Consumers Aware, Not Comfortable With RFID

Dec 21, 2004
George Anderson

By George Anderson

Survey results from BIGresearch and Artafact LLC show that a growing number of consumers are now aware of radio frequency identification (RFID) technology but that doesn’t mean they’re more comfortable with some of its potential uses.

According to a report on the eMarketer Web site, 35.5 percent of the 8,500 consumers answering the BIGresearch and Artafact survey in December said they were aware of RFID. Just over 28 percent answered yes to the same question in September.

The growing awareness of RFID has not diminished concerns about its possible use to invade the privacy of consumers. Sixty-nine percent of respondents said they were either “somewhat” or “very” concerned companies would use RFID to track their purchases.

Moderator’s Comment: Will privacy concerns ultimately be a deal breaker for moving RFID from the pallet to products on the shelf?

We know that most believe it will be years before RFID could be used in any meaningful way on the shelf and that it’s greatest potential benefit is in the
warehouse. That said, the ultimate goal will be to harness the information that can be obtained from RFID in every stage from the factory to the checkout.

George Anderson – Moderator

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