Rating: Clear Channel and Posterscope’s research exposes this finding
Aiming to establish if consumers would react positively to NFC enabled poster interactions, Clear Channel and Posterscope have accidentally exposed the fact that demand won’t be met. As market watcher Deloitte has pointed out, there will be a mere 200 million NFC enabled smartphones in existence by Q1 2013. Yet their joint survey of consumers found a massive 88 per cent of respondents stated that they would consider using NFC technology to interact with posters that interested them. Um, can you name a model which actually supports NFC? One of those Nokias for example? There you go … consumer demand for NFC definitely not be met. Anyway, the pair’s research into –Out-of-Home (OOH) ads and NFC technology still makes for interesting reading.The research demonstrated that 60 per cent of smartphone owners were unsure whether their phones were NFC enabled or not. We’d have expected that figure to have been higher.
The actual study was conducted last month [February 2012] in both the UK and USA and consisted of almost 1,000 online interviews with smartphone owners who had used at least one seven technologies on their mobile devices.
The list included: – QR codes; Bluetooth; barcode scanning; augmented reality (AR) ; visual search; and mobile payments as well as NFC itself.
Additionally, half of the respondents had used at least one of the technologies mentioned to interact directly with advertising.
The top reasons given for interaction with NFC-enabled posters were ‘downloading vouchers/special offers’; ‘getting local information’; ‘easy access to web content’; and ‘comparing prices’.
Significantly, 57 per cent of respondents’ stated that if they saw an OOH advertisement that interested them, they would be likely to use NFC for purchasing.
“What is clear is that although NFC has broad awareness, consumers are seeking more detailed guidance on its potential,” explained Emma Newman, director of marketing with Clear Channel.
“This research gives us great insight into where consumers stand currently hence enabling us help clients and brands to address consumer needs,” she added.
As James Davies, CSO with Posterscope, observed, “There have been lots of forecasts and research around the proliferation of NFC-enabled phones but very little regarding consumer adoption and what might motivate them to use NFC.”
Indeed, the joint research revealed that once the benefits of NFC are clearly explained, there is an appetite from consumers to interact with NFC enabled posters to connect, share, download and even buy using this technology.
More information here.
* QR code stands for Quick Response not Quick Reader