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Report shows growing public acceptance of biometric authentication


Gigya commissioned a consumer-facing study with OnePoll entitled the “2015 State of Consumer Privacy & Personalization”, whose findings illustrate a growing public acceptance of next-generation authentication methods like biometrics.

The annual report is based on a survey of 2,000 US and 2,000 UK male and female adults, ages 18 and older, which analyzes consumer attitudes around data privacy, the prevalence of social login, and the importance of personalized marketing.

The report also found that the continued and significant social login use is being driven by the public’s aversion to completing lengthy registration forms and creating more usernames and passwords.

Meanwhile, consumers believe that greater data privacy and more relevant marketing communications can be achieved through business transparency and personalization.

The report reveals that the adoption of next-generation authentication methods is growing steadily, with 59% of US consumers stating that they are willing to register or log in to a website or mobile application with an existing identity from a payment provider such as PayPal or Amazon.

Meanwhile, 41% of US consumers have a high level of comfort logging in to a site or mobile app using a thumbprint biometric or face/eye biometric scan.

More than 90% of US and UK consumers are at least somewhat concerned about data privacy and how companies are using customer data, according to the report.

The report also finds that consumers have experienced irrelevant marketing communication, with 30% of US consumers and 35% of UK consumers receiving between one and three irrelevant messages per day.

Additionally, 17% of US consumers and 14% of UK consumers receive more than 10 irrelevant messages per day, states the report.

Finally, 88% of US consumers have logged in to a website or mobile application using an existing social network identity, which shows an 11% increase over last year’s findings.

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