3VR Demographic Analytics (Gender / Age)

By: John Honovich, Published on Oct 11, 2012

What if your recorder could automatically identify people as well as their gender and age? 3VR claims they can do this with their new demographics feature. In this note, we examine how it works, its limitations and cost, comparing it to offerings from Panasonic and Cognitec.

Background

3VR can automatically scan incoming video and immediately categorize people detected by gender and age, as shown in the image below of their client:

demographics 3vr

Additionally, the feature includes search options to let users find people based on their age as demonstrated in the image below:

search age

This can also be done with gender, as shown here:

gender search

Demographic reports can be generated, though this requires a separate interface from their regular client, as shown below:

generate reports

Get Video Surveillance News In Your Inbox
Get Video Surveillance News In Your Inbox

For a given time period, this can show the breakdown of people by age and gender:

groups

Alternatively, it can show the breakdown over consecutive time periods and how that changed over time:

by time

Technical Requirements

3VR's demographics feature has requirements that limit where and how many channels can be used. Similar to 3VR's facial recognition feature, the maximum FoV is ~5 feet wide for SD and ~10 foot wide for 720p cameras. Additionally, the angle of the camera cannot be too steep. Finally, resource consumption is similar to facial recognition.

The demographic and facial recognition analytics can be run simultaneously on a single camera.

Projected Accuracy

3VR says their age analytic accuracy is ~7 years while a human's accuracy is ~6 years. The company projects their accuracy will improve to human level in the next year at which point, existing systems can be upgraded to the newer version.

We have not tested it so cannot comment on how well or poorly it works.

Cost

The demographics analytic will be licensed on a per channel/camera basis for $800 MSRP. 3VR uses a traditional dealer discount so street price is likely to run in ~$600 range.

Customer Positioning

3VR sees this being used on one camera per store or business to track the demographics of their customer base. Since, it can be run on the same cameras with the same requirement as face, they see it as a natural complement for their existing customers as well.

Competitive Positioning

Since so few providers offer this feature, it will certainly generate a significant amount of interest as a highly differentiated offering, especially among retailers.

Compared to Panasonic and Cognitec, other providers of similar functionality, we see two key advantages:

  • 3VR integrates this into their recorder/VMS, simplifying management and use of the feature, compared to Cognitec which is a stand alone feature.
  • 3VR supports a variety of 3rd party cameras, so unlike Panasonic, one is not restricted to a single camera vendor's line.

Additionally, given 3VR's upcoming release of a software only version (historically their offering was appliances only), this provides an open means of delivering demographic analytics.

However, important issues remain:

  • The camera positioning requirements are quite constraining and will force most users to install a new camera or significantly change an existing one. The cost and logistical impact should be factored in.
  • Given the analytics' non-trivial price ($800 MSRP) plus the potential camera costs, it better work fairly well or customers will likely complain about the cost of deploying this.
Comments : PRO Members only. Login. or Join.

Most Recent Industry Reports

NJ Law Requires Apprenticeship For Public Works Integrators on May 24, 2019
Few integrators do a formal apprenticeship program. However, now a NJ law is requiring any integrator on public works projects (such as state...
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Verkada Video Quality Problems Tested on May 23, 2019
Verkada suffers from numerous video quality problems, not found in commercial IP cameras, new IPVM testing of Verkada vs Axis and Hikvision...
Average Frame Rate Video Surveillance 2019 on May 23, 2019
What is the average frame rated used in video surveillance systems? In IPVM's 2011 statistics, the average was 6-8fps increasing to ~10fps in...
Access Control Job Walk Guide on May 22, 2019
Significant money can be saved and problems avoided with an access control job walk if you know what to look for and what to ask. By inviting...
ASCMA / Monitronics Declares Chapter 11 Bankruptcy Plan on May 22, 2019
Monitronics is entering into Chapter 11 bankruptcy. The company, also called Ascent Capital Group Inc., aka ASCMA, aka Brinks Home Security,...
US Considers Sanctions Against Hikvision and Dahua on May 22, 2019
The US government is considering blacklisting "up to 5" PRC surveillance firms, including Hikvision and Dahua, Bloomberg reported, with human...
Dahua USA Celebrates 5 Years of Errors on May 21, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Axis ~$150 Outdoor Camera Tested on May 21, 2019
Axis has released the latest in their Companion camera line, the outdoor Companion Dome Mini LE, a 1080p integrated IR model aiming to compete with...
Covert Facial Recognition Using Axis and Amazon By NYTimes on May 20, 2019
What if you took a 33MP Axis camera covering one of the busiest parks in the US and ran Amazon Facial Recognition against it? That is what the...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact