consumer Credit

In today’s infographic from Equifax, we look at the cutting edge of consumer credit, including the new technologies and global trends that are shaping the future of how consumers around the world will access credit.

It’s the final piece of our three-part series covering the past, present, and future of credit.

Part 1: The History of Consumer CreditPart 2: Modern CreditPart 3: Future
How Technology is Shaping the Future of Consumer Credit
Part 1: The History of Consumer CreditPart 2: Modern CreditPart 3: Future

The biggest problem that creditors have always faced is well-documented. There is more to a borrower than just their credit score. Yet creditors do not always have a 360 degree view of a consumer’s creditworthiness in order to better assess their overall score.

Called “information asymmetry”, this gap has gotten smaller over the years thanks to advancements in technology and business practices. However, it still persists in particular situations, like when a college student has no credit history, or when a rural farmer in India wants to take out a loan to buy seeds for crops.

But thanks to growing amounts of data – as well as the technology to make use of that data – high levels of information asymmetry may soon be a thing of the past.

Forces Shaping Credit’s Future

Here are some of the major forces that will drive the future of consumer credit, addressing the information asymmetry problem and making a wide variety of credit products available to the public:

1. Growing Data
90% of the data in all of human history has been created in just the last two years.

2. Changing Regulatory Landscape
New international regulations are putting personal data back in the hands of consumers, who can control the personal data they authorize access to.

3. Game-changing Technologies
Machine learning, deep learning, and neural networks are giving companies a way to garner insights from data.

4. Focus on Identity
Authenticating the identity of consumers will become crucial as credit becomes increasingly digital. Blockchain and biometrics could play a role.

5. The Fintech Boom
The democratization of data and tech is allowing small and niche players to come in and offer new, innovative products to consumers.

The Credit Revolution

No one can predict the future, but the above forces are shaping the credit industry to be a very different experience for consumers and businesses. Here are how things could change.

More Data, New Models

Current credit scoring algorithms use logistical regressions to compute scores, but these really max out at using 30-50 variables. In addition, these models can’t “learn” new things like AI can.

However, with new technologies and an unprecedented explosion in data taking place, it means that this noise can be converted into insights that could help increase trust in the credit marketplace. New algorithms will be multivariate, and they will be able to mine, structure, weight, and use this treasure trove of data.

TechnologyDescription
Artificial intelligenceMachine learning can “learn” from massive data sets, and apply these lessons for better scoring.
BayesianModels can update probabilities as more information is available, helping to better predict creditworthiness.
APIsApplication programming interfaces (APIs) make it easier for developers to use technologies, data, and to build new applications.
Neural networksBrain-inspired AI systems designed to replicate the way that humans learn are used for deep learning. This enables the processing of raw, unstructured, and often abstract data for new insights.

Neural networks will be able to look at a billions of data points to find and make sense of extremely rare patterns. They will also be able to explain why a particular decision was made – and at a time where transparency is crucial, this will be key.

Data Will be in the Hands of Consumers

Today, much of consumers’ financial data – such as loan repayment histories – is held almost exclusively by banks and credit agencies.

However, tomorrow points to a very different paradigm: much of the data will be directly in the hands of consumers. In other words, consumers will be able to decide how their data gets used, and for what. In Europe, changes have already been made to transfer control of personal data to the consumer, such as the PSD2, GDPR, and Open Banking (U.K.) initiatives.

Experts see the trend towards open data growing globally, and eventually reaching the United States. Open data will allow consumers to:

  • Regain control of checking, mortgage, loan, and credit card data
  • Give up more information voluntarily to unlock better deals from creditors
  • Grant access to third parties (fintech, apps, etc.) to use this data in new applications and products
  • Gain access to better rates, new lending models, and more

Identity Will Be Just as Important

As transactions become more digital and remote, how lenders verify the identity of borrowers will be just as important as the lending data itself.

Why? Credit is based around trust – and fraud is the biggest risk for lenders.

But fraud an be prevented by new technologies that help detect anomalies and prove a borrower’s identity:

Blockchain
Distributed, tamper-resistant databases can help secure people’s identities from fraudulent activity

Biometrics
Fingerprints, facial recognition, and other biometric identification schemes could help secure identities as well

New Game, New Players

With the vast expansion in types and volume credit data, new technologies, and standardized data in the hands of consumers, there will be a new era of third-party companies and apps that can provide useful and relevant services for consumers.

Here are just some emerging fields in lending:

Emerging fieldsDescription
P2P LoansDoes a bank need to be an intermediary?
With peer-to-peer loans, you are matched to an appropriate lender/borrower.
MicrolendingLending doesn’t always need to be in big amounts, like for a mortgage or auto loan.
Alternative credit scoringPsychometric testing or the use of other data streams can be used to power this less traditional form of lending.
Niche servicesWith an open playing field, companies will fill every gap imaginable.

In the future, consumers may not have to even request credit – it may be automatically allocated to them based on behavior, age, assets, and needs.

Consumers will have more control, and more options than ever before.

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The World’s Top 50 Influencers Across Social Media Platforms

Which influencers have the most total social media followers? We tally up follower counts across all major platforms, from Twitter to TikTok.

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Most-followed social media influencers across Twitter, Instagram, Facebook, YouTube, TikTok, Twitch

Visualizing the World’s Top 50 Influencers

In the modern digital world, social media reach is power.

The people with the most followers on Twitter, for example, have a massive platform to spread their messages, while those with large, engaged followings on Instagram are an advertiser’s dream sponsor partner.

Social media can also be an equalizer of power. It’s true that many celebrities boast large followings across platforms, but social media has also enabled previously unknown personalities to turn YouTube or TikTok fame into veritable star power and influence.

Who has the biggest reach across the entire social media universe? Instead of looking at who has the most followers on Instagram, Twitter, or other networks, we ranked the most-followed personalities across all major platforms combined.

Who Has the Most Overall Followers on Social Media?

We parsed through hundreds of the most-followed accounts on multiple platforms to narrow down the top influencers across social media as of April 2021.

Sources include trackers of the most followers on Twitter, Instagram, Facebook, YouTube, Twitch, and TikTok, verified directly on site and with social media tracker Socialblade.

The results? A top 50 list of social media influencers consisting of athletes, musicians, politicians, and other personalities.

RankNameCategoryTotal FollowersBiggest Platform
#1Cristiano RonaldoSports517MInstagram
#2Justin BieberMusic455MInstagram
#3Ariana GrandeMusic429MInstagram
#4Selena GomezMusic425MInstagram
#5Taylor SwiftMusic361MInstagram
#6Dwayne JohnsonFilm & TV342MInstagram
#7Katy PerryMusic338MInstagram
#8Kylie JennerOther333MInstagram
#9RihannaMusic332MTwitter
#10Kim KardashianOther319MInstagram
#11Lionel MessiSports298MInstagram
#12NeymarSports283MInstagram
#13ShakiraMusic282MFacebook
#14Jennifer LopezMusic277MInstagram
#15BeyoncéMusic267MInstagram
#16Ellen DeGeneresFilm & TV260MInstagram
#17Miley CyrusMusic235MInstagram
#18Nicki MinajMusic232MInstagram
#19Barack ObamaPolitics221MTwitter
#20Will SmithFilm & TV217MFacebook
#21Kendall JennerOther212MInstagram
#22Demi LovatoMusic211MInstagram
#23Lady GagaMusic210MTwitter
#24Kevin HartFilm & TV201MInstagram
#25Virat KohliSports195MInstagram
#26EminemMusic194MFacebook
#27DrakeMusic192MInstagram
#28Khloé KardashianOther191MInstagram
#29Bruno MarsMusic191MFacebook
#30Chris BrownMusic187MInstagram
#31Vin DieselFilm & TV177MFacebook
#32Narendra ModiPolitics175MTwitter
#33Justin TimberlakeMusic175MTwitter
#34Billie EilishMusic171MInstagram
#35Charli D'AmelioOther169MTikTok
#36Kourtney KardashianOther165MInstagram
#37Cardi BMusic160MInstagram
#38LeBron JamesSports157MInstagram
#39AdeleMusic156MFacebook
#40Priyanka ChopraFilm & TV144MInstagram
#41Germán GarmendiaGaming143MYoutube
#42Wiz KhalifaMusic142MFacebook
#43Felix "PewDiePie" KjellbergGaming141MYoutube
#44Akshay KumarFilm & TV140MInstagram
#45Snoop DoggMusic138MInstagram
#46Deepika PadukoneFilm & TV138MInstagram
#47Britney SpearsMusic137MTwitter
#48Shawn MendesMusic136MInstagram
#49Whindersson Nunes BatistaOther135MInstagram
#50Salman KhanFilm & TV134MFacebook

Unsurprisingly, celebrities reign supreme on social media. As of April 2021, soccer superstar Cristiano Ronaldo was the most-followed person on social media with more than 500 million total followers.

But there are other illuminating highlights, such as the global reach of music. With large and diverse fanbases, artists account for half of the top 50 largest social media followings.

Also notable is the power of Instagram, which was the biggest platform for 67% of the top 50 social media influencers. This includes hard-to-categorize celebrities like the Kardashians and Jenners, which turned reality TV and social media fame into business and media empires.

Download the Generational Power Report (.pdf)

The Generational Power Index

The Most Followers on Twitter, TikTok, and YouTube

However, it’s not only celebrities that dominate social media.

Personalities that started on one social media platform and developed massive followings include TikTok’s most-followed star Charli D’Amelio and YouTubers Germán Garmendia, Felix “PewDiePie” Kjellberg, and Whindersson Nunes Batista.

Politicians were also prominent influencers. Former U.S. President Barack Obama has the most followers on Twitter, and India’s Prime Minister Narendra Modi has more than 175 million followers across social media.

Former U.S. President Donald Trump would have also made the list with more than 140 million followers across social media before being banned from multiple platforms on January 8, 2021.

A Generational Look at Social Media Influence

While older generations have had to adapt to social media platforms, younger generations have grown up alongside them. As a measure of cultural importance, this gives Gen X, Millennials, and Gen Z a rare leg-up on older generations.

Millennials, in particular, hold the lion’s share of spots in this top 50 list:

Generation# of Influencers in GenerationTop Influencer in Generation
Gen Z4Kylie Jenner
Millennial33Cristiano Ronaldo
Gen X10Dwayne (The Rock) Johnson
Baby Boomer3Ellen DeGeneres

The average age of the top 50 influencers was just over 37.

In our Generational Power Index (GPI), which measures the share of power generations hold in various categories, digital platforms were a key area where Millennials derived their power and influence. Overall, Baby Boomers—and to a lesser extent, Gen X—still run the show in most areas of society today.

Social Media Influence, Going Forward

As most fans and advertisers know, not all social media accounts and followings are homogenous.

Many influencers with relatively small followings have more consistent engagement, and are often able to demand high advertising fees as a result.

Conversely, most social media platforms are reckoning with a severe glut of fake accounts or bots that inflate follower counts, impacting everything from celebrities and politicians to personalities and businesses.

Regardless, social media has become a mainstay platform (or soapbox) for today’s cultural influencers. Billions of people turn to social media for news, engagement, recommendations, and entertainment, and new platforms are always on the rise.

Editor’s Note: An earlier version of the data used for this story incorrectly counted Facebook likes instead of followers for some personalities. The content has since been corrected and updated.”

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Which U.S. Generation Wields the Most Cultural Power?

Visual Capitalist’s first-ever Generational Power Index looks at which U.S. generation holds the most cultural influence in American society.

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cultural power GPI

Which U.S. Generation Wields the Most Cultural Power?

This year, our team put together Visual Capitalist’s inaugural Generational Power Index (GPI), which looks at power dynamics across generations in America.

We considered three categories in our quest to quantify power: economics, political, and cultural. And while it turns out Baby Boomers dominate when it comes to economics and political factors—cultural influence is a different story.

Here’s a look at which U.S. generation holds the most cultural power, and how this power dynamic is expected to shift in the coming years.

Generations and Power, Defined

Before we get started, it’s important to clarify which generations we’ve included in our research, along with their age and birth year ranges.

GenerationAge range (years)Birth year range
The Silent Generation76 and over1928-1945
Baby Boomers57-751946-1964
Gen X41-561965-1980
Millennials25-401981-1996
Gen Z9-241997-2012
Gen Alpha8 and below2013-present

Using these age groups as a framework, we then calculated the Cultural Power category using these distinct equally-weighted variables:

cultural power category breakdown

With this methodology in mind, here’s how the Cultural Power category shakes out, using insights from the GPI.

Share of Cultural Power by Generation

Overall, we found that Gen X captures the largest share of cultural power, at 36%.

GenerationCultural Power Share
The Silent Generation8.8%
Baby Boomers25.1%
Gen X36.0%
Millennials23.9%
Gen Z6.1%
Gen Alpha0.00%
Total99.9%

*Note: figures may not add up to 100% due to rounding.

Gen X is particularly dominant in the film and TV industry, along with news media. For instance, over half of America’s largest news corporations have a Gen Xer as their CEO, and roughly 50% of Oscar winners in 2020 were members of Gen X.

Baby Boomers come in second place, capturing a 25% share of cultural power. They show particular dominance in traditional entertainment like books and art. For example, 42% of the authors on the NYT’s best-selling books list were Baby Boomers.

However, these older generations fall short in one critical category—digital platforms.

The Dominance of Digital

Why is digital so important when it comes to cultural power? Because digital media becoming increasingly more popular than traditional media sources (e.g. TV, radio).

GPI Cultural Power By Generation Supplemental Time Spent on Media

In 2020, Americans spent nearly 8 hours per day consuming digital media, nearly two hours more per day than they spent with traditional media.

This divide is expected to grow even further over the next few years. With younger generations dominating the digital space, Gen X may soon lose its place as the top dog of the culture category.

Celebrity 2.0: The Social Influencer

As audiences flock to online channels, advertisers have followed suit—and they’re willing to spend good money to gain access to their target demographics.

In fact, spend on influencer marketing has steadily increased in the last five years, and it’s expected to reach $13.8 billion by the end of 2021.

GPI Cultural Power By Generation Supplemental Influencer Marketing Spend

This shift to social media advertising is redefining the notion of celebrity, and who reaps the financial benefits of content creation. For instance, six-year-old Vlogger Like Nastya made an estimated $7.7 million per month from her YouTube channel in 2020. And keep in mind, this estimate is purely based on YouTube revenue—it doesn’t even include corporate partnerships and/or merchandise sales.

With all these shifts occurring, culture as we know it is at a crossroads. And as we continue to move towards a digital dominant society, those who hold power in traditional realms will either adapt or pass along the torch.

Download the Generational Power Report (.pdf)

The Generational Power Index

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