Seventh edition of UK digital signage survey highlights use of technology on rise across the country
Seventh edition of UK digital signage survey highlights use of technology on rise across the country
The number of shops that are now using digital signage has nearly quadrupled since 2007 and this number is set to continue to grow according to the seventh edition of the UK digital signage survey conducted by POPAI UK & Ireland, the trade association for companies involved in point-of-purchase and retail communications.
The survey found just over 46,000 stores are now using digital signage, compared to 12,500 three years ago. This figure was predicted to rise to 58,000 by the end of 2011.
The new survey, which was commissioned by LG Electronics, and polled UK retailers, brand owners, shopping centres and network operators, also found that consumers’ experience of digital signage is set to become increasingly sophisticated as more touchscreen technology designed specifically for the retail market is introduced. Currently only one in five retailers use interactive screens, but nearly half of those surveyed said they would install touchscreen technology in 2011, with a further 25% considering it as a possibility.
More sophisticated deployments
Warren Lewis, LG Electronics sales director, said: “Retailers are becoming more sophisticated in their use of digital signage. This can be seen in the reduction of screens using sound, with more than two-thirds of respondents not synchronising screens with audio.
“It is also evident in their choice of visual material to get their messages across to consumers and the use of professional rather than domestic purpose screens,” he continued. “Retailers are beginning to realise that consumers are now expecting a more interactive experience. With the spread of touch screen mobile phones and tablet computers, many people have become used to using touch screens as part of everyday life. Interaction with visual media has become second nature to many, meaning they are more engaged with the material presented to them. Therefore, the use of this technology on digital signage is no longer being seen as an added bonus – it has become a necessity.”
Furthermore, almost three-quarters of those surveyed were using professional screens. As Lewis explained: “Many retailers used to just re-play their television adverts or corporate videos on digital signage, which in many cases was not appropriate for the retail environment.”
Increasingly content savvy retailers
The survey also showed that retailers are updating the content more regularly than they have done before. The majority (58%) update content on a weekly basis, with 40% updating at least daily. This increase of content frequency is being aided by a proliferation of screen network connectivity. More than half of respondents (57.5%) received content either through the internet, satellite or 3G.
Phil Day, business manager at POPAI UK & Ireland, said: “This survey is the most accurate gauge of retail digital signage in the UK currently available and it shows that the use of this media technology is on the increase and becoming more sophisticated. Much has changed since the last survey was conducted in 2007 in terms of the economy and technology. Therefore, we broadened our scope to focus also on the types of screen being used and the latest technology developments.”
Nick Gale, chief executive of UK digital signage agency Realisation, commented: “Those of us working in the industry are aware that there is an increasing penetration of digital signage networks across all retail sectors. LG and POPAI have enabled a particularly useful survey, which provides an accurate measurement of emerging networks and identifies the key trends behind this growth. Encouragingly, retailers now seem to be embracing new technologies and using dynamic bespoke content, more frequently updated to engage customers.”
