Digital screens on the increase in malls
Published: 27 January, 2011
The number of digital screens in shopping centres has trebled since 2007 according to new research conducted by POPAI, the not-for-profit trade association for retail marketing.
The UK Digital Signage Survey found that 469 digital screens are in-situ across two thirds of the shopping centres contacted with 25 per cent of the remaining malls considering using them over the next 12 months.
Phil Day, business manager at POPAI UK & Ireland said: “This survey is the most accurate gauge of retail digital signage in the UK currently available and it shows that the use of this media technology is on the increase and becoming more sophisticated. Much has changed since the last survey was conducted in 2007 in terms of the economy and technology.”
There has also been an increase in interactive screens with 25 per cent of malls now using touchscreens.
Nick Gale, CEO of Realisation, said: “It’s a dynamic market and it’s growing. The cost of print is going to increase so screens are a more cost-effective option.”
Day added: “Screens have a much longer life than poster ads and research has shown that there is also a real saving on the impact on the environment.”
“Shoppers are becoming more and more accustomed to screens and are looking out for them for promotional information.”
The UK Digital Signage Survey is available here: http://www.lg.com/uk/digital-signage/
