Stats that prove Canadian shoppers are eyeing interactive displays

TV commercials remain king and direct mail shouldn’t be underestimated, but recent research from BrandSpark International suggests out-of-home digital signage has become one of the biggest marketing opportunities for Canadian retailers.

Released in June, the BrandSpark Canadian Shopper Study is based on a sample of more than 100,000 households across the country and provides analysis on the major media influences on consumer attitudes towards innovation, convenience, value and other factors.

Some key stats worth bearing in mind for the interactive display sector include:

• 68 per cent of all Canadian shoppers had seen OOH ads within the week before they were surveyed. This suggests the majority of Canadians are becoming accustomed to digital signage in their daily life, particularly as they visit their favourite merchants.
• 71 per cent of respondents said they walk along all of the aisles in their local grocery store to ensure they get everything they need. This could mean putting digital signage in the right areas to market specific products and services to potential customers before they reach the checkout aisle.
• 79 percent of consumers said they were influenced by OOH ads, second only to TV commercials at 85 percent. Direct mail came in third at 77 percent.
• 65 per cent of Canadian consumers do not preselect brands when planning their shopping lists. If they haven’t made up their minds, in other words, there’s ample opportunity for digital signage to have an impact.

Perhaps most significantly, the BrandSpark International study further reinforces the notion that people want to more than simply look at digital signage. According to the research, of the 47 percent of surveyed shoppers who won a smartphone, 44 percent are interested in downloading mobile coupons, while 29 percent would participate in online contests and 22 percent would like to make instant purchases.

Download the complete BrandSpark Canadian Shopper Study to get more ideas on how to use digital OOH signage to engage retail customers.