Consumer groups embrace the future of ID verification, research shows
Groups of consumers surveyed by Callcredit Information Group are embracing new technology as banks look at more sophisticated ways to perform online ID verification in the fight against fraud.
With identity fraud up by 27 per cent in the first quarter of 2015*, Callcredit has looked into consumer’s attitudes to the different technology banks could use to perform online ID checks. The findings, undertaken by YouGov**, have been enhanced with Callcredit’s segmentation tool CAMEO UK to get a deeper understanding into how consumer behaviour varies across different socio-economic groups.
By using CAMEO UK Callcredit was able to categorise respondents into ten different groups ranging from ‘Business Elite’ to ‘Family Value’. Interestingly views varied when asked the question, ‘How comfortable or uncomfortable would you be with a bank identifying you using each of the following? facial recognition, fingerprint, pulse (through touching a screen or pad with your finger).
- Groups Flourishing Society and Content Communities were the most comfortable with facial recognition, as 69 per cent said they were comfortable and only 20 per cent said they were uncomfortable. This compares to;
- The Group Business Elite which was the least comfortable, as 60 per cent said they were comfortable and 33 per cent said they were uncomfortable’
- The most comfortable group with fingerprinting as a form of identification was Content Communities as 81 per cent said they were comfortable and only 12 per cent said they were uncomfortable. This compares to;
- Group on a budget who were the least comfortable group as 61 per cent said they were comfortable and 29 per cent said they were uncomfortable
Pulse (through touching a screen or pad with your finger)
- 63 per cent of the group Content Communities are comfortable with pulse being used compared to only 45 per cent of group ‘On a Budget’
- Over a third of the group Business Elite (35 per cent) are uncomfortable with pulse being used.
Will Lowe, MD – Marketing Solutions, Callcredit Information Group said: “It's interesting than some groups are more willing to embrace any of forms of verification while other groups are more sceptical of all forms. The industry will need to work hard on education and trust if it wants broad adoption across UK consumers.”
* Figures from the UK fraud prevention service, Cifas
** All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1,707 adults. Fieldwork was undertaken between 12th - 13th July 2015. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).