The recent survey conducted by Snapchat, associated with Ipsos, questioned more than 25,000 people in 16 different markets. The goal is to better understand the eyes of consumers and brands on augmented reality. This investigation resulted in a comprehensive 34-page report titled ” Change of incrementality “It reveals that augmented reality has the potential to be at the heart of technological development and innovation.
A great challenge for augmented reality
At the moment, augmented reality is not getting the same attention or interest as the metaverse and the web3. The latter are at the forefront of technological trends, bringing together the main players of the digital space behind them, abandoning augmented reality. However, the latter may have a role to play in the direct improvement of our daily life. Additionally, many tech giants are currently developing augmented reality glasses.
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The advertising market continues to grow in the first half
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In addition to simple filters and fun tools, the report (pdf) emphasizes the advanced possibilities of augmented reality. As Snapchat states, ” when it comes to augmented reality and its full potential, brands are missing out on seeing only the tip of the iceberg “More than ever, consumers are looking for new ways to interact with brands: 73% of consumers wish to use augmented reality during conferences e 79% are interested in augmented reality for entertainment such as sporting events and concerts. From here to 2025, environment 60% of people in the United States, and virtually everyone who uses social media, will be frequent users of augmented reality. As shown in the graph below, consumers’ appetite for augmented reality is stronger than that of brands.
Graph: consumer (yellow) and brand (gray) appetite for augmented reality. Source: Snapchat.
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A significant gap between consumer vision and brands
The report highlights the significant disconnect that exists between how consumers perceive the value of augmented reality and what brands are currently offering. The latter are focused on the metaverse and move away from already accessible and mature opportunities.
In fact, Snapchat’s study shows augmented reality could have immediate benefits unlike creating digital collectibles for promotions or creating a virtual reality universe for a brand. Currently 90% of brands I still believe augmented reality is there for the enjoyment of users.
Change of incrementality It also provides a number of tips on how companies can integrate augmented reality into their processes, as well as essential considerations for effective implementation. For example, the report finds that around six out of ten people consider online shopping to be the main reason for using augmented reality. The latter is examined to understand how its elements can complement the online shopping journey and thus help build community and engagement for the brand.
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