32 Percent Of Consumers Use Augmented Reality According to a Study by ARtillry Intelligence and Thrive Analytics

ARtillry Intelligence and Thrive Analytics Reveals Who’s Using Mobile Augmented Reality Apps, How Often, and in What Categories

ARtillry Intelligence, in partnership with Thrive Analytics, released a new Intelligence Briefing: Mobile Augmented Reality (AR) Usage & Consumer Attitudes. Working closely with Thrive Analytics’ Virtual Reality Monitor, ARtillry authored survey questions and a narrative report to examine the findings.

Highlights include the fact that almost a third (32 percent) of consumers have used mobile augmented reality (AR) apps. More importantly, they’re using it often: more than half of respondents use mobile AR at least weekly. This is telling indication of mobile AR’s potential, given that active use is a key mobile app success factor.

Moreover, satisfaction levels are high. 73 percent of mobile AR users reported either high or very high satisfaction with mobile AR experiences. However, non-users sing a different tune, stating high disinterest, confusion, and low probability of adopting. This biggest reason reported for non-use was “just not interested.”

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“AR’s visually-immersive experience is a double-edged sword: It produces highly visceral and satisfactory user responses, but you have to see it to believe it. This creates a marketing and logistical challenge because the experience can’t be captured in images or video. AR apps that contain social features can accelerate that market education and adoption through viral growth and network effect,” said Mike Boland, Chief Analyst, ARtillry.

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The top mobile AR app category used today is gaming, followed by social. These categories are driven by popular AR apps and features, such as Pokemon Go and Snapchat’s AR lenses. Both categories will continue to lead mobile AR according to ARtillry Intelligence, driven by apps like Pokemon-Go maker Niantic’s forthcoming Harry Potter, Wizards Unite AR game.

Virtual Reality Monitor applies Thrive Analytics’ acumen and time-tested practices in survey research. The AR survey in this wave (Wave II) included a sample of 2,198 US adults. Thrive and ARtillry will continue to analyze the AR & VR (Virtual Reality) market opportunities through the lens of consumer sentiments.

“AR and VR are in the initial stages of adoption. There are still many technological challenges, but we think AR & VR have the ability to significantly change the way people work, connect, and learn. We are excited about the prospects and will continue to broaden our services in this space,” said Jason Peaslee, Managing Partner, Thrive Analytics.

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