Consumer Feedback and Use Cases for Augmented Reality

As we’ve mentioned, there’s more to know when it comes to augmented reality (AR), but not much has been done in the way of consumer insights to understand it. In our previous post in this series, we uncovered the definition and impact of AR, but we also started to allude to the different use cases consumers have for it. Now, we want to build upon that understanding as we introduce the exploratory research we recently conducted on AR.

The Research

As we are all likely aware, the current landscape when it comes to new technology is being heavily influenced by things like virtual reality (VR), artificial intelligence, and smart devices. So it’s safe to say augmented reality is just another vertical that has and will be impacting a variety of industries. In fact, the combined AR and VR market is set to grow up to $150 billion by 2020 and augmented reality is set to be $120 billion of that growth—the majority of the share of that market.

As a result, many brands in a variety of verticals are likely to adopt new tools utilizing AR. But prior to developing and marketing an augmented reality offering, brands need to learn how aware consumers are of AR and what their expectations are when it comes to such tools. In light of that, we decided to conduct exploratory research focused on a variety of consumer aspects when it comes to augmented reality. For example, some of the objectives focused on

• Exploring perceptions when it comes to augmented reality and its definition, relevance, and impact
• Uncovering use cases for augmented reality currently in the market and those that have the potential to be developed

The Findings

To start, findings showed that when it comes to learning about AR in the first place, most consumers became aware of it through gaming applications—which isn’t surprising considering such examples like Pokémon Go. It’s also not surprising that results showed that many still confuse AR with VR. But because of the fact that these two types of technology are often used together or in similar fashions, it isn’t hard to see why that may happen.

“I’m not 100% sure. I think it’s a program downloaded onto a smartphone and then placed into a headset and then a virtual scene plays out in front of their eyes.”

– Respondent provided definition of AR

However, it may be less important for consumers to actually understand AR in order for them to comprehend its potential use. For example, most consumers find that AR can be used for several different purposes:

1. Product trials or experiences
2. To help people by saving time, improving a process, or in other ways
3. To entertain or make an experience or process more fun

Most example use cases provided by respondents include those pertaining to gaming, entertainment, and social media. However, a more practical application is seen with specific brands associated with tech, home improvement, and retail. With that in mind, consumers still have specific questions and concerns when it comes to AR such as the needs it solves, how it applies to their daily lives, and the privacy and security considerations.

Stay tuned for the next post in our series to see additional findings from our exploratory research about messaging and communicating an AR tool. Or if you’re ready to learn more now, download the full report below. You’ll find insights related to consumer perceptions and use cases of AR like

• Other platforms for generating awareness for AR tools outside of gaming
• How consumers would go about learning more about AR
• How relevant consumers feel AR is currently, and how relevant they feel it will be in the future and why
• More detail on the specific use cases for AR by industry— like gaming, entertainment, social media, lifestyle, travel, beauty, and retail