For those of you who have frequented my blog in the past you know that I have commented about digital signage statistics (or better said the lack there of). I am always interested to hear the findings of our fellow industry partners and encourage each to continue gathering data so digital signage can continue to move towards an accepted and measurable medium.
The success of media has always been reliant on measurement. Looking to traditional media, many a company has been formed to generate elaborate measuring schemes designed to determine the success or failure of a particular campaign. And although the viability of these measurements can be debated, each additional study furthers the strength of the measured medium. It appears that digital signage is finally being added to the measurements being made by third-party statistical houses.
In my recent post entitled “Neilsen completes measurement study”, I addressed the need for more third-party studies. I’m happy to post another report which was published by Arbitron and is much wider reaching than the information currently available from Neilsen. For those not familiar with Arbitron, they are a company with equivalent credibility to Neilsen when it comes to media measurements which help advertisers justify their investment in a particular medium.
I’ve listed what Arbitron calls “Significant Highlights” below but you can download the entire report for free here.
For those interested in more statistics, we’ve started another blog focused entirely on reports on the industry. We’ll keep that updated daily and be sure to post the big stories over here or at least reference our other blog articles.
Significant Highlights
One-third of Americans have watched in-store video. Thirty-three percent of consumers recall seeing video screens in a store--not counting sets for sale in the television department.
One in 10 shoppers make a habit out of watching retail video. Ten percent of consumers who have seen video screens in a store say they either always or frequently stop to watch. Another 32% sometimes stop to view video screens they pass in a store.
Most video programming viewed featured products sold in the store. Eighty-one percent of shoppers who have seen retail video say the programming focused on merchandise available in the store. Almost half (47%) recall learning about specials or sales from the video displays.
Over half of retail video viewers think more stores should install displays. Fifty-two percent of the cnsumers who have watched in-store video feel that more stores should run video programming.
More than three-quarters of retail video viewers find the screens helpful. Sixteen percent of the consumers who have seen video in a store feel the displays that feature product or sale information are very helpful, and another 62% find them somewhat helpful.
Close to 30% of retail video viewers have made an unplanned purchase. Twenty-nine percent of the consumers who have seen video in a store say they bought a product they were not planning on buying after seeing the product featured on the in-store video display.
If given a choice, 42% of retail video viewers would prefer to shop in a store that has video displays. Over 40% of consumers who have seen video in a store say that in the future they would choose to shop in a store with video screens versus one without.
Consumers are most insterested in video that focuses on store sales, product information, and special events. Eighty-one percent of all consumers, regardless whether they have already experienced in-store video, are most interested in seeing video programming for the store they are in--including sales and specials (81%), product information (72%) and special events (68%).
Young adults are interested in watching music videos while they shop. Seventy-two percent of consumers age 18-34 are interested in watching music videos on video screens in the stores where they shop.
Almost half of male shoppers are interested in sports news and scores. Forty-six percent of men are interested in getting sports updates from video screens while shopping.
