Touchscreen digital jukeboxes sing political song
A recent EYE Play political poll conducted in bars, clubs and high-energy venues across the United States shows that in a Donald Trump versus Hillary Clinton race 40 percent of people would rather cast a ballot for an independent, unknown or other candidate. Clinton trailed Trump by approximately 6 percentage points.
Almost 7,000 respondents participated in the national political survey via touchscreen digital jukeboxes by EYE Play, powered by AMI Entertainment Network, a digital place-based network. The results show voting trends based on location, age, education, political affiliation, and ethnicity. Respondents weighed in on how they access political news, topics they are most concerned about, immigration (who is right, Trump vs. Pope Francis), and more. Over 60 percent of respondents were male. Almost half of the respondents have a college degree or higher.
When asked about immigration, approximately 52 percent of voters feel that the Pope's position on the subject is correct, while 48 percent agree with Trump's stance. More than half of white participants agreed with Trump on immigration, whereas 73 percent of Hispanics and 59 percent of African Americans polled sided with the Pope.
"People from across the country with differing educations, ages, political affiliations and ethnicities opted to answer questions while in an entertaining public setting," said Jeff Gunderman, CEO of EYE Corp Media, an out-of-home media solutions company. "They may have been watching a debate with an opinionated crowd, relaxing with colleagues or listening to music with friends."
EYE Play delivers strategic campaigns on digital jukeboxes using static, full-motion and interactive touchscreens in more than 23,000 bars, clubs and high-energy venues.
DigitalSignageToday.com talked with EYE Corp Media CEO Jeff Gunderman about the polical poll.
DST: You recently polled bar-goers and others in 'high-energy' settings about the presidential race. What else or how else have you used your screens to do research along those lines?
Gunderman: We often do surveys, games and trivia on the screens tied into a brand campaign, but this is the first full-blown survey we have conducted. It's great to see that within a few weeks, nearly 7,000 participants weighed in on political topics while in a fun and relaxed setting.
DST: Were you surprised by the avidity of the responses to your political polling?
Gunderman: Yes, but what was of particular interest was the trending. We are able to see almost real-time results. After the first week or so with 2,500 participants the results did not change much. As we headed toward 7,000 participants, we simply saw more numbers, which helped confirm the accuracy.
DST: What are some of the hard-to-reach demographic segments you think digital signage is better suited to reach and why can it reach them?
Gunderman:We reached a group of individuals who are younger and less likely to be reached through more conventional means. However, the poll really showed that this group has strong opinions. Also, it's not all about reaching a segment; it's about engaging a segment. A younger audience is so used to digital touchscreens, which encouraged them to engage with the platform. Not to mention, people wanted to participate because it's fun!
DST: Do you think there is real utility to use this sort of application/solution to do opinion polling that can or will be taken seriously or used by brands, or even political candidates one day?
Gunderman: Absolutely. We have proven with this initial survey that we can get a much larger participation in a very short period than many polls currently used today to predict results. We are working with the data to create a profile of the audience we can reach. For example, we know the exact location and time of each survey result, which allows us to add that layer to the results and really look at trending across demographic data and geography. This is an alternative approach for marketers looking to target a specific audience.
DST: What am I not asking you about this sort of use case for the technology that I should be? What are some interesting things you see growing out of this kind of tech?
- The ability to do things in real-time and see instantaneous results.
- The ability to virtually change on the fly. For instance, if a survey question starts leaning toward another question we can update or add while the survey is in the field.
- In the future we can add an ability to register should we want to follow up with additional questions.
It is really all about reach, immediacy, experience, and flexibility:
- Reaching a population that is typically less responsive to traditional surveys.
- The ability to get a survey immediately into a particular market.
- An experience that is fun, easy and engaging.
- The flexibility to change, customize by location or vary the survey according to particular circumstances.
Travis Wagoner / Travis Wagoner is editor of DigitalSignageToday.com. He spent nearly 18 years in education as an alumni relations and communications director, coordinating numerous annual events and writing, editing and producing a quarterly, 72-plus-page magazine. Travis also was a ghostwriter for an insurance firm, writing about the Affordable Care Act. He holds a BA degree in communications/public relations from Xavier University.