Study: French people's opinion of digital screens

Club Digital Media has just unveiled the results of a study on French people's opinions of outdoor and point-of-sale digital signage screens. Carried out by the IFOP institute in January 2021, the study involved a sample of 1,005 individuals representative of the French population aged 18 and over. Key findings:

• Screens are attractive: 70% of French people pay attention to digital screens.
• Content must provide information (57%) or introduce new products.
• Screens have an impact on consumer behavior: 1 in 2 young people have already reacted after being exposed to information via a digital screen (drive-to-web or on the move). This impact extends to the act ofpurchase for ¼ of 18-24 year-olds.
  
  

Digital screens enhance the in-storecustomer experience.

Digital screens, an integral part of the French lifestyle

• Almost all French people are in contact contact with digital screens (86%), whether in enclosed spaces or on the street, and a quarter (27%) do so on a regular basis.
• The main exhibition venues are the street, followed by shops and transport.
  
  

The effective digital screen for capturing attention and enhancing informative content

The effectiveness of digital screens is widely recognized, particularly among the younger generation. Far from generating saturation or rejection, frequent exposure to digital screens reinforces the perception of the effectiveness of these media.

Among the main findings, we learn that 70% of French people say they pay attention to digital screens, 27% of whom say they watch them systematically. 59% of French people consider screens to be effective. This figure rises to 74% in the 18-24 age bracket.

Information is the primary function expected of digital screens (57%), ahead of product discovery (37%) and entertainment (24%).

Expectations of digital screens (assisted)

Screens are more effective with the under-35s 

The study significantly reveals that the under-35s, and even more so the 18-24s, are particularly receptive to digital screens. 

• Among 18-24 year olds, 99% are exposed to digital screens, 88% often or from time to time.
• The under-35s, and even more so the 18-24s, are particularly receptive to digital screens.
• 7 out of 10 find this format effective.
• 1 in 2 has already reacted after being exposed to information via a digital screen (drive-to-web or moving around a site).
• For ¼ of 18-24 year-olds, this impact extends to the act of buying.

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 1st manifestation of this, ahead of sharing with friends and family.

The under-35s are prime targets for digital signage, as the transformation works very strongly with them: 59% of the under-25s and 49% of the under-35s have already reacted after being exposed to information via a digital screen (versus 35% of the French population).Drive-to-web is the 1st manifestation (19% on average and 30% among 18-24 year-olds), ahead of sharing with friends and family (11% on average and 23% among 18-24 year-olds) and visiting a site (9% on average and 17% among 18-24 year-olds).

A quarter of 18-24 year-olds also say they have already made a purchase after viewing content on a screen (vs. 9% of the overall population).

Types of locations most likely to be exposed to digital screens

Retail outlets (65%), transit and transport areas (51%), and waiting rooms are the places where digital signage is deemed most relevant. The street (32%) may also be a suitable location, but less so than for paper billboards.

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The Club du Digital Media is a professional network bringing together all companies active in the digital signage sector. The Digital Media Club's mission is to encourage and federate all digital signage businesses, with the aim of integrating their projects more fully into the advertising and media landscape. To date, the Club has over 50 member companies, including Philips, LG, ExterionMedia, Imediacenter, Scala and Cenareo.
More information : www.clubdigitalmedia.fr