Technology

Most consumers excited about AR product interaction

Photo by istock.com

November 3, 2021

A good majority, 85%, of U.S. consumers are excited about augmented reality as a way to interact with products and another 85% are at least somewhat likely to choose a brand that provided an option to get more confident about fit, look and experience through the technology.

Those are top findings from a semi-annual State of Shopping report from Wool & Water, which rated shoppable AR and virtual reality experiences.

The study examined consumer interest in using Snapchat for e-commerce shopping, how curiosity in AR and VR has increased, and the impact these trends could have on retailers in the near future as we move closer to the Metaverse becoming a reality, according to a press release.

These findings demonstrate the promise that AR offers, as well as the limitations of its most recognized platform: Snapchat.

For example, 50% of consumers have used Snapchat in the last 24 hours but only 6% have used the AR shopping feature to buy products. More than eight in 10 (82%) have not bought anything directly through Snapchat using an AR shopping feature, and only a quarter (27%) expect to make more purchases over Snapchat in the next six months.

"These survey findings clearly demonstrate that consumers have a piqued interest in augmented and virtual reality when it comes to shopping online — a trend retailers will need to have a long-term plan for as these technologies are the steppingstones to a true Metaverse," Jeff Bodzewski, CEO and co-founder of Wool & Water, said in the release.

"Despite this, far too many brands are relying on apps like Snapchat to offer an extended retail shopping experience for their customers. This is unequivocally the wrong strategy. Consumers are not using Snapchat for shopping, and they don't expect that to change anytime soon. Brands need to realize that they can and should offer a one-touch AR experience themselves, without the limitations and baggage that Snapchat carries."

Additional findings include:

• More than half (51%) think AR and VR have improved over the last six months and will play more of a role in shopping in the future.
• Roughly eight in 10 (83%) of consumers are somewhat or very likely to say that AR or VR would improve their shopping experience.