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Brits hungry for up-to-date info
Archived article dated Friday October 30th 2009
More than four out of five Brits would find real-time updates on digital signs when they are out and about useful, according to research from Telindus, a network integration specialist..
Travel updates topped the list of the most useful piece of information to receive when out of the house, with 70 per cent saying that signs located outside of tube and train stations warning of travel delays would make their lives easier. However, the nation is easily irritated by digital signage. Incorrect information is the biggest bug bear, followed by a lack of relevant information and hard to read text. Poorly located digital signs are also an annoyance for almost a third of Brits (32 per cent).
When it came to the most pointless information on display, signs warning of traffic jams when you are already sitting in one, secured top place with 46 per cent. Second in the league table, with 35 per cent, were out of order signs stating ‘no information available’? Out of date news and event adverts ranked the third most unpopular, with 34 per cent. Signs recommending commuters take an alternative route without offering any secured fourth place (26 per cent). And, signs showing error messages came in fifth in the most pointless digital signage league table (23 per cent).
“Digital signage faux pas have meant that the medium has suffered a chequered reputation with consumers. However, as we move increasingly into a digital age, real time information is becoming even more valuable,” said Nick Burrows, Product manager digital media solutions at Telindus. “Information really is power and it has the ability to make our lives easier. Whether it is stopping us from waiting on a platform for a train that won’t arrive or telling us about a special offer, digital signage provides a rich source of information. We just need to focus on getting the right information in the right places, at the right time.”
The British hunger for real-time information isn’t just reserved for the commute. Brits are also keen to receive new information during their retail and leisure time. 35 per cent of Brits would pay attention to signs detailing how long they will have to wait for their food and drink in bars and restaurants. While 23 per cent of consumers would be keen to see a sign displaying when a band was due to come on stage at gigs and concerts. When shopping, thirty six per cent of consumers said that digital signs communicating the latest store offers would enhance the experience.
With the timeliness of information on digital signs so critical it is no wonder 65 per cent of Brits believe they take more notice of the information they see on digital signs as opposed to traditional, static sign posts and billboards.
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