New Study Reveals 22 Percent of U.S. Adults Use Augmented Reality

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

New Intelligence Briefing: Mobile AR Usage & Consumer Attitudes

Twenty-two percent of consumers have used mobile augmented reality (AR). More importantly, they are using it often- more than half of respondents use mobile AR at least weekly.

ARtillery 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™, ARtillery Intelligence authored survey questions and a narrative report to examine the findings.

Highlights include the fact that 22 percent of consumers have used mobile augmented reality (AR). 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 and tied closely to revenue metrics

The top mobile AR app category today is gaming, followed by social. These 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 ARtillery Intelligence, but others will emerge, such as everyday utilities like visual search that lets users “search what you see”.

“Gaming and social are typically where new consumer technologies germinate,” said Mike Boland, Chief Analyst of ARtillery Intelligence. “But history tells us that sustained value and frequent use will develop from more mundane utilities that solve everyday problems. We’re seeing first signs of that in tools like visual search and Google Lens”

Virtual Reality Monitor applies Thrive Analytics' acumen and time-tested practices in survey research. The AR survey in this this wave (Wave III) included a sample of 3,162 U.S. adults. Thrive and ARtillery Intelligence will continue to analyze the AR & VR market opportunities through the lens of consumer sentiments.

“AR and VR are in initial adoption stages,” said Thrive Analytics managing partner Jason Peaslee. “This means user behavior and affinities are still developing, just as we saw in early stages of past tech adoption cycles. AR & VR have the ability to transform the way people work, connect, and learn, so we’ll continue to track the consumer adoption that informs product and business strategies.”

Report Availability
Mobile AR Usage and Consumer Attitudes is available through ARtillery Intelligence. More details about the report including previews and links to subscribe can be found at https://artillry.co/intelligence

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

About ARtillery Intelligence
ARtillery Intelligence chronicles the evolution of spatial computing, otherwise known as AR and VR. Through writings and multimedia, it provides deep and analytical views into the industry’s biggest players, opportunities and strategies. Products include the AR Insider publication and the ARtillery PRO research subscription. Research includes monthly narrative reports, market- sizing forecasts consumer survey data and multimedia, all housed in a robust intelligence vault. To learn more, go to https://artillry.co/intelligence

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 http://www.thriveanalytics.com/

About Virtual Reality Monitor
Virtual Reality Monitor is Thrive Analytics’ proprietary survey of virtual reality/augmented reality technology users. These surveys, conducted semiannually, track the adoption rates, usage, satisfaction levels, profiles and many other areas related to VR/AR users. Each wave has a customizable section for client specific inquiries. Results & key insights are communicated in advisory reports & presentations, charts & infographics, newsletters & articles and custom data views. Information from these studies are used by marketers, product managers, consultants and other people working in the technology space.

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Jason Peaslee

Mike Boland
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