Downloaded 30 times
Uploaded byDenis Gaumondie
Posterscope/Clear Channel : Smartphone Real World Interactors
The document discusses research into smartphone owners' use of mobile technologies like NFC, QR codes, barcodes and augmented reality. It found that while many are aware of these technologies, actual usage is much lower, especially for NFC. The research also examined people's perceptions of using these technologies to interact with advertisements and found positive responses. However, education is still needed on what NFC is and how it works before adoption increases. Brands that use these mobile technologies were seen as innovative but not necessarily arrogant.
Posterscope/Clear Channel : Smartphone Real World Interactors
- 1. SMARTPHONE REAL WORLD INTERACTORS The research 1000 550 UKOWNERS SMARTPHONE 442 USA ONLINE INTERVIEWS WHO HAD USED ONE OF THE FOLLOWING TECHNOLOGIES ON THEIR SMARTPHONES NEAR-FIELD COMMUNICATION 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 ADVERT Mobile 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 MEDIA Importance 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% AR Perceived 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 CALENDAR NFC 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 IT In what context is NFC known 90% 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 IT WHO SHOULD EDUCATE? 73% 61% 50% 51% MOBILE PHONE RETAILERS WHO MIGHT USE MOBILE PHONE MOBILE PHONE HANDSET THE TECHNOLOGY MANUFACTURES NETWORKS RETAILERS 42% 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-ACTION NFC 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 YEAR NFC technologies adoption NFC TECHNOLOGIES PERCEIVED AS USEFUL AND 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 PHONES PERCEIVED AS USEFUL 74% 70% 71% 67% 54% LIKELY TO 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 interacting with 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 SHOPPING SUPERMARKET 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/ LEISURE STATION STOP HIGH STREET STATION CLUB CENTRE Appropriate 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