Biometrics: James Bond Sexy or Big Brother Creepy?€¦ · would be stored somewhere like this 35%...
Transcript of Biometrics: James Bond Sexy or Big Brother Creepy?€¦ · would be stored somewhere like this 35%...
Biometrics: James Bond
Sexy or Big Brother
Creepy?
At the Consumer Electronics Show earlier this year, the showstoppers were smarter devices and wearables acting as
an extension of one’s body, where devices either knew what to do on their own or their commands were controlled
through voice, gestures, or facial or fingerprint recognition. For PCs, laptops, tablets, and smartphones, these humanlike
elements are intended to make technology more physically intuitive, removing the walls of unnecessary steps, wires,
peripherals, or passwords.
With advancements in biometric technology playing a key role in making technology more intuitive and human, companies
are ensuring that these tools are getting sharper. Major tech companies are offering alternatives to traditional passwords
via biometrics solutions where users will be able to scan their face, iris or fingerprint to verify identity and access their
phones, laptops and personal computers. Intel announced its True Key™ product at CES and Microsoft recently announced
that their biometrics product - Windows Hello - will be part of the Windows 10 operating system due out later this year.
With these tools as well as the payment methods that use fingerprint verification such as Apple Pay, consumers are getting
their initial taste of what this formerly spy-worthy technology may mean for them day-to-day.
At the same time consumers are sharing more information about themselves
publicly, willingly or without their knowledge, as concerns around privacy of
information are dominating the news. Certainly the idea is that biometric
data would be stored locally on individual device and kept anonymous to
make sure personal data is safe from hackers. But as devices are getting
smarter and now storing information about your physical attributes, where
in consumers’ minds does technology cross the line from being a sleek,
modern way to stay connected to becoming an invasion of privacy?
In this month’s Foresight by BSG, a regular poll by Benenson Strategy Group
to understand the shifting values of American consumers, we asked a few
questions around how people feel about sharing their private information
with gadgets, clouds, and the ambiguous relative to making technology
seamless in their daily lives.
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Protection: Passwords versus Biometrics
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The fingerprint authentication available in the iPhone 5S/6 and the Samsung Galaxy S5 are among the latest
innovations in biometric technology that have gone mainstream. Currently, the main application of fingerprint
authentication and similar technologies has been to remove or reduce the need for password authentication.
Touch screens/devices getting dirty through regular usage
Please rank the following list based on what you find most frustrating about your
tech devices. (Top ranked)
Multiple passwords on multiple devices
Keeping them charged
Too many devices
Syncing up multiple devices
Consumers understand that they need to secure their devices and do so, even though they may find it inconvenient at times.
• In a survey conducted in partnership with CCIA,
we found that 83% of consumers use separate
passwords to unlock their phones, PCs, tablets,
and laptops.
• Our most recent Foresight by BSG survey showed
that consumers over 35 are more likely to be using different passwords for each device, which is becoming a pain point.
• For Millennials, this was only a second-tier frustration, behind other issues, such as their touch screens getting dirty from overuse or
having issues with syncing.
23%
27%
7%
7%
18%
26%
16%
9%
21%
18%
Millennials 35+
Security of one’s device(s) can be a source of anxiety for
people, especially given all the recent publicized hacks
and security violations. Older consumers in particular
sometimes get to the point of limiting their online
activities for so called “risky” behaviors, such as shopping
online or posting information about themselves on social
media. That said, we have observed a few key behaviors
that may influence people’s perceptions of biometrics as
passwords today.
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The reason passwords are less of a pain point for Millennials could partially be explained by the fact that Millennials are more likely to take the easy route regarding password protection. Research indicates that Millennials tend to
use the same one or two passwords for most of the sites they go to.
Ultimately, consumers over 35 are worried enough to take extra-precautionary measures to protect themselves
but find these measures highly inconvenient. Millennials bypass the inconvenience by implementing what they
perceive as “good enough.”
Now think about the passwords that you have on your various online accounts. Which of the following statements would you say best describes you? (CCIA Study)
You tend to use the same 1 or 2
passwords on most of your sites
You have different passwords on almost every site that you use
Knowing [that biometrics can replace passwords] which of the following statements comes closer to your views?
Knowing [that biometrics can replace passwords] which of the following statements comes closer to your views?
This is the wave of the future
I find it creepy that my personal data would be stored somewhere like this
35%
65%
45%49%
55%
75%
51%
25%
61%
39%
I think it would be more secure this way
I prefer entering a password
I think it would be more convenient
I think the technology wouldn’t work well
Four in ten people find biometrics in
place of passwords creepy, but most still
think that the benefits will outweigh the
negatives. This was true regardless of
age. While people are still wrapping their
head around what biometrics means in
their day-to-day lives, they do believe
that this is the way things are headed.
29% 64%
37% 58%
So how does “good enough” play into the story of biometrics vs. passwords?
Millennials 35+
Millennials 35+
Notably, MIllennials were more likely
to believe that this was a secure,
convenient alternative to passwords:
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Millennials already see the value of voice recognition to allow them to do more, hinting at the future value of “intuitive convenience.”
Forty-six percent of Millennials say they use voice
recognition, versus 22% of consumers over 35.
While voice recognition is not unique to the
individual (i.e., Siri recognizes words, not an
individual’s voice), its adoption speaks to the
story around “intuitive convenience.” As early
adopters of voice recognition, Millennials like
that it allows them to multitask and do more
with their technology. For consumers over 35
currently using voice recognition, it is more
about the safety benefits (i.e., not having to
look down at a device when they are in the car,
for example) versus being empowered to do
more with their devices.
IN SUMMARY
Until biometrics becomes a way of life, it’s difficult for
consumers to tell us how they feel about upcoming
features and benefits. We know Millennials are generally
more comfortable with being monitored publicly and are
more accepting of the privacy implications associated
with the convenience of biometrics.
Consumers over 35 years old appear to be of two
minds because they know their current actions to
protect themselves are either not good enough or
getting in the way of how they use their technology,
yet concerns around the efficacy or convenience of
biometric passwords make them reluctant to adopt it
as a solution.
Reconciling these conflicting values means marketers
will have to recognize the following:
You mentioned you use voice recognition on some of your tech devices. Why do you use this feature? Please select all that apply.
Allows me to multitask
Faster than looking things up
Keeps me from having to touch a device with dirty/gloved fingers
Keeps me from having to look down at my device
32%
55%
32%
54%
36%
37%
Millennials 35+
Ultimately, companies providing these services will need to tap into underlying values, fears, and needs of these different consumers in order to speak to them directly. BSG will continue to monitor Consumers’ Hidden Architecture of OpinionTM through Foresight by BSG. To learn more, please contact Asha Choksi at [email protected].
1) Consumers know they are vulnerable and need to
take steps to secure their devices.
2) As the number of devices increases, consumers
want to reduce the complexity of managing them
all, including how they manage their security.
3) Millennials already believe biometrics work and
will take away some headaches, allowing them to
secure their devices in a way that’s innovative,
sleek, and intuitive.
4) Consumers over 35 will be slower to adopt new,
innovative security methods and biometric
technology. Marketers will need to unpack the
fears and pain points of these audiences in order
to get them to see the benefits.
53%
58%