Spontaneous ad recall is 28% higher when viewed using touch screen, study shows

Study: The project measured ad recall

Using touch when consuming media leads to an average increase in spontaneous ad recall of 28 per cent, according to research from PHD.

In a study undertaken with the University College London Business Psychology School, participants were asked to read a reduced edition of Metro on a tablet, with one group asked to navigate using a traditional mouse and a second group asked to use the touch screen to navigate.

The results revealed that spontaneous recall of six adverts was on average 28 per cent higher among those who’d used the touch screen as opposed to those who had used the mouse. The study found that the advertising was also received more positively when consumed using a touch-screen device.

Chris White, PHD’s head of insight, said: “We believe the findings of this research could have far-reaching implications not just on how we plan and buy media for our clients but how media owners’ position their inventories. This research was just the first step. By engaging the wider media industry in discussion about how it could be harnessed in every medium, we hope it can be applied to everyone’s benefit.

"We feel the results are important not only for tablets but for the whole media industry and it shows that we need to engage consumers with touch as well as with sight and sound. All media can be touched. Some media have touch inherently built in like newspapers, but with technology advances all media can be touched e.g. touch screen TV, touchscreen outdoor panels."

He added: "We are proposing new research which delves deeper into touch looking at the difference between traditional and digital media, what images people naturally like to touch, how touch interacts with vision and importantly the interplay between touch and time."

The Guardian, ITV, Google, The Economist, JC Decaux and Global Radio are among those who will attend the next phase of PHD’s research and discuss the implications of the findings on specific media.

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