NFC Sign
- A survey was recently conducted in six european countries to gauge
the interests of consumers using NFC Digital Signage. The survey found
most would like to interact with an NFC Digital Sign, but they expect a
‘value exchange’ in return. The most popular incentives were money or
entertainment rewards.
NFC Digital Signage Survey Results
NFC
Sign - The survey size was 9,000 people in the UK, Ireland, France,
Spain, Italy, and the Netherlands. It was conducted by Kantar Media for
out-of-home (OOH) media own CBS Outdoor International. It found that 74%
of owners of smart devices have interacted with OOH advertising at
lease once. It also indicated that public awareness of interactive
technologies (such as NFC Digital Signage) is still low, with even lower
adoption rates.
The audience was asked about their awareness in a
wide range of interactive mobile technologies, including NFC Digital
Signs. The results showed that QR codes were the most well-known and
well-used. While NFC remained the lease well recognized. Survey results
indicated that just 5.76% of respondants were aware of the technology,
and 1.4% used NFC Digital Signage themselves.
Additional findings beyong NFC Digital Signage from the survey include:
-Audiences expected a ‘value exchange’ for interacting with OOH media.
-Rates
for interaction are driven by both the creative proposition and the
reward for interaction, rather than the technology employed.
-OOH engagement is highest amoung younger and smart phone enabled users.
