Camera IQ: 76% of consumers have experienced AR, and 49% are willing to share ar advertisements

utilize AR Come and try on the clothes 、 Try cosmetics 、 View furniture , These cases are becoming more and more common , I believe you are on Taobao 、 JD.COM 、 You may have experienced it in online shopping applications such as dewu .AR Technology brings a virtual reality interaction 、 Collaborative creative experience , Brands use AR Advertising has been around for many years , Especially in recent years ,AR It has gradually become a common marketing tool on social platforms , More and more widely used .

that , Consumer response to AR、AR social contact 、 How about the feedback of e-commerce marketing filter ？ What is the use behavior ？ that , Consumer response to AR What is the attitude of advertising marketing ？ How many people are willing to use brands AR Filter to shoot video , Share with friends ？

To understand the answers to these questions ,Camera IQ At the end of last year 1500 American consumers conducted a survey , The consumers surveyed are from 16 To the age of 54 Over the age of , Most of them are aged 18 To 44 Between . The report points out that ,76% The surveyed consumers have experienced AR, But never experienced AR More than half of the content consumers are willing to try in the future . Compared with other types of brand advertising , Among the respondents 40% More willing to share AR advertisement . Besides ,78% Consumers are willing to share on social platforms / Brand promotion AR Filter , indicate AR The potential of advertising communication .

Camera IQ Express ：AR Games and applications attract consumers through interest and freshness , Brands can also pass AR Games or interactive AR Visualization to attract consumers . at present AR The most common application scenario is product visualization ,39% Consumers have used AR To preview the product .AR Visualization accelerates the frequency of online shopping ,59% Consumers surveyed said they were more willing to buy support AR Preview products . As people become more and more dependent on online shopping , Online marketing methods and consumer behavior are changing . meanwhile , And AR The combined social platform has gradually become a new tool to promote brands and products , More and more applications . Compared with traditional advertising marketing ,AR Advertising is more likely to attract mainstream Internet users , Bring consumers an ideal digital shopping experience .

Besides , There are also the following key findings in the report ：

• 1） The consumer is right AR High interest ：76% Consumers have used AR application , More than half of the consumers who have not experienced it hope to use it in the future AR;
• 2）AR Bring differentiation advantages to marketing strategies ： There are 29% Media organizations are buying AR advertisement , They saw it AR The competitiveness of advertising ;
• 3） Social applications become AR Distribution platform ：66% Consumers say they have experienced brand advertising on social platforms ,82% Consumers tend to use on social platforms AR;
• 4）AR Advertisements are easy to spread ：78% Consumers expressed their willingness to communicate with friends 、 Family members share the brand AR Content ;
• 5）AR Accelerate the online shopping process ： use AR After previewing the product ,59% Consumers tend to buy .

Next , Let's learn more about Camera IQ How to draw these conclusions .

The consumer is right AR High interest

Camera IQ Co founder and CEO Allison Ferenci Express ： The Internet is becoming more and more tangible , It is no longer just an integrated communication 、 Information network 、 Network connected system , It is also a tangible medium for human beings to express themselves . Next , The Internet will have a sense of space , and AR/VR、 Smart devices and the Internet will help people access this three-dimensional 、 Interaction 、 Collaborative Internet space .

It is expected that ,2022 There will be more than 1 Billion U.S. consumers use AR, It means AR Will integrate into super 30% The daily life of Americans . Next ,AR It will change people's communication like video 、 Search for 、 How to socialize and interact with the brand . meanwhile , Marketers are also trying to play AR Potential in business promotion , promote AR The influence of advertising .

Camera IQ Think ,2022 The annual meeting will become mobile AR year , The consumer is right AR Awareness has been established , And advertisers invest AR The opportunity of digital marketing has come .

According to the Statista expect ,2022 Global Mobile 2010 AR The total number of users will reach 10.7 Billion , And then 2024 Will grow to 17.3 Billion . meanwhile , Move AR The size of the hardware market is expected to double in the next three years , achieve 266 Billion dollars . by comparison ,AR The development speed of glasses market is slightly slow , stay 2025 The years will reach 177.2 Billion dollars .

Compared with AR glasses , Mobile based AR Contact a wider range of people , And it has been verified in the consumer market , Therefore, marketers should realize , Consumer response to AR And other new advertising expectations , as well as AR For the improvement of customer service experience .

Camera IQ forecast , There are about 64% Marketers plan to use AR/VR To advertise , To enhance the interaction with consumers and the attraction of advertising . According to the Snap The research data of , Two fifths of consumers expect to buy clothes 、 Beauty makeup 、 furniture 、 automobile 、 Luxury goods AR To preview or try . This finding shows that , People's consumption behavior is changing , Expectations for the shopping experience are also upgrading . It also explains ,AR It will become a way for retail and other industries to interact with consumers .

investment AR The timing of

29% Media organizations plan to adopt AR technology , and 67% Advertising buyers and planners say ： In the near future, more digital advertisements will be integrated AR technology . however , Currently adopted AR/VR Not many companies , Only 1% take AR/VR Technology and shopping experience integration .

27% Enterprise executives say , Will be adopted in the next two years AR. And marketers are planning to use AR technology , To give priority to improving advertising competitiveness .

AR Advertising features ： In line with consumer behavior trends .Camera IQ Think , With the growth of mobile e-commerce market , Move AR Marketing is also growing .

According to the survey ,71% Consumers shop on mobile terminals , also 37% Consumers choose computers 、 Offline shopping . It is worth noting that ,14% Consumers only shop on mobile terminals , Therefore, brand intelligence attracts some users through mobile terminals .

During the outbreak , We see a decline in the frequency of offline shopping , Shopping habits of consumers of all ages are changing , Yes 60% Millennials shop offline ,Z Generation only 31% Shopping offline . Even consumers who like to try first and then buy , They also tend to use mobile devices for online shopping . Compared with offline try on ,30% Consumers prefer to use AR Come virtual try on .

Social applications become new advertising platforms

According to the 2021 Annual data display , Tiktok overseas TikTok At one time, its traffic even exceeded that of Google search engine , You can see the push short video content and UGC Ecological prospects .Camera IQ Think , In the future, social platforms will become a new battlefield of brand marketing , It will provide an interactive experience that traditional advertising does not have . except TikTok Outside ,Facebook、Instagram And other platforms also dominate .

According to statistics ,51% Z Generations of users will use Facebook,64% Z Generations will use Instagram. by comparison , Millennials prefer to use Facebook（73%）, Only 56% Use Instagram. Besides ,Z Generation has 54% Use TikTok,53% Use Snapchat, Millennials have 47% Use TikTok,48% Use Snapchat.

Consumers explore new brands on social platforms

Camera IQ Think , Compared with any other platform , Consumers are more likely to explore new brands on social platforms （66%）,34% Respondents claimed that they would learn about new brands through online celebrity , And netizens usually use social platforms to interact with fans . Brands can build public praise for products through online celebrities on social platforms , In addition, it can also be publicized through the sharing function of social platforms .60% The respondents said they would learn about the new brand through the recommendation of friends and family .

For millennials , Social platform promotion is as important as friends' suggestions , and Z Generations are more inclined to discover new brands through social platforms .

AR Short video marketing

according to the understanding of , Among the consumers surveyed 91% Daily use of short video function ,72% It means that it will shoot short videos many times a week ,44% I brush short videos every day . In short video applications , Users can create and browse content , And share it with others . meanwhile ,AR Filters bring different ways to play short videos , It also brings brand-new interactive marketing channels .

Social platforms can not only help improve brand awareness , It is also expected to improve the commodity conversion rate .82% Respondents have bought goods on social platforms , also 70% Consumers will regularly shop on social platforms （ At least once a month ）. According to the Statista expect , This trend will also accelerate , The e-commerce business of American social platforms will be in 2025 Growth before 37%.

actually ,AR It is an ideal form for brands to contact consumers ,AR The visualization and interactivity of help enhance consumers' buying confidence , So as to improve brand sales and return on investment .

In this report ,Camera IQ It also investigated consumers' views on brand content on social platforms , Most of them hope to learn about new products or services through brand content （60%）, Others said it was to experience entertainment content （57%）, Or experience social elements . Compared with millennials and X generation ,Z Generations pay more attention to the entertainment of brand advertising （59%）, And hope to understand the product through advertising Z Generation consumers account for only 52%.

39% Respondents used AR To view virtual furniture products ,36% use AR Come and try on the clothes 、 Try cosmetics and accessories ,32% use AR Play mobile games , In addition, it is also used AR To create content .

Camera IQ Express ：AR There are many application scenarios , There are also many different forms in marketing scenarios , Such as interior design visualization 、 Try on clothes 、 Interactive content, etc . Which? AR The content is more attractive ？28% Consumers prefer interesting AR Transition effect ,26% I like visually beautiful AR effect ,20% Like brand AR game ,19% Like commodity visualization AR Filter . Explain how to improve the effect of brand advertising , These forms AR Filters are effective enough .

in addition ,AR Advertising is more conducive to consolidating brand values and image , And enhance consumers' sense of identity , Put the consumer at the center of the narrative , Encourage co creation and sharing .Z There are 32% Like interesting AR Content , Among millennials 26% like AR game ,24% Like interesting AR effect , Millennial generation ratio Z Generations prefer AR visualization （22% vs 9%）.

Compared with traditional advertising content ,39% Respondents prefer AR advertisement , And hope that the brand will add AR. It means , People prefer interactive content , Not passive content .Camera IQ Express ： We developed AR The average broadcast rate of advertisements is as high as 60%, The participation of passive content is only 1.6%.

The report also investigates consumer sharing AR The reason of , among 26% To get feedback from others ,25% To share stories or content ,21% To share interesting content ,19% Is to let others experience ,9% To show AR The effect of .41% Compared with Traditional Advertising Copywriting , More willing to share AR advertisement .

except Camera IQ Outside the report of , In the near future Neuro-Insight Also with the Mindshare、Zappar cooperation , Research AR Impact on nerves and brands . Studies have shown that ,AR Greatly improve the visual attention of the brain , The effect is almost non AR Twice the content . because AR Will trigger the brain's surprise response , So people are more willing to participate AR Experience .

The study also found that , People are right. AR The memory of content should be high 70%. Foreign media The Drum Pointed out that ,AR Attract more attention than 85 second ,AR Marketing has a significant impact on brand cognition and shopping decisions .59% Consumers said they were experiencing AR After trying out the function , More likely to buy goods .AR Advertising is expected to enhance brand affinity ,42% Consumers say they are more likely to use AR Advertised brands buy goods .Camera IQ Pointed out that ,AR Marketing strategy will improve the brand conversion rate 3.4 times .

and Snap Then predict ,2025 There will be 37% Of Z Generations of consumers use before buying AR The trial .Eclipse Group According to the research of ,72% Of AR The user said that he would because AR Buy goods for advertising .

All in all ,Camera IQ Express ：AR Marketing is expected to drive product sales , It is welcomed by consumers , Easier to spread , For mobile and social platforms . Appropriate AR Content is expected to directly affect purchase decisions , It will bring diverse publicity channels to marketers . Reference resources ：Camera IQ