Many companies are quickly transitioning from static, paper-based signage to dynamic screen content as they come to appreciate its benefits, according to a new comprehensive survey by market research firm International Data Corporation (IDC).
Conducted last fall and published in late May, the survey finds about half of all businesses use digital signage, with deployment rates highest among banks, insurance providers and very large companies. Nearly 82 per cent of companies currently using digital signage are “very satisfied” with the technology, ranking display quality, low hardware costs and ease of use among the top attributes. A direct vendor-to-customer relationship is also preferable, but not necessary for all company sizes and vertical markets.
While digital signage has become a somewhat ‘mature’ technology today, with interest remaining fairly tepid among companies that do not already use it, IDC predicts market penetration will continue to increase, because many current owners plan to expand their deployments over the next few years.
“Current digital signage implementations are producing significant value by enabling cutting-edge, flexible, changeable, interactive content for target audiences,” says Keith Kmetz, vice-president (VP) of IDC’s imaging, printing and document solutions research group. “The signage market is undergoing a significant transformation as the use of this new communication medium continues to increase.”
The complete study is available at www.idc.com.
