Visual Trust Research UK - Executive Summary
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Visual Trust Research UK - Executive Summary

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In conjunction with research house Opinion Matters, Monotype Imaging ...

In conjunction with research house Opinion Matters, Monotype Imaging
conducted a quantitative research study commencing 19.08.09 until 02.09.09 of
2,117 UK consumers to discover how important effective typography is in relation
to consumer trust in products and brands presented on the mobile phone.

There are some interesting findings here about mobile usage across age and gender as well as sharing some implications for m-commerce and mobile marketing.

I have permission from Monotype Imaging to share this document. Contact them directly for the full report.

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    Visual Trust Research UK - Executive Summary Visual Trust Research UK - Executive Summary Document Transcript

    • Visual Trust Research UK Executive Summary 2009
    • Introduction In conjunction with research house Opinion Matters, Monotype Imaging conducted a quantitative research study commencing 19.08.09 until 02.09.09 of 2,117 UK consumers to discover how important effective typography is in relation to consumer trust in products and brands presented on the mobile phone. Key research findings The following pages display the results to the questions asked in the survey and include a brief overview of what the results show.
    • Q.1 Apart from making calls and text messaging, which of the following do you use your mobile phone for? 46 ANSWER OPTION BY No. BY % % BY AGE RANGE 23 45 Surfing the web 367 17.3 35 16 - 24 31 38 6 23 Diary 354 16.7 4 34 % BY AGE RANGE 22 32 23 Checking emails 351 16.6 25 - 34 20 22 5 15 4 Train times 219 10.3 18 % BY AGE RANGE 20 15 6 Maps /GPS 219 10.3 35 - 44 9 6 9 5 4 Cinema times 211 10.0 8 % BY AGE RANGE 17 9 4 5 45 - 54 Don’t own a mobile 191 9.0 4 11 3 3 4 Book a restaurant 156 7.4 % BY AGE RANGE 7 5 4 55+ 3 3 Banking 66 3.1 12 4 1 Half of consumers use the mobile phone for activity There is also a clear distinction by age since younger aside from just making calls and text messaging. It users tend to use their phones for more functions has become the key proponent for surfing the web, than older users but there is little difference in the whether that be checking online banking accounts, functions the sample uses by gender. booking a table at a restaurant or checking train times.
    • Q.2 Have you ever considered the role a font plays in a company’s brand? 30 ANSWER OPTION BY No. BY % % BY AGE RANGE 36 No, not really 887 41.9 16 - 24 11 24 Yes, probably 504 23.8 33 % BY AGE RANGE 35 No, definitely not 391 18.5 25 - 34 14 19 Yes, definitely 335 15.8 47 % BY AGE RANGE 18 35 - 44 19 40% of people claim to have considered the role 16 a font plays in a company’s brand. 45 % BY AGE RANGE With nearly half of all users now using their phones 23 to gather information from the Internet, presenting 45 - 54 21 content with consistent typography can contribute 12 to the way a user perceives it. 45 % BY AGE RANGE A higher proportion of younger users are more 18 aware of the role fonts play in a company’s brand than 55+ 22 older users but there is little difference by gender. 15 Q.3 If you were sent details from a source that you often use (your bank, for example) but it appeared in a different font, would you trust that it’s from a reliable source? 50 ANSWER OPTION BY No. BY % % BY AGE RANGE 35 No, not really 1083 51.2 16 - 24 15 No, definitely not 732 34.6 49 % BY AGE RANGE 37 Yes, probably 289 13.7 25 - 34 12 2 Yes, definitely 13 0.6 55 % BY AGE RANGE 31 35 - 44 13 An overwhelming majority (86%) would not trust 1 that a communication from a source they often use 55 (a bank, for example) was from a reliable source % BY AGE RANGE 30 if the details were sent in a different font. 45 - 54 15 With the recent spate of data breaches, spam has come to the forefront of the nation’s attention – 45 this is reflected in this question. % BY AGE RANGE 40 55+ 14
    • Q.4 Would you give your details to a site that had all the regular text in place, but had a logo which contained a different font to the one you are used to? ANSWER OPTION BY No. BY % No, definitely not 1149 54.3 No, not really 795 37.6 Yes, probably 159 7.5 Yes, definitely 14 0.7 46 % BY AGE RANGE 39 16 - 24 15 46 % BY AGE RANGE 42 25 - 34 11 51 % BY AGE RANGE 40 35 - 44 8 2 55 % BY AGE RANGE 39 45 - 54 6 67 % BY AGE RANGE 29 55+ 3 This very specific question underlines just how much faith consumers do actually place in typography. Even if everything else seemed normal, just the font in a logo would be enough to dissuade a potential customer from surrendering their personal information. This truly highlights that, although the majority of consumers claim not to consider the role of typography, it is an essential part of the mobile marketing mix. This more specific question, which focuses on the presentation of the logo, reveals that senior users are more sensitive to this.
    • Q.5 If presented with these images on your mobile phone, which would you trust? Image 1 Image 2 ANSWER OPTION BY No. BY % % BY AGE RANGE 97 Image 1 1895 89.5 16 - 24 3 Image 2 222 10.5 % BY AGE RANGE 95 25 - 34 5 When faced with two images – one using a company’s correct font and the other using a % BY AGE RANGE 87 standard mobile font – today’s spam conscious consumer would immediately recognise Barclays’ 35 - 44 13 proper corporate display and would be very hesitant to hand over details to a less “impressive” looking version. % BY AGE RANGE 55 45 - 54 30 % BY AGE RANGE 84 55+ 16
    • Conclusions • There is an inherent, sub-conscious trust in typography • Despite most consumers claiming they do not consciously consider fonts, there are cases where they would not trust a promotion and certainly not give up their personal details if the content was not presented correctly with the right fonts. • To capitalise on mobile marketing and maximise response brands need to take their identity components, including their fonts, out to mobile authentically. For a full copy of this research please contact info@monotype.co.uk About Monotype Imaging Monotype Imaging is a global provider of text imaging solutions for manufacturers and developers of consumer electronics devices including laser printers, copiers, mobile phones, digital televisions, set-top boxes, navigation devices, digital cameras and software applications and operating systems. The company also provides printer drivers and colour imaging technologies to OEMs (original equipment manufacturers). Monotype Imaging technologies are combined with access to more than 10,000 typefaces from the Monotype®, Linotype® and ITC® typeface libraries - home to some of the world’s most widely used designs, including the Times New Roman®, Helvetica® and ITC Franklin Gothic™ typefaces. Fonts are licensed to creative and business professionals through custom font design services, direct sales or e-commerce portals. Monotype Imaging offers fonts and industry-standard solutions that support all of the world’s major languages. The company is based in Woburn, Massachusetts, U.S. with regional offices in the U.K., Germany (Linotype), Japan, China and Korea, in addition to U.S. regional offices in Mt. Prospect, Illinois, Redwood City, California and Boulder, Colorado. Information about Monotype Imaging and its products can be found at: www.monotypeimaging.com
    • Monotype Imaging Inc. (Corporate) In the UK, Europe, Pacific Rim and rest of the world Linotype GmbH 500 Unicorn Park Drive Hardware/Software Developers: info@monotype.co.uk Werner-Reimers-Straße 2-4 Woburn, MA 01801 Graphic Design Professionals: tec.europe@monotypeimaging.com 61352 Bad Homburg Phone: (781) 970-6000 Germany Fax: (781) 970-6001 Monotype Imaging Ltd. Phone: +49 (0) 6172 484-418 Toll Free: (800) 424-8973, prompt 2 Unit 2, Perrywood Business Park Fax: +49 (0) 6172 484-429 (US & Canada Only) Salfords, Redhill Surrey RH1 5DZ, England China Type Design Ltd. Monotype Imaging Inc. Phone: +44 (0) 1737 765959 7A Yardley Commercial Building 1699 Wall Street, #420 UK Freefone: 0800 371242 3 Connaught Road West, Sheung Wan Mt. Prospect, IL 60056 Fax: +44 (0) 1737 769243 Hong Kong Phone: (847) 718-0400 UK Freefax: 0800 220692 Phone: 852 2575 6789 Fax: (847) 718-0500 Fax: 852 2591 9232 Monotype Imaging K.K. 8th floor Hikari Building 1-43-7 Yoyogi Shibuya-ku, Tokyo 151-0053, Japan Phone: 81 3 5304 0920 Fax: 81 3 5304 0921 Monotype Imaging Inc. (Korea) #818, West Tower of Hanshin InterValley 24 Bldg. 707-34, Yeoksam 2-dong Gangnam-gu, Seoul, 135-918 Korea Phone: 82-2-2183-3793 Fax: 82-2-2183-3795 www.monotypeimaging.com Monotype is a trademark of Monotype Imaging Inc. registered in the U.S. Patent and Trademark Office and may be registered in certain jurisdictions. © 2009 Monotype Imaging Holdings Inc. All rights reserved.