The use of augmented reality (AR) for shopping is on the rise, and consumers, especially Snapchatters, are growingly looking for technology during browsing and purchasing sessions, according to a new study by Publicis Media, Snap Inc, and Alter Agents.
Per the study conducted in the U.S, France, Saudi Arabia and the U.K, Snapchat users are 56% more likely to use branded AR than consumers who don’t use the social media app, increasing the likelihood of purchase.
Branded AR experiences increase the likelihood to purchase, particularly in categories like home decor (73%), product personalization (73%), virtual try-on (72%) and product demonstration (70%), the study finds.
“Consumers are expecting more from brands, and this research proves that AR supports these expectations by not only delighting customers but also positively influencing the purchase decision-making process,” said David Roter, VP of Global Agency and Brand Partnerships, Snap Inc.
According to Snap Inc, over 200 million daily active users of Snapchat engage with augmented reality every day on average. Back in March, Snap Inc acquired Berlin-based Fit Analytics, a technology startup that delivers accurate sizing recommendations to shoppers worldwide, to boost its e-commerce business.
“Brands need to consider the utility and widespread appeal of AR-based experiences when developing marketing and engagement strategies, as the data shows that it’s becoming critical to long-term success.”
Nearly three-quarters of those surveyed predict that AR will play a larger role in how people shop over the next five years, indicating that marketers will continue to experiment with immersive lenses to meet consumer expectations.
Two out of three people who said they would use branded lenses for shopping also agreed that they are more likely to purchase a product after interacting with a brand’s AR experience.