FB pixel

Consumers “creeped out” by targeted ads that use facial recognition: study

 

E-commerce recommendations firm RichRelevance released a new study called “Creepy or Cool”, which highlights consumer attitudes towards digital enhancements to the store shopping experience, such as facial recognition technology.

The study finds that shoppers generally think it is cool to get digital help finding relevant products and information, as well as navigating the store.

However, shoppers are “creeped out” by digital capabilities that identify, track and use location and demographics, such as targeted advertisements for consumers based on facial recognition, according to the study.

“Shoppers want digital personalization when they are ready to engage,” said Diane Kegley, CMO of RichRelevance. “They may not be ready for personalized messages the moment they walk in the door or even when they hit the dressing room, but our survey suggests they welcome relevant information and promotions when they are making a purchase decision.”

Seventy-three percent of respondents were creeped-out by facial recognition technology that identifies age and gender to target advertisements on digital screens, such as an eye cream promotion targeted toward an older female shopper.

Additionally, 75 percent of survey respondents were creeped-out by facial recognition technology that identifies them as a high-value shopper and then sends this information to a sales associate.

“Our study shows that retailers need to focus on digital store capabilities that drive engagement and convenience by making sure the right products and content are always available to shoppers,” said Kegley. “Retailers have a huge opportunity to leverage their biggest asset, the store, to gain an edge when it comes to customer experience.”

Article Topics

 |   |   |   |   | 

Latest Biometrics News

 

Who is looking out for your data? Security in an era of wide-spread breaches

By Vince Graziani, CEO, Idex Biometrics While some of the biggest businesses in the world now rely heavily on data, concern…

 

ITL’s Alerts App expands biometric portfolio to integrated venue management

Businesses from every sector all face access control challenges to ensure the security and safety of their staff and customers….

 

Best biometrics use cases become clearer as ecosystems mature

Biometrics are for digital identity, socio-economic development, air travel and remote identity verification, but not public surveillance, the most-read news…

 

UK Biometrics and Surveillance Camera Commissioner role survives as DPDI fails

UK parliament will not pass data protection legislation during the current session, following the announcement of the general election in…

 

EU watchdog rules airport biometrics must be passenger-controlled to comply with GDPR

The use of facial recognition to streamline air passenger’s travel journeys only complies with Europe’s data protection regulations in certain…

 

NZ’s biometric code of practice could worsen privacy: Business group

New Zealand is working on creating a biometrics Code of Practice as the country introduces more facial recognition applications. A…

Comments

17 Replies to “Consumers “creeped out” by targeted ads that use facial recognition: study”

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Most Read This Week

Featured Company

Biometrics Insight, Opinion

Digital ID In-Depth

Biometrics White Papers

Biometrics Events