Mobile Consumers Prefer NFC Technology: Retail Study

Mobile phone users overwhelmingly prefer Near Field Communication technology over competing alternatives such as Bluetooth Beacons, QR codes and browsers, according to a new survey. NFC, a standards-based connectivity technology, enables consumers to make transactions, exchange digital content and connect electronic devices with a touch.

The results of the survey, conducted by research firm Strategy Analytics on behalf of The NFC Forum, also gives retailers insights into providing more relevant, convenient and enhanced in-store shopping experiences and a better understanding of the potential of in-store engagement.

The study revealed the following six opportunities that retailers and brands can use during the customer journey to generate more sales and enhance customer loyalty and trust:

• Store deals, store Wi-Fi and rewards accounts
• Multimedia content and real-time store inventory
• Information about related products
• A digital, NFC-enabled shopping cart on their phones
• Product information for large purchases
• Exact refill cartridge information and one-touch reorder capability.

A related white paper, “NFC Technology: How Changing Consumer Preferences Create New Opportunities for Retailers,” is available on the Forum's website.

The study also revealed that:

• More than 75 percent of respondents who used NFC were very satisfied with their experience
• More than 75 percent of respondents indicated an interest in viewing additional product information including inventory and availability via NFC
• More than 60 percent were interested in an NFC-enabled mobile shopping cart in-store experience and using NFC to order the replacement parts or accessories for products, such as ink and toner cartridges for printers.

“Smart phones continue to change the way we live, interact – and shop,” said Paula Hunter, executive director of The NFC Forum. “Thanks to this survey data, we have a much deeper understanding of how retail consumers want to be engaged.”