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Consumers increasingly influenced by augmented reality

New research from experiential marketing company, Interactions indicates consumers react favorably to the presence of augmented reality (AR), both in-store and online.

According to the new report, The Impact of Augmented Reality on Retail, nearly two-thirds (61%) of U.S. consumers indicated augmented reality influenced where they shopped. The report, which is based on responses from 1,062 Americans, examines how AR has become a part of consumers’ shopping experiences.

“It’s not surprising that 61% of respondents reported that augmented reality has already changed where they decide to shop,” said Bharat Rupani, President of Interactions. “AR is reshaping the way shoppers experience and engage with retailers. We are seeing even the most traditional brands start to include this experiential element in stores, largely driven by customer interest.”

AR impacts the shopping experience
According to the study, six out of ten respondents said they prefer to shop at stores that offer AR over ones that don’t, and 68% said they’d spend more time at a retailer if they could shop with the technology.

And that’s not all. AR has altered consumers’ purchasing intent, with 40% of respondents indicating they would be willing to pay more for a product if they could use augmented reality to experience it prior to purchase. The data also revealed 72% of shoppers have purchased items they initially did not plan to because of AR.

While AR is still evolving in retail, the technology is becoming a complementary shopping tool for shoppers and retailers, alike.

AR’s consumer appeal
Consumers increasingly view AR as a helpful, complimentary tool that gives them an opportunity to view different product options such as color or style. Specifically, 77% of surveyed shoppers want to use AR to see product differences, like a change in color or style, and 41% use it to find out about special promotions and deals.

In addition to consumers finding the technology helpful, 55% also said that AR makes shopping fun, and 45% reported that it saves them time.

AR/VR forecast to reach US$162bn by 2020
Earlier this year, IDC released a report showing that global revenues from augmented (AR) and virtual reality (VR) will grow from $5.2 billion this year to more than $162 billion by 2020 - a CAGR of just over 181%.

To view the study in full, visit www.RetailPerceptions.com

Tags: Research, Technology, User Experience , Augmented Reality

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