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