OUTPUT

Kinetic and JCDecaux have released the results of a study of near field communication (NFC), following a trial of NFC-enabled six-sheet poster sites in Reading, UK. 

Over the four weeks of the trial, over 3,000 people scanned the poster sites with their mobile devices, which represents an equivalent 1m people across the nation, says JCDecaux.

Seventy-eight percent of users were positive about the experience, emphasising NFC's 'ease-of-use', while 87 percent of people with NFC-enabled phones said they were likely to try the experience again, and 80 percent of people without appropriate phone stated an intention to use NFC in the future.

Video content download conversion rates of an average of 28 percent were recorded, increasing to 49 percent for new and previously unseen content. The most positive interactions arose from 'a combination of relevance, dynamic content and a strong call-to-action', says JCDecaux.

Analysis of voucher use found redemptions increased from seven to 18 percent across the period of the study as consumers grew more aware of the technology and rewards. Voucher redemptions were highest near the relevant shop, 'but also in the area around the university and right across the city'.