A report just out from a researcher at Southampton University, on behalf of screen software specialist PlasmaNet, will offer cold comfort for plasma screens manufacturers and content management service providers.
It considers the views of 100 shoppers on the effectiveness of content delivered via plasma screens at Bluewater, Victoria Place (London) and Royal Victoria Place (Tunbridge) Wells shopping centres.
Although there was certainly a lack of hostility to the introduction of content informing them of product offers, store adverts and general information, shoppers didn't seem to be all that excited about it either.
The report's author, Susannah O'Brien, was optimistic about the results.
She said there was support from shoppers on installing Captive Audience Networks. However, the results show that they are at best ambivalent towards shop and product adverts.
The majority of shoppers found the content shown on screens uninteresting, and two thirds were unlikely to have purchasing decisions influenced by adverts. The only information that seemed to get a bigger positive reaction than a negative one was general content about store opening times.
This news may dismay the organisers of the plasma screen pilots under way by retailers such as Tesco and Spar. However, 84 per cent of respondents said they would be likely to use touch-screen systems to get information about products in stores.
No comments yet