The Digital Media Club has just unveiled the results of a study on the opinion of French people on digital signage screens outside and in points of sale. This study, carried out by the IFOP Institute in January 2021, focused on a sample of 1005 individuals representative of the French population aged 18 and over. Key lessons to remember:
- The screens are attractive: 70% of French people pay attention to digital screens.
- Broadcast content must deliver The information (57%) or discover new products.
- Screens impact consumer behavior: 1 out of 2 young people has already reacted after being exposed to information via a digital screen (drive-to-web or moving to a place). This impact extends to the act ofPurchase for ¼ of 18-24 year olds.
Digital screens play on the customer experience in store.
Digital screens, an integral part of the French people's living environment
- Almost all French people are in contact with digital screens (86%), whether they are screens in closed places or on the street, a quarter (27%) being in contact with a regular frequency.
- The main exhibition areas are first and foremost the street, followed by shops and transport.
The effective digital screen to capture attention and enhance informative content
The effectiveness of digital screens is recognized, especially by the youngest. Far from generating saturation or rejection, frequent exposure to digital screens reinforces the perception of the effectiveness of these supports.
Among the main lessons, we learn that 70% of French people say they pay attention to digital screens, of which 27% say they look at them systematically. 59% of French people consider screens to be effective. This figure rises to 74% in the 18-24 age group.
Information is the first expected function of digital screens (57%), ahead of the discovery of new products (37%) and entertainment (24%).
Expectations with respect to digital screens (in assisted)
Screens are more effective for people under 35
The study reveals significantly that people under 35, and even more so those aged 18-24, are particularly receptive to digital screens.
- Among 18-24 year olds, 99% are exposed to digital screens, 88% often or from time to time
- People under 35, and even more so those aged 18-24, are particularly receptive to digital screens.
- 7 out of 10 consider this format to be effective.
- 1 out of 2 has already reacted after being exposed to information via a digital screen (drive-to-web or moving to a place).
- An impact going as far as the act of purchase for ¼ of 18-24 year olds.
Digital screens have a strong impact on the audience
A third of French people say they have already had a reaction after being exposed to information via a digital screen. Drive-to-web is the first manifestation of this, in front of sharing with loved ones.
People under 35 are prime targets for digital signage, with transformation operating very strongly with them: 59% of those under 25 and 49% of those under 35 have already reacted after being exposed to information via a digital screen (against 35% of the French population). Drive-to-web is the first manifestation of this (19% on average and 30% among 18-24 year olds), ahead of sharing with loved ones (11% on average and 11% on average and 23% among 18-24 year olds) and visiting a place (9% on average and 17% among 18-24 year olds).
A quarter of 18-24 people also say they have already made a purchase after seeing content on a screen (vs 9% of the overall population).
The most relevant types of places to be exposed to digital screens
Businesses (65%), transit and transport locations (51%), and waiting rooms are the places where the presence of digital signage is considered the most relevant. The street (32%) is a place that may also be appropriate, but less so than for paper signage.
The Digital Media Club is a professional network bringing together all companies active in the digital signage sector. The mission of the Digital Media Club is to animate and federate all digital professions for a greater integration of projects into the advertising and media landscape. To date, the Club has more than 50 member companies including Philips, LG, ExterionMedia, Imediacenter, Scala, and Cenareo.
More information: www.clubdigitalmedia.fr
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