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.
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.
|Artificial intelligence||Machine learning can “learn” from massive data sets, and apply these lessons for better scoring.|
|Bayesian||Models can update probabilities as more information is available, helping to better predict creditworthiness.|
|APIs||Application programming interfaces (APIs) make it easier for developers to use technologies, data, and to build new applications.|
|Neural networks||Brain-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:
Distributed, tamper-resistant databases can help secure people’s identities from fraudulent activity
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:
|P2P Loans||Does a bank need to be an intermediary?
With peer-to-peer loans, you are matched to an appropriate lender/borrower.
|Microlending||Lending doesn’t always need to be in big amounts, like for a mortgage or auto loan.|
|Alternative credit scoring||Psychometric testing or the use of other data streams can be used to power this less traditional form of lending.|
|Niche services||With 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.
Ranked: The Top 50 Most Visited Websites in the World
In this visualization, we rank the top 50 websites that receive the most internet traffic, from Google to CNN.
Ranked: The Top 50 Most Visited Websites in the World
Estimates vary, but there are upwards of two billion websites in existence in 2023.
If we were to rank all of these websites according to their traffic numbers, we would see a classic power law distribution. At the low end, the vast majority of these websites would be inactive, receiving little to no traffic. On the upper end of the ranking though, a handful of websites receive the lion’s share of internet traffic.
This visualization, using data from SimilarWeb, takes a look at the 50 websites that currently sit at the top of the ranking.
Which Websites Get the Most Traffic?
Topping the list of most-visited websites in the world is, of course, Google. With over 3.5 billion searches per day, Google has cemented its position as the go-to source for information on the internet. But Google’s dominance doesn’t stop there. The company also owns YouTube, the second-most popular website in the world. Together, Google and YouTube have more traffic than the next 48 websites combined.
The power of YouTube, in particular, is sometimes not fully understood. The video platform is the second largest search engine in the world after Google. As well, YouTube has the second highest duration-of-visit numbers in this top 50 ranking. (First place goes to the Chinese video sharing website, Bilibili.)
But Google and YouTube aren’t the only big players on the internet. Other websites in the top 50 ranking include social media giants Facebook, Instagram, and TikTok. In particular, TikTok has seen a surge in popularity in recent years and is now one of the most popular social media platforms in the world.
Here’s the full top 50 ranking table form:
|#1||google.com||85.1B||Search Engines||🇺🇸 U.S.|
|#2||youtube.com||33.0B||Streaming & Online TV||🇺🇸 U.S.|
|#3||facebook.com||17.8B||Social Media Networks||🇺🇸 U.S.|
|#4||twitter.com||6.8B||Social Media Networks||🇺🇸 U.S.|
|#5||instagram.com||6.1B||Social Media Networks||🇺🇸 U.S.|
|#6||baidu.com||5.0B||Search Engines||🇨🇳 China|
|#7||wikipedia.org||4.8B||Dictionaries & Encyclopedias||🇺🇸 U.S.|
|#8||yandex.ru||3.4B||Search Engines||🇷🇺 Russia|
|#9||yahoo.com||3.3B||News & Media Publishers||🇺🇸 U.S.|
|#10||whatsapp.com||2.9B||Social Media Networks||🇺🇸 U.S.|
|#16||yahoo.co.jp||2.1B||News & Media Publishers||🇯🇵 Japan|
|#17||netflix.com||2.0B||Streaming & Online TV||🇺🇸 U.S.|
|#18||tiktok.com||1.8B||Social Media Networks||🇨🇳 China|
|#20||reddit.com||1.7B||Social Media Networks||🇺🇸 U.S.|
|#21||office.com||1.6B||Prog. & Developer Software||🇺🇸 U.S.|
|#22||linkedin.com||1.6B||Social Media Networks||🇺🇸 U.S.|
|#23||dzen.ru||1.4B||Faith & Beliefs||🇷🇺 Russia|
|#24||samsung.com||1.4B||Consumer Electronics||🇰🇷 S. Korea|
|#25||vk.com||1.4B||Social Media Networks||🇷🇺 Russia|
|#27||turbopages.org||1.3B||News & Media Publishers||🇷🇺 Russia|
|#29||naver.com||1.2B||News & Media Publishers||🇰🇷 S. Korea|
|#30||bing.com||1.2B||Search Engines||🇺🇸 U.S.|
|#31||microsoftonline.com||1.1B||Prog. & Developer Software||🇺🇸 U.S.|
|#32||discord.com||1.1B||Social Media Networks||🇺🇸 U.S.|
|#33||twitch.tv||1.1B||Gaming & Accessories||🇺🇸 U.S.|
|#34||bilibili.com||1.0B||Animations & Comics||🇨🇳 China|
|#35||pinterest.com||1.0B||Social Media Networks||🇺🇸 U.S.|
|#36||zoom.us||985.9M||Computers Electronics & Tech||🇺🇸 U.S.|
|#38||qq.com||907.1M||News & Media Publishers||🇨🇳 China|
|#39||microsoft.com||902.3M||Prog. & Developer Software||🇺🇸 U.S.|
|#40||msn.com||870.8M||News & Media Publishers||🇺🇸 U.S.|
|#41||globo.com||840.1M||News & Media Publishers||🇧🇷 Brazil|
|#42||duckduckgo.com||839.0M||Search Engines||🇺🇸 U.S.|
|#43||roblox.com||795.7M||Gaming & Accessories||🇺🇸 U.S.|
|#44||quora.com||775.9M||Dictionaries & Encyclopedias||🇺🇸 U.S.|
|#45||news.yahoo.co.jp||749.1M||News & Media Publishers||🇯🇵 Japan|
|#47||aajtak.in||724.1M||News & Media Publishers||🇮🇳 India|
|#48||nytimes.com||702.2M||News & Media Publishers||🇺🇸 U.S.|
|#50||cnn.com||684.9M||News & Media Publishers||🇺🇸 U.S.|
Notable companies that have fallen out of the top 50 since our last version of this visualization are Walmart and PayPal. Notable entrants into the top 50 are Samsung and the New York Times.
The Geography of the 50 Most-Visited Websites
The United States is still home base for many of the world’s biggest websites, taking up 30 spots on this ranking. Of these 30 websites, half are operated by Big Tech companies such as Microsoft, Amazon, Alphabet, Meta, and Netflix.
Russia, China, Japan, and South Korea round out the top five.
Things get interesting in the “other” category, which includes six websites. Two spots are taken up by Aaj Tak and Globo, which are large media publications in India and Brazil, respectively.
The remaining four websites—XVideos, PornHub, XHamster, and XNXX—specialize in adult content, and are located in a variety of countries. These are often referred to as “tube sites” since they are built on the YouTube model.
Realsrv, the only adult-oriented site in the top 50 located in the U.S., is interesting to delve into as well, since it’s far from a household name. The website essentially supports advertising efforts by redirecting users away from the content they were viewing over to another page (generally premium adult content). This is one of the key ways that adult websites earn revenue.
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