Consumers Embrace Biometrics Despite Data Worries in Aware Survey

A new report from Aware is shedding some light on the ongoing mainstreaming of biometric technology.

The Biometrics Business Guide 2024: Consumer Trust Report indicates that biometric authentication has become a mainstream method of identity verification, with over 75 percent of Americans having engaged with it in some form, and 80 percent of users across Western Europe, Asia, and North America enabling biometric features on their smartphones. The widespread usage highlights the growing reliance on biometrics for its convenience and security advantages.

In fact, over half of the survey respondents stated they use biometric technology regularly on their devices, particularly on smartphones, with nearly 50 percent using it often or always to access mobile applications. Consumer motivation for using biometrics centers on security and convenience, as the technology eliminates the need to remember passwords and offers quick access to apps and accounts.

However, the report notes that despite the positive reception to biometric features, significant concerns remain around data security. Nearly 41 percent of respondents reported that they have little to no trust in companies’ ability to handle their biometric data responsibly, expressing fears related to data breaches, surveillance, and personal information misuse. When asked about comfort with biometric technology in public spaces, such as airports, responses were mixed; over 50 percent of consumers felt comfortable using biometrics in these settings, while more than 40 percent were neutral or uncomfortable, revealing a potential hesitation to adopt biometrics in less familiar contexts.

A key finding of the report is the variation in trust across industries that use biometric data. Survey results showed that banks are the most trusted institutions when it comes to managing biometric data, while online gaming and gambling sites are the least trusted. This suggests that consumers may feel more secure using biometrics with organizations they associate with stringent security measures, such as financial institutions, compared to those in less regulated or perceived high-risk industries.

Generational differences also play a role in consumer attitudes toward biometric technology. Younger consumers, especially those in Generation Z, are more inclined to adopt biometrics, seeing it as part of a seamless digital experience. In contrast, older generations such as Millennials, Gen X, and Baby Boomers showed more reluctance, with around 70 percent of respondents over 35 indicating that privacy concerns had previously deterred them from using biometric options. This underscores the importance of educational initiatives to familiarize older users with the security benefits of biometrics, which the report suggests could help bridge the generational gap and increase acceptance across all age groups.

Aware says its data comes from a wide-ranging survey of 1,000 U.S. consumers to gauge their perceptions, knowledge, usage, and concerns.

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October 16, 2024 – by Ali Nassar-Smith