Posterscope nfc infographic

Posterscope nfc infographic

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Posterscope nfc infographic Posterscope nfc infographic Infographic Transcript

  • SMARTPHONE REAL WORLD INTERACTORSThe research1000 550 UKOWNERSSMARTPHONE 442 USA ONLINE INTERVIEWSWHO HAD USED ONE OF THEFOLLOWING TECHNOLOGIESON THEIR SMARTPHONESNEAR-FIELDCOMMUNICATION QUICK MOBILE RESPONSE BLUETOOTH AUGMENTED REALITY (AR) HALF HAD USED THESE TECHNOLOGIES TO(NFC) INTERACT (QR CODE) WITH AN MOBILE PAYMENTS BARCODE SCANNER VISUAL SEARCH ADVERTMobile technologies EVER USED AWARENESS MOBILE 85% 98%BLUETOOTH QR 65% 94% CODE BARCODE 63% 93% SCANNER MOBILE 13% 69% PAYMENTS NFC 18% 51% 92% 77% VISUAL 20% 45% SEARCH MOBILE 15% 39% AR 20% 10%The mobile advertising interactive experience 84% ENJOYED THE 81% WOULD RECOMMEND THE EXPERIENCE 72% TOLD OTHERS EXPERIENCE TO OTHER PEOPLE 63% VISITED THE 55% SOUGHT MORE 36% BOUGHT BRAND’S WEBSITE INFORMATION SOMETHING 29% FOLLOWED THE BRAND ON SOCIAL MEDIAImportance of mobile technology is growing... CURRENT PHONE NEXT PHONE MOBILE 57% 64%BLUETOOTH QR 40% 51% CODE BARCODE 46% 55% SCANNER MOBILE 29% 40% PAYMENTS NFC 23% 36% VISUAL 24% 32% SEARCH MOBILE 23% 31% ARPerceived benefits of mobile technologies 90% 86OF % 83% LOCAL EASE TO ACCESS INFORMATION ACCESS TO CONTENT PRICE COMPARISONS 75% INTERACTING 71% ADDING 51% CHECKING IN JUST FOR EVENTS FUN TO YOUR CALENDARNFC understanding - education is required ALMOST ONCE NFC TECHNOLOGY IS DEMONSTRATED 2/3 OF 60% AWARENESS SMARTPHONE OWNERS DON’T KNOW IF THEIR PHONE HAS NFC OF NFC INCREASED TO 6 in10 YES DEFINITELY YES MAYBE NO OF THOSE WITH AN NFC-ENABLED PHONE DON’T REALISE ITIn what context is NFC known90% 87% 70% BANK MOBILE PHONES SHARING CONTENT CARD CONTACTLESS CONTACTLESS PAYMENTS WITH OTHER NFC-ENABLED PHONES PAYMENTS E.G. GOOGLE WALLETS 64% 61% TICKETING FOR EXAMPLE OYSTERCARD FOR INTERACTING WITH POSTERS USING YOUR MOBILE 81% 42% 19% 1/3 OF DEFINITELY HAVE A CONTACTLESS YET ONLY THESE PEOPLE PAYMENT CARD HAVE USED ITWHO SHOULDEDUCATE?73% 61% 50% 51% MOBILE PHONE RETAILERS WHO MIGHT USE MOBILE PHONE MOBILE PHONE HANDSET THE TECHNOLOGY MANUFACTURES NETWORKS RETAILERS42% 33% 20% 19% BANK OWNERS OF POSTER POSTER SITES OFCOM/ FEDERAL THE GOVERN- BUILDING SOCIETIES THAT USE NFC TECHNOLOGY COMMUNICATIONS MENT COMMISSION 95% THINK POSTERS NEED A COMMON NFC LOGO AS A CALL-TO-ACTIONNFC future adoption 70% IMPORTANT ON NEXT PHONE AFTER VIEWING OOH INTERACTION VIDEO 36% IMPORTANT ON NEXT 68% PHONE 23% IMPORTANT ON CURRENT PHONE INTEND TO CHANGE THE IMPORTANCE OF NFC ON MOBILES WILL THEIR HANDSET INCREASE WITH TIME AND KNOWLEDGE IN THE NEXT YEARNFC technologies adoptionNFC TECHNOLOGIES PERCEIVED AS USEFULAND LIKELY TO ADOPT IN THE FUTURE NFC TICKETING BANK MOBILE SHARING FOR INTERACTING WITH FOR EXAMPLE PHONES CONTENT POSTERS TECHNOLOGIES OYSTERCARD CARD CONTACTLESS WITH OTHER NFC USING YOUR MOBILE CONTACTLESS PAYMENTS PAYMENTS E.G. GOOGLE WALLETS ENABLED PHONESPERCEIVEDAS USEFUL 74% 70% 71% 67% 54%LIKELYTO ADOPT 55% 58% 53% 57% 42%NFC poster adoption IF SMARTPHONE OWNER SAW A 30% ARE UNLIKELY POSTER TO USE NFC 88% THAT INTERESTED THEM POSTERS AS THEY BELIEVE: 59JUST A IT’S % GIMMICK WOULD CONSIDER 26% USING NFC HAS SECURITY RISKS TO INTERACT WITH 10% THE POSTER WORRIED ABOUT VIRUSES 18% 35%Reasons to interact with posters LINKING TO GAMING CONTENT 34% 69% PLAYFUL INTERACTING JUST FOR FUN 67% LIKING/FOLLOWING A BRAND 45% CHECKING IN 52% 72% SOCIAL SHARING CONTENT WITH SOMEONE 59% ENTERING A COMPETITION 57% BUYING SOMETHING 57% 92% FUNCTIONAL ADDING EVENTS TO YOUR CALENDAR 66% CAPTURING CONTACT DETAILS 66% DOWNLOADING AN APP 69% ACT AS A SHORTCUT 69% EASILY ACCESSING CONTENT/WEB PAGES 76% COMPARING PRICES 77% GETTING LOCATION INFORMATION/DIRECTIONS 84% DOWNLOADING VOUCHERS/SPECIAL OFFERS 85%Locations you would consider interactingwith a poster using NFC 82 86 % % 88 86 82 % 86% % %IN A SHOP/ SHOPPING IN A COFFEE AT AN OUTSIDE A IN A CINEMA FOYER SHOP IN A SHOPPINGSUPERMARKET SUPERMARKET MALL AIRPORT 70 70 % 72 77 75 % % % 76% %WAITING WAITING WALKING WHEN AT A IN A PUB/ IN A GYM/AT A TRAIN/TUBE AT A BUS DOWN THE SERVICE/ PETROL BAR/ LEISURESTATION STOP HIGH STREET STATION CLUB CENTREAppropriate product categories for interacting/purchasing with a poster using NFC 57% OF CONSIDER PURCHASINGSAID THEY WOULD BE LIKELY TO SMARTPHONE OWNERS DIRECT FROM A POSTER 90% APPROPRIATE TO INTERACT WITH ON A POSTER 80% CONSIDER PURCHASING FROM A POSTER 70% 60% 50% 40% 30% 20% 10% PURCHASE DELIVERED ELECTRONICALLY TO SMARTPHONE (ALL OTHERS PURCHASING COLLECTED IN STORE OR DELIVERED IN PERSON)Perception of brands using NFC technology Successful Innovative Premium A brand/market leader Worth talking about Engaging Trustworthy Arrogant Creative 86% INNOVATIVE 74% WORTH TALKING ABOUT 60% PREMIUM 84% CREATIVE 70% A BRAND/MARKET LEADER 46% TRUSTWORTHY 79% ENGAGING 64% SUCCESSFUL 18% ARROGANT