LONDON: Consumers in Europe are more likely to buy something online, 'Like' a brand on Facebook or download an app after seeing an outdoor ad, a new report has argued.

The Interactive Europe 2013 report, an annual study of over 5,000 people in six European countries by CBS Outdoor International, found that 77% of consumers did something as a direct result of seeing an outdoor ad during 2012, on a par with TV and better than print or radio.

Specifically, 32% of consumers went online to find out more information about the advertised product, up by two points from 2011. Another 20% reported making a purchase online, up by six points, while 16% 'Liked' a brand's Facebook page, up by five points, and 13% downloaded an app, up by seven points.

Other actions taken included scanning a QR code (11%, up by six points), going to a brand's social media page (10%, up by three points), using a mobile to make a purchase (7%, up by five points) and following a brand on Twitter (4%, unchanged).

Proportionally, therefore, the biggest changes were in the use of mobile to make a purchase, download an app and scan QR codes.

And while more people are using QR codes, consumer awareness of near field communication remains small, increasing only slightly, from 6% to 8%, despite a tenfold increase in the number of NFC-enabled smartphones.

"People now have the technology to interact, if not necessarily the understanding and the awareness", the report noted, suggesting "it is only a matter of time" before this activity enters the mainstream.

"The research shows that outdoor advertising presents the opportunity to supplement reach and promote deeper levels of engagement," Antonio Alonso, CEO CBS Outdoor International, added.

"Additionally, with smart device ownership continuing to grow, even amongst older demographics, it is clear that outdoor advertising is beginning to offer brands new channels for distribution and direct marketing."

Data sourced from CBS Outdoor International; additional content by Warc staff