Society for New Communications Research Launches Study to Assess Awareness of and Attitudes Toward Augmented Reality

Share Article

New study to explore how augmented reality (AR) is changing the ways marketers reach audiences via the “Web Wide World.”

John Havens, 2010 SNCR Fellow

This research will yield insights into how the use of AR is changing the way organizations target and communicate with their audiences and how customers relate to data and each other," says SNCR Fellow John Havens.

The Society for New Communications Research (SNCR) announced a new study to assess the awareness of and perceptions about augmented reality.

The research study is being led by 2010 SNCR Fellow John C. Havens, senior vice president, Social Media at Porter Novelli and co-author of the book, Tactical Transparency: How Leaders Can Leverage Social Media To Maximize Value and Build Their Brand (Wiley 2008).

According to Havens, “Augmented reality, in the technological sense, lets digital images generated by location-based 'tags' to be displayed on smartphone camera screens. For example, the popular review site Yelp.com has an AR application that lets you point your phone at a restaurant to see customer reviews literally floating in space on your phone. This lets you determine whether or not you’d like to eat there immediately, rather than having to surf the web to find reviews. There are also AR applications focused on image recognition which means people will utilize this same type of review mentality towards products on store shelves and even other people. These are just some of the myriad of applications that will change how the public will engage with data, location, and social networks," he explains.

This study will address how organizations and the general public are using augmented reality technologies today. It will examine issues such as awareness, usage, privacy, RFID and other AR applications as well as future technologies around subjects including the Internet of things, location-based services, and predictive modeling..

“The results of this research will yield insights into how the use of augmented reality is changing the way organizations target and communicate with their audiences, while shedding light on the new rules for how customers relate to data and each other in the 'Web Wide World,'” says Havens.

All advertising, marketing, PR and corporate communications professionals are invited to participate in this research study. An online survey is available at: http://sncr.qualtrics.com/SE/?SID=SV_d76vYbl1uvTzNDm.

Those who complete the survey will receive a complimentary copy of the executive summary of the survey results. Participants will also receive a special discount to attend the 2010 Society for New Communications Research Symposium, which will be held in November in Palo Alto, Calif., where the initial findings will be shared. In addition, one respondent will be chosen to receive a complimentary consultation session with John C. Havens.

The final results of the study will be highlighted in the Society's Journal of New Communications Research and published in a full report.

About the Society for New Communications Research (SNCR)
The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (408) 266-9658.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

ANGI ROBERTS
Society for New Communications Research
408-266-9658
Email >
Visit website