SMARTPHONE REAL WORLD INTERACTORS 1000 ONLINE INTERVIEWS WHO HAD USED ONE OF THE FOLLOWING TECHNOLOGIES ON THEIR SMARTPHONES HAD USED THESE WITH AN INTERACT ADVERT TECHNOLOGIES TO HALF SMARTPHONE OWNERS 550 UK 442 USA The research BARCODE SCANNER QUICK RESPONSE (QR CODE) NEAR-FIELD COMMUNICATION (NFC) MOBILE BLUETOOTH AUGMENTED REALITY (AR) MOBILE PAYMENTS VISUAL SEARCH Mobile technologies MOBILE BLUETOOTH 85% 98% QR CODE 65% 94% BARCODE SCANNER 63% 93% MOBILE PAYMENTS 13% 69% NFC 18% 51 % VISUAL SEARCH 20% 45% MOBILE AR 15% 39% EVER USED AWARENESS 92% 77 % 20% 10% The mobile advertising interactive experience 84 % ENJOYED THE EXPERIENCE 72 % TOLD OTHERS 81 % WOULD RECOMMEND THE EXPERIENCE TO OTHER PEOPLE 55 % SOUGHT MORE INFORMATION 36 % BOUGHT SOMETHING 63 % VISITED THE BRAND’S WEBSITE 29 % FOLLOWED THE BRAND ON SOCIAL MEDIA Importance of mobile technology is growing... MOBILE BLUETOOTH 57 % 64 % QR CODE 40% 51 % BARCODE SCANNER 46% 55% MOBILE PAYMENTS 29% 40% NFC 23% 36% VISUAL SEARCH 24% 32 % MOBILE AR 23% 31 % CURRENT PHONE NEXT PHONE 90 % 86 % LOCAL INFORMATION EASE OF TO CONTENT 83 % TO ACCESS PRICE COMPARISONS ACCESS 75 % 71 % INTERACTING JUST FOR FUN ADDING TO YOUR CALENDAR 51 % CHECKING IN EVENTS Perceived benefits of mobile technologies NFC understanding - education is required 2/3 OF ALMOST SMARTPHONE OWNERS PHONE HAS NFC DON’T KNOW IF THEIR 6 in 10 OF THOSE WITH AN DON’T REALISE IT NFC-ENABLED PHONE 60 % AWARENESS ONCE NFC TECHNOLOGY IS DEMONSTRATED OF NFC INCREASED TO YES DEFINITELY YES MAYBE NO 90 % 87 % In what context is NFC known BANK CARD CONTACTLESS PAYMENTS 64 % TICKETING FOR EXAMPLE OYSTERCARD MOBILE PHONES CONTACTLESS E.G. GOOGLE WALLETS PAYMENTS 70 % SHARING CONTENT WITH OTHER PHONES NFC-ENABLED 61 % FOR INTERACTING WITH POSTERS USING YOUR MOBILE 81 % 42% 19 % CONTACTLESS PAYMENT CARD DEFINITELY HAVE A 1/3 OF YET ONLY THESE PEOPLE HAVE USED IT WHO SHOULD EDUCATE? 73 % MOBILE PHONE NETWORKS 42 % BANK BUILDING SOCIETIES 33 % OWNERS OF POSTER POSTER SITES THAT USE NFC TECHNOLOGY 51 % MOBILE PHONE HANDSET MANUFACTURES 19 % THE GOVERN- MENT 61 % RETAILERS WHO MIGHT USE THE TECHNOLOGY MOBILE PHONE RETAILERS 50 % 20 % OFCOM/ FEDERAL COMMUNICATIONS COMMISSION 95% THINK POSTERS NEED A COMMON NFC LOGO AS A CALL-TO-ACTION NFC technologies adoption AS USEFUL PERCEIVED TO ADOPT LIKELY TECHNOLOGIES NFC NFC TECHNOLOGIES PERCEIVED AS USEFUL NFC future adoption 23% 36% 70 % IMPORTANT ON NEXT PHONE IMPORTANT THE IMPORTANCE OF NFC ON MOBILES WILL INCREASE WITH TIME AND KNOWLEDGE AFTER VIEWING OOH ON NEXT PHONE INTERACTION VIDEO IMPORTANT ON CURRENT PHONE 68 % INTEND TO CHANGE THEIR HANDSET IN THE NEXT YEAR 58% 70% BANK CARD CONTACTLESS PAYMENTS 55% 74% TICKETING FOR EXAMPLE OYSTERCARD 53% 71 % MOBILE PHONES CONTACTLESS E.G. GOOGLE WALLETS PAYMENTS 57 % 67 % SHARING CONTENT WITH OTHER NFC ENABLED PHONES 42 % 54% FOR INTERACTING WITH POSTERS USING YOUR MOBILE AND LIKELY TO ADOPT IN THE FUTURE NFC poster adoption 30 % ARE UNLIKELY TO USE 59% IT’S JUST A GIMMICK 26% HAS SECURITY RISKS 10% WORRIED ABOUT VIRUSES NFC POSTERS AS THEY BELIEVE: IF SMARTPHONE OWNER SAW A POSTER THAT INTERESTED THEM 88 % WOULD CONSIDER USING NFC TO INTERACT WITH THE 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 WAITING AT A TRAIN/ TUBE STATION WHEN AT A PETROL STATION IN A PUB/ BAR/ CLUB IN A GYM/ LEISURE CENTRE WAITING AT A BUS STOP WALKING DOWN THE HIGH STREET OUTSIDE A SUPERMARKET AT AN AIRPORT SHOPPING IN A SHOPPING MALL IN A COFFEE SHOP IN A CINEMA FOYER SERVICE/ CONSIDER PURCHASING FROM A POSTER APPROPRIATE TO INTERACT WITH ON A POSTER 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 Creative Engaging Worth talking about A brand/market leader Successful Premium Trustworthy Arrogant 86% INNOVATIVE 84% CREATIVE 79% ENGAGING 74% WORTH TALKING ABOUT 70% A BRAND/MARKET LEADER 64% SUCCESSFUL 60% PREMIUM 46% TRUSTWORTHY 18 % ARROGANT