Biometric Marketing 2019

Revolutionary Personalization Tool or Targeting Gone Awry?

Executive Summary

Biometrics, the science of tracking and analyzing people’s unique biological characteristics, has intriguing possibilities for marketers. While these technologies are currently used mostly in law enforcement and security, they also can help marketers identify customers and deliver personalized messaging. This presents a potential boon for business, but also has serious privacy implications.

What are the main types of biometrics?

Biometric identification methods fall into two categories: physiological and behavioral. Top physiological methods include fingerprint recognition, facial recognition, iris recognition, retinal scanning and hand geometry. Behavioral methods include voice and handwriting recognition, device interaction analysis, eye tracking, neuromarketing and emotion detection. Each of these techniques has its own strengths and weaknesses.

Biometric identification has been around for years. Why should marketers care now?

Biometric identification has long been used by law enforcement. However, Apple’s 2013 inclusion of a fingerprint reader in the iPhone 5S brought the technology to the consumer mass market, and other electronics manufacturers have subsequently incorporated the technology. Data collected from these devices will be a potential gold mine for brands that figure out how to use it in acceptable ways.

How do consumers feel about biometrics?

Many see biometric identification as easier and more convenient than passwords or PINs but are increasingly concerned about digital privacy and security. They’re much more comfortable with biometrics systems that use personal information to keep them safe than they are with those that collect data for marketing.

What needs to happen to make biometrics viable for marketers?

Not only must appropriate regulation, guidelines and standards be put in place, organizations must convince consumers that they will protect and respect their data and use it responsibly and ethically.

WHAT’S IN THIS REPORT? This report examines how biometric technology is used today and discusses opportunities and challenges for marketers hoping to use it in the future.

KEY STAT: In 2020, 64% of smartphones worldwide will ship with facial recognition technology, up from just 23% last year, according to Counterpoint Technology Market Research.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

12expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Biometrics Market Growing Quickly
  3. Industries Put Biometrics to the Test
  4. Marketers in Early Stages of Adoption
  1. Biometric Marketing Braces for Uphill Climb
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Ben Bland
Interviewed August 13, 2019
Chris Burt
Biometric Update
Interviewed September 5, 2019
Arafel Buzan
Co-Lead, Neurolab
Interviewed August 29, 2019
Andy Donaldson
Hit Search
Interviewed September 4, 2019
Mary Elizabeth Germaine
Partner and Managing Director, Research and Analytics
Interviewed August 26, 2019
Perry Kramer
BRP Consulting
Senior Vice President
Interviewed September 9, 2019
Rachel Lowenstein
Partner, Associate Director, Invention+
Interviewed September 4, 2019
Elke Oberg
Cognitec Systems
Marketing Manager
Interviewed September 5, 2019
Peter O’Neill
President and CEO
Interviewed September 3, 2019
Graham Page
Global Managing Director of Media Analytics
Interviewed September 9, 2019
Peter Tsai
Senior Technology Analyst
Interviewed September 6, 2019
Gabi Zijderveld
Interviewed September 9, 2019

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Download PPTX


















Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Victoria Petrock


Man-Chung Cheung
Research Analyst
Lauren Fisher
Principal Analyst
Chris Keating
Research Director
Lucy Koch
Junior Analyst
Tracy Tang
Senior Researcher
Yoram Wurmser
Principal Analyst

"Behind the Numbers" Podcast