A good majority of consumers, 76%, have experienced augmented reality and that could mean 2022 will be the year of mobile AR, according to a Camera IQ report, “The Gateway to the Metaverse: AR Marketing & Consumer Behavior in 2022.”
The research effort polled more than 1,500 U.S. consumers regarding AR experiences and relationship impact with brands deploying the technology, according to a press release.
Key takeaways from the report include:
- AR experiences often go ‘viral’: 78% of consumers say they are likely to share a brand’s AR experience with their community, while 53% have already shared AR content on social media. More than four out of 10 are more likely to share an AR experience on social media than other types of brand posts.
- AR accelerates the buyer’s journey: 59% of consumers would be more likely to purchase a product they’ve seen visualized through AR. Meanwhile, 82% would likely feel positive toward a brand that used AR to educate them about products or services, and 39% went so far as to say they prefer when brands use AR over all other types of content.
- AR offers several crucial use cases for brands: Among consumers who have used AR, product visualizations are the most common experience at 39%. 36% have engaged with virtual try-ons of clothing, makeup, and accessories. 32% have played AR-based games on their mobile devices.
- Social media “Stories” sets the stage for AR: 91% of consumers claim to use Stories, making them an almost universal part of the social media experience. 72% even say they use Stories multiple times a week, and 44% say they do so daily. What makes Stories so popular? They serve as an axis for both creation and discovery. Stories create a portal between a user and their community, and the bridge is camera-based content.
“We are excited to launch this report on the state of AR today,” Allison Ferenci, CEO and cofounder of Camera IQ, said in the release. “If social media platforms are the gateway to the metaverse, then augmented reality is the key. This report illuminates the urgent opportunity for brands to incorporate AR into their existing multichannel strategies. Consumers are already primed for mobile AR, so brands that choose to wait for an invitation to a single entry point into the metaverse are sure to be left behind.”
Source: https://www.retailcustomerexperience.com/news/a-big-year-ahead-for-mobile-augmented-reality/
