Brands overestimate AR filter’s fun score among consumers, Snap and Ipsos research reveals
While almost three-quarters of the global population is predicted to be using AR by 2025, research conducted by Ipsos on behalf of Snap found only half (49%) of Australian consumers want to use augmented reality (AR) for fun.
The research ‘Augmentality Shift’ said brands overestimate consumer desire to use AR for entertainment by 1.9x, as consumers are more interested in shifting future usage towards utility.
Over half (53%) of consumers identify shopping as a top reason for using AR, suggesting that it ensures a better experience, while 60% said AR adds to the excitement of shopping.
After the purchase has been completed, 96% of consumers said they might still want to engage with post-purchase AR experience.
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However, there are discrepancies between consumers’ interests in AR experiences and brands’ interests in delivering them. For example, while 77% of Australian consumers are interested in learning in an immersive way with AR, only 29% of brands wish to deliver that.
Eduardo Mena, research director, Ipsos, encouraged brands to align their interests with consumers and adopt a more pragmatic approach of AR applications.
“For many Australian consumers AR is a part of their daily lives, yet most brands still think they are predominantly using AR for fun. Shopping is the main reason consumers use AR, taking advantage of its potential to contextualise products, be more environmentally friendly, and more social.”
Haran Ramachandran, head of creative strategy, Snap ANZ, said: “While Snapchatters still love to use AR Lenses for entertainment and self expression, we’re excited to see more brands taking advantage of AR’s endless potential to provide true value for consumers and drive meaningful business results.”
