New research from Camera IQ, a no-code design platform for augmented reality, reveals the extent to which consumers crave AR experiences, how AR affects their relationships with the brands that use it—and how it serves as a gateway to the metaverse.
According to the firm’s new report, The Gateway to the Metaverse: AR Marketing & Consumer Behavior in 2022, 76 percent of consumers have already used AR one way or another, and more than half of those who have not yet tried AR say they hope to do so in the future.
Other key takeaways from the report include:
AR experiences often go ‘viral’
Seventy-eight percent of consumers say they are likely to share a brand’s AR experience with their community, while 53 percent say they have already shared AR content on social media. More than 4 out of 10 are more likely to share an AR experience on social media than other types of brand posts.
AR accelerates the buyer’s journey
Fifty-nine percent of consumers say they would be more likely to purchase a product they’ve seen visualized through AR. Meanwhile, 82 percent said they would likely feel positive towards a brand that used AR to educate them about products or services, and 39 percent went so far as to say they prefer when brands use AR over all other types of content.
AR offers several crucial use cases for brands
Among consumers who have used AR, product visualizations are the most common experience at 39 percent. Thirty-six percent have engaged with virtual try-ons of clothing, makeup, and accessories. Thirty-two percent have played AR-based games on their mobile devices.
Social media “stories” sets the stage for AR
Ninety-one percent of consumers claim to use stories, making them an almost universal part of the social media experience. Seventy-two percent even say they use stories multiple times a week, and 44 percent say they do so daily. What makes stories so popular? They serve as an axis for both creation and discovery. Stories create a portal between a user and their community, and the bridge is camera-based content.
“We are excited to launch this report on the state of AR today,” said Allison Ferenci, CEO and cofounder of Camera IQ, in a news release. “If social media platforms are the gateway to the metaverse, then augmented reality is the key. This report illuminates the urgent opportunity for brands to incorporate AR into their existing multichannel strategies. Consumers are already primed for mobile AR, so brands that choose to wait for an invitation to a single entry point into the metaverse are sure to be left behind.”
Bumble, Away, and Smashbox are just a few brands that have demonstrated how augmented reality complements mainstream channels like social media, SEO, and influencer marketing campaigns. As the report shows, mobile commerce and consumer behavior are moving further and further into the metaverse. In that landscape, AR is the missing piece that will allow companies to level up and offer the experiences that consumers expect.
The survey collected data from 1,500 US consumers.