How Do Consumers Really Feel About Facial Recognition? - eMarketer
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How Do Consumers Really Feel About Facial Recognition?

Women were more likely than men to be wary of the technology, study finds

October 3, 2017 | Retail & Ecommerce | Mobile

Last month Apple unveiled the iPhone X—the company’s most expensive device to date, which comes with a host of new features, including facial recognition technology.

US Internet Users' Primary Attitude Toward Facial Recognition Software in Personal Devices*, by Demographic, Sep 2017 (% of respondents in each group)

According to Apple, the device uses light projection and an infrared camera to create a 3-D map of a user’s face. While new to Apple, facial identification technology has been used by other manufacturers, such as Apple rival Samsung, for some time now.

There’s no denying that smartphones with biometrics will soon be the norm. But consumers are somewhat split when it comes to mobile devices with facial recognition capability, data from Morning Consult reveals.

Its survey of US internet users in September 2017 showed that 34% of respondents had a favorable view of facial recognition software in personal devices. In contrast, 39% of those polled felt the opposite way. And over a quarter (26%) said they either weren’t sure how they felt, or had no opinion about it.

Women were more likely than men to feel at least somewhat unfavorably toward this type of technology. For example, while 30% of women surveyed had at least a somewhat favorable view of facial recognition software, 41% expressed the opposite sentiment. Men, on the other hand, were nearly split in their attitudes.

Many consumers are likely not sold on facial recognition because the technology creeps them out.

According to a June 2017 survey from RichRelevance, facial recognition was one of the “creepiest” technologies out there. Indeed, over two-thirds of US internet users it polled found it creepy.

Rimma Kats

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