New Study Reveals 32 Percent of Consumers Use Augmented Reality

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New data from ARtillry Intelligence and Thrive Analytics reveals who's using mobile AR apps, how often, and in what categories.

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ARtillry Intelligence, in partnership with Thrive Analytics, today released a new Intelligence Briefing: Mobile AR Usage & Consumer Attitudes. Working closely with Thrive Analytics' Virtual Reality Monitor™ (N=2,198), ARtillry authored survey questions and a narrative report to examine the findings.

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 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 technology 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.”

Report Availability
Mobile AR Usage and Consumer Attitudes is available through ARtillry Intelligence. More details about the report including previews and links to subscribe can be found here:

The base data is also available from Thrive Analytics. More details about Virtual Reality Monitor can be found here:

About ARtillry
ARtillry is a publication and intelligence firm that examines augmented reality and virtual reality, collectively known as XR. Through writings, data and multimedia, it provides deep and analytical views into the industry’s biggest players and opportunities. It’s about insights, not cheerleading. Learn more or contact ARtillry at

About Intelligence Briefings
ARtillry Intelligence Briefings are monthly installments of VR/AR data and analysis. They synthesize original data and market insights to reveal opportunities and dynamics of VR and AR sectors. In addition to data, a layer of analysis is applied to translate market events and raw figures into prescriptive advice. More information, past reports and editorial calendar can be seen at:

About Thrive Analytics
Thrive Analytics is a leading digital marketing research and customer engagement consulting firm. With clients spanning leading national brands as well as publishers and agencies serving the small business community, it pairs proprietary market research services and data analytical tools with time tested business insights and methodologies to help organizations measurably improve customer experience, loyalty and sales results. Its mission is to provide superior research and support services that inspire clients to make smarter decisions. Learn more or contact Thrive Analytics at

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Jason Peaslee

Mike Boland
since: 12/2010
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