Understanding Facial Recognition System Usage and Adaptation among Millennial and Non-millennial consumers
Authors:   Associate Professor, Marketing, Pune Institute of Business Management, Sharma* Palak , Mallick Saurajit ,   Assistant Professor, Operations, Pune Institute of Business Management, Gut-605/1, Lavasa Road, Pirangut, Pune, Maharashtra, India, Srivastava Abhishek ,   Associate Professor, Economics, Pune Institute of Business Management
Published: December 2019

Facial recognition technology has proved its immense usefulness by being one of the most effective and non-intrusive means of authentication system. Privacy concerns are accompanying the development of the facial recognition system since its inception. However, the perception has changed remarkably over the last 6 decades. Rather than considering a facial recognition system as a part of a sci-fi imagination, it has become more realistic and brought convenience, safety, and security to our daily lives. Not only has the millennial, the understanding and adaptation rate of facial recognition system amongst all generations, through mobile devices, Governmental and private projects, reached a significant level. Apart from technical applications, facial recognition provides extensive opportunities in numerous other fields of business. The rate of cooperativeness for innovative usage of facial recognition system seems to rise amongst all the individuals, irrespective their age group. One of the biggest motivators being the self-interests in keeping up with technological advancement, which provides a great opportunity for the marketers and technology companies to provide relevant information for their target audience. This research will try to validate the theory proposed by Murray (2011) that millennial are most comfortable people to adaptation of technology, including the facial recognition system. It also tries to identify the usage and adaptation factors among all the age groups and to find out key business areas where facial recognition can be value addition. Objective: This paper elaborates the adoption of Facial Recognition System as device access and security enabling technology amongst millennial and non-millennial users. As the technology has seen rising adoption by Government, Business and Individual users; this study attempts to understand customer awareness about the technology as well as perceived challenges and benefits by users. User age group and generation have been used as an indicative parameter to determine if the technology adoption has seen some definitive preference by any one user group. Design/ Methodology/ Approach: This study entailed a secondary study about customer adoption of Facial recognition systems, followed by a questionnaire-based survey with a mixed population comprising of millennial and non-millennial respondents. Findings:Through this research work, we could conclude that the millennial age group shown the highest percentage of affinity toward adopting highly advanced technology. Facial recognition system would be a very effective piece of technology which could enhance the security, safety, and ease of accessibility in various fields. There is a tremendous opportunity for marketers to get benefitted out of this trend. Various measures can be taken to attract millennial and centennial. Though, the older generations showed a positive mindset toward adopting high-tech devices. One of the greatest motivational factors for purchasing a high-tech device, the researchers have identified, is the self-awareness to find more about the technology. People are more willing to do their research and hands-on experience to know technology better, than relying on other’s opinion about the technology.Practical Implications:Understanding the adoption challenges about Facial recognition system and the motivating factors that can encourage customers to adopt, can help industries incorporate this technology in devices meant for business and personal use. Although this technology has vast application in security, surveillance and personal device management; this study can help manufacturers develop deeper insight into the positioning of the technology as a benefit desired by the end-users.Originality & Value: This paper has attempted to look at the challenges in facial recognition technology adoption from the age-based generation perspective. With increasing millennial users adopting mobile devices with facial recognition feature, the study has attempted to study the appeal of the technology to the millennial generation and the potential lack of appeal for the older generations.