Augmented Reality: Why it Means Things Are Changing

As the third quarter came to a close, SnapChat (Snap Inc). released a report detailing the quicker than expected adoption of Augmented Reality (AR) experiences. With such massive growth in this space, continued heavy investment in AR is inevitable. This report underscores the fact that Augmented Reality and Emerging Technology are here to stay and it will have an enormous impact on businesses that are quick to adopt and implement this game-changing technology. Augmented Reality is no longer simply a tool to fix a flower crown or dog ears on the user. Its potential impact on education, experiential marketing, retail, and data visualization cannot be understated. 

 

Education & Training

“There is significant evidence that indicates that the grades obtained in the learning unit that was taught using AR are better than the grades obtained in the unit that was taught using traditional methods four weeks after the initial assessment” – The Turkish Online Journal of Educational Technology 

What is the benefit of faster, longer-lasting, and more intuitive training to your business? Augmented Reality allows end-users to understand complex data and training modules with a longer rate of retention of knowledge. This understanding of a product or process will ensure a longer stickiness in your end-users mind driving a higher cognitive recall. 

Marketing & Experiential

“Traditional electronic commerce (e-commerce) is limited because it cannot provide enough direct information about products…The technology presented in this paper shows how Augmented Reality (AR) can be used to help overcome the limitations and enhance e-commerce systems.” – International Conference on Human-Computer Interaction

Creating Signals above the Noise for customers is more important now than ever. With the average American adult spending 3 hours, 43 minutes on a smartphone device per day we are more apt to disregard traditional marketing efforts within social media, websites, and installed apps. Creating Interactivity within AR experiences delivers a more immersive experience which will drive up a higher usage and retention of information. Spikes in browsing interactivity must be triggered by “new” experiences that a user has not come across yet. 

Retail & Conversions

“AR-based product presentations generally provide effective communication benefits compared to web-based product presentations and the positive relationship between interactivity/vividness and usefulness/enjoyment is mediated by a sense of immersion.”  – Journal of Interactive Marketing

Augmented Reality experiences are currently impacting customers’ shopping habits that drive higher engagement and conversion. Options such as “see before you buy” allows customers to place any product where they want and interact. In a similar vein, AR features allow consumers to “try on” clothes before buying them without the hassle of actually putting them on. 

Data & Visualization

“The main benefit from the implementation of the MR approach is human experience improvement…visualization allows convenient access to huge amounts of data and provides a view from different angles…Furthermore, it ensures actionable insights that improve decision making.” – Journal of Big Data

Creating interactive data and seamless interactions within digital objects allow users to understand and grasp complex findings unseen in the 2D world. Placing the most essential data in the central area of the human visual field in Mixed Reality would allow one to obtain the presented information in a short period of time without significant data losses. Improving visualizations by using cognitive psychological principles and by implementing the most natural interaction with visualized virtual objects is destined to yield the best results. 

Augmented Reality is changing the landscape of customer engagement. Its adoption is far more rapid than experts had previously predicted. Its ability to create effective and meaningful experiences for your target audience is undeniable. Augmented Reality is here and it is not going anywhere anytime soon. 

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