This study examined the personal characteristics and preferences of individuals that encourage interactions with smart media displays (media façades). Specifically, it aimed to determine which key aspects of a smart display “media façade” enhance intuitive interactions. A range of smart display technologies and their effects on interaction decisions were considered.
Data were drawn from a survey of 200 randomly sampled residents and/or visitors to a smart building, One Central Park, in Sydney, Australia. A binomial logistic regression analysis was undertaken to establish links between a range of design, perceptions and socio-demographic variables and individuals’ decisions to interact with a smart media display.
The results showed that the aesthetics of an installation, the quality of an installation’s content and the safety of the operation-friendly environment significantly affected respondents’ decisions to interact with the media display. Interestingly, respondents born overseas were more likely to interact with a smart display than those born in Australia. Respondents who expressed a preference for photograph-based interactions were also more likely to interact with the display. Somewhat surprisingly, age, residency and levels of familiarity with digital technology did not significantly affect respondents’ decisions to interact with the display.