3 Things Every Marketer Should Know About AR and VR
Augmented Reality (AR) and Virtual Reality (VR) technologies are set to unlock more immersive experiences for people and businesses to communicate in the future. So how is this new technology going to impact marketers specifically?
Facebook’s new global survey talks to internal experts who are shaping these new technologies. Here are the results of what the future of reality make look like for people and brands.
1) AR is already adding to daily life
From emojis in messaging apps to the rise of mobile video, visual communication continues to grow. Even if you don’t think of it as AR, many people currently enjoy some form of it on mobile. Popular forms of AR include apps that scan and translate text on the go, send people chasing animated creatures around the neighbourhood, or apply fun face filters through mobile formats, such as Instagram stories.
According to Fan Huang, Product Marketing Manager of Facebook, “One of the current benefits of AR is that it’s at everyone’s fingertips, on their phones.”
2) VR will help people to defy distance
By 2020, it’s predicted that more than 1 in 5 internet users in the US will experience VR content at least once a month. While AR is used within existing physical environments, VR can transport people to completely new worlds. This can create a range of uses beyond gaming, such as helping people overcome phobias in a safe, virtual space, to facilitating training for medical students.
Facebook’s global survey across 11 markets revealed:
- 65% anticipate that VR will become a part of daily life
- 60% are interested in using VR to interact with colleagues who are far away
- 47% agree that VR will be considered as real as the physical world
3) AR and VR are poised to transform the path to purchase
While online shopping is becoming widely used, people are still wanting to try products in person before making purchasing decisions. AR and VR combine the convenience of online shopping with the confidence that comes from trying products in stores. Many consumers are eager to use AR and VR technologies to streamline their shopping experience.
People surveyed have stated they would be interested in using VR to test out a range of products before purchasing:
- 71% Travel – researching vacation destinations or hotels
- 59% Entertainment – watching films from an immersive perspective
- 58% Retail – Trying on clothes or makeup
- 49% Auto – test driving a car
- 48% Gaming – experiencing a virtual game