Snap Inc. joined forces with Publicis Media to study the influence of branded augmented reality on consumer engagement and sales. The study was conducted in four key markets, including France, Saudi Arabia, the UK, and the US, and was conducted by Alter Agents.
More than one-half of respondents in the category of 13 to 49 years old affirmed that they used AR in the past, with almost one-third claiming they used branded AR. Moreover, Snapchat users were 56% more likely to have used branded AR compared to non-Snapchatters.
The pandemic indeed has a role to play towards the popularity of AR shopping as it has forced more people to shop from home actively. As per the results, over three-quarters of respondents believe AR will continue to impact people’s shopping patterns over the next few years. Additionally, 57% of the respondents said they expected to increase their usage of AR as the pandemic looks likely to end soon.
More than one-half of respondents confirmed that they had been searching for AR experiences actively, primarily through digital platforms like Snapchat.
Undoubtedly, Generation Z is most familiar with AR technology and brings the highest conversion rates for the industry. However, the millennials and Generation X are not too far behind as they also demonstrated increased interest in branded AR and a possibility of splurging on AR experiences.
The study also found that AR shareability augments the impact of these experiences as almost 61% of the respondents said that the ability to share easily was necessary.
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