Commentary

39% Of Consumers Not Keen On Facial Recognition

Facial recognition technology is getting a lot better but that doesn’t necessarily mean consumers will like it.

The recent set of Apple product announcements included a facial-recognition feature called Face ID on the coming iPhone X.

However, when it comes to being favorable to facial recognition, consumers are not so keen on the idea.

More than a third (39%) of consumers are unfavorable toward facial recognition software in devices such as the iPhone X, with just over a third (34%) favorable, based on a new survey. About a quarter (26%) either don’t know or have no opinion.

The study comprised a survey of 2,200 U.S. adults conducted by Morning Consult.

There are differences based on demographics, but they aren’t dramatic.

For example, 39% of males are favorable toward facial recognition compared to 30% of females. There also are some differences based on age. Here, by age, are the percentages of consumers favorable toward facial recognition:

  • 39% -- 18-29 years old
  • 36% -- 30-44 years old
  • 35% -- 55-64 years old
  • 33% -- 65 years and older
  • 27% -- 45-54 years old

One thing that marketers of facial recognition may want to take note of: it makes 50% of consumers nervous and only 27% not nervous.

Facial recognition also makes more than half (56%) of consumers worry about their privacy and even more (76%) concerned about identify theft.

The technology may a bit ahead of the consumer desire here.

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