83% of people prefer haptics in DOOH
A recent study by Ultrahaptics investigated the effects of adding mid-air haptics to interactive movie posters. Dr Hannah Limerick, User Experience Researcher, explains how adding haptics to digital out-of-home (DOOH) improves metrics such as user engagement and advocacy.
“It would sell the product a lot quicker to me to be honest.”
That was the response when I asked a participant in our recent user study what impression they would have of a brand using mid-air haptics in DOOH.
The study looked at four interactive digital movie posters. With Ultrahaptics’ technology, which uses ultrasound to create the sensation of touch in mid-air, we added tactile effects that users could feel on their hands.
When we added mid-air haptics, participants said things such as, “I would pay more attention to it”, “I felt more engaged and immersed with the haptic feedback” and “The haptics transform it”.
These qualitative reactions were strongly borne out by the quantitative data we collected:
- 83% of people preferred the experience with mid-air haptics added
- 73% of people would be more likely to make a purchase after experiencing a haptic poster
- Net Promoter Score (NPS) increased by an average of 56 points
- Interaction time increased by 50%
- Users’ sense of happiness and excitement increased (72% with haptics versus 63% without; 78% with haptics versus 66% without)
- User engagement scores increased across every dimension (28% increase in focused attention; 18% increase in usability; 12% increase in aesthetic appeal; 23% increase in reward)
As digital signage systems transition from static displays to rich, dynamic interactive experiences, this study shows multiple proof points that adding mid-air haptics to the key technology of motion recognition has a measurable impact on engagement and brand perception.
Ultrahaptics’ technology is one of a very small number of haptic technologies suitable for large screens. It is the only commercially available haptic technology that can be used in conjunction with motion recognition.
If you’re interested in exploring how adding mid-air haptics to DOOH could enhance brands you’re working with, find out more about our products and customer support programs here.
The study was conducted with four motion-controlled digital movie posters with and without mid-air haptic effects. Two were interactive and two were fully gamified. The response of 17 participants to the posters was measured both quantitatively and qualitatively.
Measures included Net Promoter Score (NPS), emotional self-assessment, user engagement survey, galvanic skin response and time taken to assess each experience. There were 6 male and 11 female participants across a wide range of age brackets from 18-64. Just under 50% had used Ultrahaptics’ technology before.
Dr Hannah Limerick is a User Experience Researcher at Ultrahaptics.