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Title: Understanding engagement with interactive public displays: an awareness campaign in the wild
Authors: Parra Chico, Gonzalo Alberto
Klerkx, Joris
Duval, Erik
Issue Date: 3-Jun-2014
Publisher: ACM
Host Document: Proceedings of The International Symposium on Pervasive Displays pages:180-185
Series Title: PerDis '14
Conference: The International Symposium on Pervasive Displays edition:2014 location:Copenhagen, Denmark date:3-4 June 2014
Abstract: In this paper, we present the findings from a field study that quantifies the different engagement phases of an interactive public display: from noticing interactivity and the first reaction to it, to actually interacting with the screen and expressing interest in a campaign. For this purpose, we developed an interactive public display for a real-life campaign that aims to increase awareness on cardiac arrests and Cardio-Pulmonary Resuscitation (CPR). In our study, we deployed two public displays with interactive prototypes in the biggest railway station of Brussels (Belgium), which resulted in 10,000+ passers-by and more than 1,000 reactions. We conclude that although interactive displays are effective at capturing attention and do provide a high conversion rate from passers-by to users interacting, this does not directly translate into achieving the goal of the display for the campaign as only 0,10% of them reach the final stage (visiting a website).
Publication status: published
KU Leuven publication type: IC
Appears in Collections:Informatics Section

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