The document discusses research into smartphone owners' use of mobile technologies like NFC, QR codes, barcodes and augmented reality. It found that while many are aware of these technologies, actual usage is much lower, and awareness of NFC's capabilities is especially low. The research suggests education from mobile providers, retailers and manufacturers could increase understanding and adoption of NFC technologies for mobile payments, ticketing, coupons and interacting with advertisements. Brands that implement these technologies are seen as innovative leaders by smartphone users.

1. SMARTPHONE
REAL WORLD
INTERACTORS
The research
1000 550 UKOWNERS
SMARTPHONE
442 USA
ONLINE INTERVIEWS
WHO HAD USED ONE OF THE
FOLLOWING TECHNOLOGIES
ON THEIR SMARTPHONES
NEAR-FIELD
COMMUNICATION QUICK MOBILE
RESPONSE BLUETOOTH
AUGMENTED
REALITY (AR)
HALF
HAD USED THESE
TECHNOLOGIES TO
(NFC)
INTERACT
(QR CODE)
WITH AN
MOBILE
PAYMENTS
BARCODE
SCANNER
VISUAL
SEARCH ADVERT
Mobile technologies
EVER USED AWARENESS
MOBILE 85% 98%
BLUETOOTH
QR 65% 94%
CODE
BARCODE 63% 93%
SCANNER
MOBILE 13% 69%
PAYMENTS
NFC 18% 51% 92% 77%
VISUAL 20% 45%
SEARCH
MOBILE 15% 39%
AR
20% 10%
The mobile advertising interactive experience
84% ENJOYED THE
81%
WOULD RECOMMEND
THE EXPERIENCE
72%
TOLD OTHERS
EXPERIENCE TO OTHER PEOPLE
63%
VISITED THE
55%
SOUGHT MORE
36%
BOUGHT
BRAND’S WEBSITE INFORMATION
SOMETHING
29% FOLLOWED THE BRAND
ON SOCIAL MEDIA
Importance of mobile technology is growing...
CURRENT PHONE NEXT PHONE
MOBILE 57% 64%
BLUETOOTH
QR 40% 51%
CODE
BARCODE 46% 55%
SCANNER
MOBILE 29% 40%
PAYMENTS
NFC 23% 36%
VISUAL 24% 32%
SEARCH
MOBILE 23% 31%
AR
Perceived benefits of mobile technologies
90% 86OF % 83%
LOCAL EASE TO ACCESS
INFORMATION ACCESS
TO CONTENT
PRICE
COMPARISONS
75% INTERACTING
71%
ADDING
51%
CHECKING IN
JUST FOR EVENTS
FUN TO YOUR CALENDAR
NFC understanding - education is required
ALMOST ONCE NFC TECHNOLOGY
IS DEMONSTRATED
2/3 OF
60%
AWARENESS
SMARTPHONE OWNERS
DON’T KNOW IF THEIR
PHONE HAS NFC
OF NFC
INCREASED TO
6 in10
YES DEFINITELY
YES MAYBE
NO
OF THOSE WITH AN
NFC-ENABLED PHONE
DON’T REALISE IT
In what context is NFC known
90% 87% 70% BANK MOBILE
PHONES
SHARING
CONTENT
CARD
CONTACTLESS
CONTACTLESS
PAYMENTS
WITH OTHER
NFC-ENABLED
PHONES
PAYMENTS E.G. GOOGLE WALLETS
64% 61% TICKETING
FOR EXAMPLE
OYSTERCARD
FOR INTERACTING
WITH POSTERS
USING YOUR
MOBILE
81% 42%
19% 1/3 OF
DEFINITELY HAVE A
CONTACTLESS
YET ONLY
THESE PEOPLE
PAYMENT CARD HAVE USED IT
WHO SHOULD
EDUCATE?
73% 61% 50% 51%
MOBILE
PHONE
RETAILERS
WHO MIGHT USE
MOBILE
PHONE
MOBILE PHONE
HANDSET
THE TECHNOLOGY MANUFACTURES
NETWORKS RETAILERS
42% 33% 20% 19%
BANK OWNERS OF POSTER
POSTER SITES OFCOM/
FEDERAL
THE
GOVERN-
BUILDING
SOCIETIES
THAT USE NFC
TECHNOLOGY COMMUNICATIONS MENT
COMMISSION
95%
THINK POSTERS NEED A COMMON NFC LOGO AS A CALL-TO-ACTION
NFC future adoption
70%
IMPORTANT
ON NEXT PHONE
AFTER VIEWING OOH
INTERACTION
VIDEO
36%
IMPORTANT ON
NEXT
68%
PHONE
23%
IMPORTANT ON
CURRENT
PHONE
INTEND TO CHANGE
THE IMPORTANCE OF NFC ON MOBILES WILL
THEIR HANDSET
INCREASE WITH TIME AND KNOWLEDGE IN THE NEXT YEAR
NFC technologies adoption
NFC TECHNOLOGIES PERCEIVED AS USEFUL
AND LIKELY TO ADOPT IN THE FUTURE
NFC TICKETING
BANK MOBILE SHARING FOR INTERACTING WITH
FOR EXAMPLE
PHONES CONTENT POSTERS
TECHNOLOGIES
OYSTERCARD
CARD CONTACTLESS WITH OTHER NFC USING YOUR
MOBILE
CONTACTLESS
PAYMENTS PAYMENTS
E.G. GOOGLE WALLETS
ENABLED PHONES
PERCEIVED
AS USEFUL 74% 70% 71% 67% 54%
LIKELY
TO ADOPT
55% 58% 53% 57% 42%
NFC poster adoption
IF SMARTPHONE
OWNER SAW A 30%
ARE UNLIKELY
POSTER TO USE
NFC
88%
THAT INTERESTED THEM
POSTERS
AS THEY BELIEVE:
59JUST A
IT’S
%
GIMMICK
WOULD CONSIDER 26%
USING NFC HAS SECURITY
RISKS
TO INTERACT WITH 10%
THE POSTER WORRIED ABOUT
VIRUSES
18% 35%
Reasons to interact with posters
LINKING TO GAMING CONTENT 34% 69%
PLAYFUL
INTERACTING JUST FOR FUN 67%
LIKING/FOLLOWING A BRAND 45%
CHECKING IN 52% 72%
SOCIAL
SHARING CONTENT WITH SOMEONE 59%
ENTERING A COMPETITION 57%
BUYING SOMETHING 57% 92%
FUNCTIONAL
ADDING EVENTS TO YOUR CALENDAR 66%
CAPTURING CONTACT DETAILS 66%
DOWNLOADING AN APP 69%
ACT AS A SHORTCUT 69%
EASILY ACCESSING CONTENT/WEB PAGES 76%
COMPARING PRICES 77%
GETTING LOCATION INFORMATION/DIRECTIONS 84%
DOWNLOADING VOUCHERS/SPECIAL OFFERS 85%
Locations you would consider interacting
with a poster using NFC
82
86
%
%
88 86 82
% 86% % %
IN A SHOP/ SHOPPING IN A COFFEE
AT AN OUTSIDE A IN A CINEMA
FOYER
SHOP
IN A SHOPPING
SUPERMARKET SUPERMARKET
MALL AIRPORT
70
70
%
72
77
75
%
%
%
76%
%
WAITING WAITING WALKING WHEN AT A IN A PUB/ IN A GYM/
AT A TRAIN/
TUBE
AT A BUS DOWN THE
SERVICE/
PETROL BAR/ LEISURE
STATION STOP HIGH STREET STATION
CLUB CENTRE
Appropriate product categories for interacting/
purchasing with a poster using NFC
57% OF CONSIDER PURCHASINGSAID THEY WOULD BE LIKELY
TO
SMARTPHONE OWNERS
DIRECT FROM A POSTER
90%
APPROPRIATE TO INTERACT WITH ON A POSTER
80%
CONSIDER PURCHASING FROM A POSTER
70%
60%
50%
40%
30%
20%
10%
PURCHASE DELIVERED ELECTRONICALLY TO SMARTPHONE
(ALL OTHERS PURCHASING COLLECTED IN STORE OR DELIVERED IN PERSON)
Perception of brands using NFC technology
Successful
Innovative Premium
A brand/market leader
Worth talking about
Engaging Trustworthy
Arrogant
Creative
86% INNOVATIVE 74% WORTH TALKING ABOUT 60% PREMIUM
84% CREATIVE 70% A BRAND/MARKET LEADER 46% TRUSTWORTHY
79% ENGAGING 64% SUCCESSFUL 18% ARROGANT