Digital Displays Influence Purchase Decisions: Data Proves ROI
Walk through any major retailer today and you’ll notice that digital screens are becoming as common as shelves. It’s no coincidence that the U.S. retail digital signage market surpassed $2.2 billion in 2024, with brands from Walmart to Nike doubling down on these dynamic displays. But are shoppers actually paying attention, or are retailers simply creating expensive electronic wallpaper?
Mood Media’s recent survey of 1,000 U.S. consumers reveals the answers. The data shows 58% of shoppers actively notice in-store displays, and nearly half report making purchase decisions influenced by this technology. These numbers confirm that strategically deployed digital signage solutions drive real sales impact and enhance the customer experience.
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58% of shoppers actively notice in-store displays
The Generational Gap in Digital Engagement
Digital engagement varies dramatically across age groups. While 79% of Gen Z and 75% of Millennials frequently notice in-store displays, only 29% of Baby Boomers report the same level of attention. This awareness gap directly impacts purchasing behaviour: 36% of shoppers under 40 have made purchases specifically because of digital display content, compared to just 13% of those over 60.
There must be a balance between engaging younger demographics without alienating older consumers who may find excessive technology intrusive.
79% of Gen Z shoppers notice in-store displays.
75% of Millennial shoppers notice in-store displays.
29% of Baby Boomer shoppers notice in-store displays.
36% of shoppers under 40 made purchases because of display content.
Strategic Display Placement & Content Preferences
Our data reveals clear patterns about where and how digital displays capture attention. Checkout areas command the highest engagement, with 54% of shoppers noticing displays there, followed by store entrances (44%) and shelf/aisle displays (42%). This hierarchy gives retailers a roadmap for prioritising their digital signage solution investments.
But what do shoppers want to see on these screens?
Over half (55%) said sales and promotions.
The same amount reported that price comparison features would increase their engagement.
More than one-third (35%) gravitate toward product demonstrations and inspiration.
Approximately 37% desire real-time inventory information.
The Bottom Line: Digital Displays Drive Sales
The findings overwhelmingly show that this technology influences purchase decisions. The ROI potential for this technology is significant, and retailers can’t afford to ignore it. Here are three digital signage best practices retailers can implement right now to maximise their investments:
Customize approaches by department: Recognise that grocery and electronics shoppers engage differently than those in beauty or home goods, and adjust digital strategies accordingly.
These findings set the stage for a comprehensive in-store media strategy. With shoppers demonstrating engagement with strategically placed digital displays, retailers have a foundation for creating meaningful customer experiences across all touchpoints, integrating visual, audio and interactive components as part of a unified customer journey.The biggest, flashiest digital video screens won’t do all the work — it’s how retailers use customer data to create meaningful touchpoints that enhance the shopping experience while driving sales.
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