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.”
“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,” said ARtillry Chief Analyst Mike Boland. “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.”
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 U.S. adults. Thrive and ARtillry will continue to analyze the AR & VR market opportunities through the lens of consumer sentiments.
“AR and VR are in the initial stages of adoption,” said Jason Peaslee, Managing Partner of Thrive Analytics. “There are still many technical 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.”