What role does Augmented Reality play in shaping consumer behaviour
Deloitte Digital and Snap Inc. partnered to create a comprehensive and global Augmented Reality (AR) study. The study looks at how brands can leverage AR to create personalised, engaging experiences that consumers have come to expect, and specifically how consumers respond to AR marketing.
The report gathered insight from 15,000 international respondents, including 1,000 Australian respondents, and over 50 AR industry experts.
Here are the key findings from the Australian report:
- There are 100 million consumers shopping with AR online and in stores. 94 percent of Snapchat users agree they’ll use AR the same amount or more when shopping next year.
- Brands are 40 percent more likely to be considered if they have a branded AR experience. Snapchat users are 20 percent more likely than non-Snapchat users to share a brand’s AR experience with friends and family.
- Interacting with products that have AR experiences leads to a 94 percent higher conversion rate, as individuals can better assess them and feel connected with brands. Snapchat users are 15 percent more likely to purchase products through a brand’s website than non-Snapchat users.
- Consumers who view AR as a social activity are 20 percent more likely to purchase products from the brand.
- AR-guided purchases led to a 25 percent decrease in returns, and 61 percent of Snapchat users agree that AR gives them more confidence about product quality.
- AR delivers almost two-times the levels of visual attention compared to their non-AR equivalent, leading to improved memories and more powerful responses from consumers.
Clare Nash, head of client partnerships at Snap Australia, believes the research further cements both the communication and commercial impact of AR.
Nash said: “Working with brands locally, we’ve created AR experiences that aren’t just a fun one-off to drive awareness, but a meaningful marketing tool that actively engages a mass audience at scale while pushing them through the full marketing funnel. This research further cements AR’s role in engaging both Gen Z and Millennial audiences for brand engagement and shopping experiences.”
The report covers 15 markets, including Australia, Canada, France, Germany, India, Japan, Malaysia, Mexico, The Netherlands, Norway, Saudi Arabia, Sweden, United Arab Emirates (UAE), the United Kingdom and the United States.
1,000 Australian respondents aged 13-50 were included as a part of the report. This included 500 Snapchatters who use Snapchat at least once daily, split evenly amongst age groups 13-50, 18-24 and 25-50.