Posterscope nfc infographic
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Transcript of Posterscope nfc infographic
SMARTPHONEREAL WORLDINTERACTORS
1000ONLINE INTERVIEWS
WHO HAD USED ONE OF THEFOLLOWING TECHNOLOGIESON THEIR SMARTPHONES
HAD USED THESE
WITH ANINTERACT
ADVERT
TECHNOLOGIES TO
HALF
SMARTPHONE OWNERS550 UK 442 USA
The research
BARCODESCANNER
QUICKRESPONSE(QR CODE)
NEAR-FIELDCOMMUNICATION
(NFC)MOBILEBLUETOOTH
AUGMENTEDREALITY (AR)
MOBILEPAYMENTS
VISUALSEARCH
Mobile technologies
MOBILEBLUETOOTH 85% 98%
QRCODE 65% 94%
BARCODESCANNER 63% 93%
MOBILEPAYMENTS 13% 69%
NFC 18% 51%
VISUALSEARCH 20% 45%
MOBILEAR 15% 39%
EVER USED AWARENESS
92% 77%
20% 10%
The mobile advertising interactive experience
84%ENJOYED THE EXPERIENCE
72%TOLD OTHERS
81%WOULD RECOMMENDTHE EXPERIENCETO OTHER PEOPLE
55%SOUGHT MOREINFORMATION
36%BOUGHTSOMETHING
63%VISITED THEBRAND’S WEBSITE
29%FOLLOWED THE BRANDON SOCIAL MEDIA
Importance of mobile technology is growing...
MOBILEBLUETOOTH 57% 64%
QRCODE 40% 51%
BARCODESCANNER 46% 55%
MOBILEPAYMENTS 29% 40%
NFC 23% 36%
VISUALSEARCH 24% 32%
MOBILEAR 23% 31%
CURRENT PHONE NEXT PHONE
90% 86%LOCALINFORMATION
EASE OF
TO CONTENT
83%TO ACCESS
PRICECOMPARISONS
ACCESS
75% 71%INTERACTINGJUST FOR
FUNADDINGTO YOUR CALENDAR
51%CHECKING IN
EVENTS
Perceived benefits of mobile technologies
NFC understanding - education is required
2/3 OFALMOSTSMARTPHONE OWNERS
PHONE HAS NFCDON’T KNOW IF THEIR
6in10OF THOSE WITH AN
DON’T REALISE ITNFC-ENABLED PHONE
60%AWARENESS
ONCE NFC TECHNOLOGYIS DEMONSTRATED
OF NFCINCREASED TO
YES DEFINITELYYES MAYBENO
90% 87%
In what context is NFC known
BANKCARDCONTACTLESSPAYMENTS
64%TICKETINGFOR EXAMPLEOYSTERCARD
MOBILEPHONESCONTACTLESS
E.G. GOOGLE WALLETSPAYMENTS
70%SHARINGCONTENTWITH OTHER
PHONESNFC-ENABLED
61%FOR INTERACTINGWITH POSTERSUSING YOURMOBILE
81% 42%
19%CONTACTLESSPAYMENT CARD
DEFINITELY HAVE A 1/3 OFYET ONLY
THESE PEOPLEHAVE USED IT
WHO SHOULDEDUCATE?
73%MOBILEPHONENETWORKS
42%BANKBUILDINGSOCIETIES
33%OWNERS OF POSTERPOSTER SITESTHAT USE NFC TECHNOLOGY
51%MOBILE PHONEHANDSETMANUFACTURES
19%THEGOVERN-MENT
61%RETAILERSWHO MIGHT USETHE TECHNOLOGY
MOBILEPHONERETAILERS
50%
20%OFCOM/FEDERALCOMMUNICATIONSCOMMISSION
95%THINK POSTERS NEED A COMMON NFC LOGO AS A CALL-TO-ACTION
NFC technologies adoption
AS USEFULPERCEIVED
TO ADOPTLIKELY
TECHNOLOGIESNFC
NFC TECHNOLOGIES PERCEIVED AS USEFUL
NFC future adoption
23%
36%
70%
IMPORTANT ON
NEXTPHONE
IMPORTANT
THE IMPORTANCE OF NFC ON MOBILES WILLINCREASE WITH TIME AND KNOWLEDGE
AFTER VIEWING OOHON NEXT PHONE
INTERACTION
VIDEO
IMPORTANT ON
CURRENTPHONE 68%
INTEND TO CHANGETHEIR HANDSETIN THE NEXT YEAR
58%
70%
BANKCARDCONTACTLESSPAYMENTS
55%
74%
TICKETINGFOR EXAMPLEOYSTERCARD
53%
71%
MOBILEPHONESCONTACTLESS
E.G. GOOGLE WALLETSPAYMENTS
57%
67%
SHARINGCONTENTWITH OTHER NFCENABLED PHONES
42%
54%
FOR INTERACTING WITH
POSTERSUSING YOURMOBILE
AND LIKELY TO ADOPT IN THE FUTURE
NFC poster adoption
30%ARE UNLIKELY
TO USE
59%IT’S JUST AGIMMICK
26%HAS SECURITY
RISKS10%WORRIED ABOUT
VIRUSES
NFCPOSTERSAS THEY BELIEVE:
IF SMARTPHONEOWNER SAW A POSTERTHAT INTERESTED THEM
88%WOULD CONSIDER
USING NFCTO INTERACT WITHTHE POSTER
18% 35%
Reasons to interact with posters
LINKING TO GAMING CONTENT 34%
EASILY ACCESSING CONTENT/WEB PAGES 76%
INTERACTING JUST FOR FUN 67%
LIKING/FOLLOWING A BRAND 45%
SHARING CONTENT WITH SOMEONE 59%
CHECKING IN 52%
ENTERING A COMPETITION 57%
BUYING SOMETHING 57%
ADDING EVENTS TO YOUR CALENDAR 66%
DOWNLOADING AN APP 69%
CAPTURING CONTACT DETAILS 66%
ACT AS A SHORTCUT 69%
COMPARING PRICES 77%
GETTING LOCATION INFORMATION/DIRECTIONS 84%
DOWNLOADING VOUCHERS/SPECIAL OFFERS 85%
69%PLAYFUL
72%SOCIAL
92%FUNCTIONAL
Locations you would consider interacting with a poster using NFC
88%
77%
76%
75%
82%
82%
86%
72%
70%
70%
86%
86%
IN A SHOP/SUPERMARKET
WAITINGAT A TRAIN/
TUBESTATION
WHEN AT A
PETROLSTATION
IN A PUB/
BAR/CLUB
IN A GYM/LEISURECENTRE
WAITINGAT A BUSSTOP
WALKINGDOWN THEHIGH STREET
OUTSIDE ASUPERMARKETAT AN
AIRPORT
SHOPPINGIN A SHOPPING
MALLIN A COFFEE
SHOPIN A CINEMA
FOYER
SERVICE/
CO
NS
IDE
R P
UR
CH
AS
ING
FR
OM
A P
OS
TER
AP
PR
OP
RIA
TE T
O IN
TER
AC
T W
ITH
ON
A P
OS
TER
Appropriate product categories for interacting/purchasing with a poster using NFC
90%
80%
70%
60%
50%
40%
30%
20%
10%
57%OF SMARTPHONE OWNERS SAID THEY WOULD BE LIKELY TO CONSIDER PURCHASING DIRECT FROM A POSTER
PURCHASE DELIVERED ELECTRONICALLY TO SMARTPHONE(ALL OTHERS PURCHASING COLLECTED IN STORE OR DELIVERED IN PERSON)
Perception of brands using NFC technology
Innovative
CreativeEngaging
Worth talking aboutA brand/market leader
SuccessfulPremium
TrustworthyArrogant
86% INNOVATIVE84% CREATIVE79% ENGAGING
74% WORTH TALKING ABOUT70% A BRAND/MARKET LEADER64% SUCCESSFUL
60% PREMIUM46% TRUSTWORTHY18% ARROGANT