Augmented Reality

Study Reveals 30 Percent of U.S. Adults Have Used Augmented Reality

Highlights include the fact that 30 percent of consumers have used mobile augmented reality

Thrive Analytics and ARtillery Intelligence have released a new report where ARtillery Intelligence authored survey questions and a narrative report while Thrive Analytics administered the survey through its established survey engine and ongoing Virtual Reality Monitor™ research.

Highlights include the fact that 30 percent of consumers have used mobile augmented reality (AR). More importantly, they’re using it often: 54 percent of mobile AR users engage at least weekly and 75 percent at least monthly. This is a telling indication of mobile AR’s potential, given that active use is a key mobile app success factor and tied closely to revenue metrics.

The top mobile AR app category today is gaming, followed by social. These are driven by popular AR apps and features, such as Pokémon Go and Snapchat AR lenses. Both categories will continue to lead mobile AR according to ARtillery Intelligence, but others will emerge, such as everyday utilities like visualizing products in one’s space during an e-commerce flow.

“Gaming and social are typically where new consumer technologies germinate,” said Mike Boland, Chief Analyst of ARtillery Intelligence.

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“But history tells us that lasting value develops around utilities that solve everyday problems. This is amplified in the post-Covid era as sustained eCommerce inflections are supported by AR’s ability to add dimension to shopping.”

Virtual Reality Monitor applies Thrive Analytics‘ acumen and time-tested practices in survey research. The AR survey in this wave (Wave V) included a sample of more than 102,000 U.S. adults. Thrive Analytics and ARtillery will continue to analyse AR & VR market opportunities through the lens of consumer sentiments, including key trends uncovered after several waves.

“AR and VR remain in early-adoption phases,” said Thrive Analytics Managing Partner Jason Peaslee.

“But though there are typical challenges and adoption barriers, these technologies will gradually transform the way people work, connect, and learn. We’re committed to quantifying that evolutionary path over the next several years.”

AR Usage & Consumer Attitudes, Wave V is available from ARtillery Intelligence and Thrive Analytics. Access to the source database and additional strategic analysis can be obtained from Thrive Analytics.