2021's Up and Coming Mobile Trend: Augmented Reality
By Brianna Allison
Mobile trends come and go quickly, but one trend that has been on the rise over the past couple of years is augmented reality (AR). Research conducted on the trend shows that the global AR market should grow to more than $200 billion by 2022. This new technology has completely changed consumers’ shopping experience, particularly in response to COVID-19 since the pandemic has prevented consumers from physically going into stores to purchase items, such as makeup, furniture, clothes, etc. Surveys conducted by ISACA have even revealed that “60% to 70% of consumers see clear benefits in using AR” in their everyday activities and work.
What is Augmented Reality (AR)?
Augmented Reality is the combination of several technologies to provide users with virtual objects in their natural environment. It allows them to gather information and data on the objects that are right in front of them by enhancing the environment around them. While traveling, you may want some information on the landmarks and buildings around you, like in the example below. AR can help to identify what building is in your field of vision through GPS tracking and satellite navigation.
““Augmented reality is the integration of digital information with the user’s environment in real time. Unlike virtual reality, which creates a totally artificial environment, augmented reality uses the existing environment and overlays new information on top of it.””
What’s the difference between AR and VR?
With AR, the user is able to add digital elements to the natural environment which allows them to learn more about their surroundings through their smartphone. On the other hand, virtual reality requires users to have specific devices, including HTC Vive, Oculus Rift, or Google Cardboard, which transport them into a completely digital world.
Pros of AR
Easily Accessible for Everyone
Takes the Store to the Customer
Enhances Customers Experience
There are many advantages for brands to use AR to reach consumers. In Webs of Influence: The Psychology of Online Persuasion by Nathalie Nahai, she discusses how motion should be used deliberately and carefully “to direct the viewer’s attention to a specific point or call to action (CTA)”. This is also important when it comes to AR. Many consumers are hesitant to purchase certain items online without being able to see the true size of the product, the color, or test it out. With AR, brands are able to catch the eye of the consumer because it’s a more personalized experience. Since consumers get to know the product better, they are more likely to purchase the product, resulting in higher sales.
Examples of AR Today
Today there are more and more brands that are taking advantage of the augmented reality technology. One of the first popular uses of AR was in Pokémon GO in 2016, where users would find Pokémons hidden in their surroundings. They would have to walk around their community to find and catch the Pokémons. This new way to immerse yourself in the game became highly admired. In response, other brands started to introduce their own AR resources to consumers. Some examples include IKEA, Sherwin-Williams, and Sephora. In IKEA’s Place app, users are able to compare furniture items and see true-to-scale models in their own space. Sherwin-Williams ColorSnap Match app is a similar concept but with paint colors. Users scan any product or surface, and the app will match it to the closest color that Sherwin-Williams supplies. They are also able to see what colors will look like in various rooms without having to purchase a sample. Another example is Sephora’s Virtual Artist section within their app. Using this feature allows users to create an entire makeup look on their own faces and see what different products and shades look like. These are just a few examples of mobile AR, others include virtual try-on with jewelry, shoes, clothes, and home improvement items.
In Conclusion…
As technology continues to advance, so does augmented reality. Already, within the couple of years that it has been popular, it has shaped the way that consumers shop for everyday products, travel, work, and play. It is foreseen that AR will impact education, marketing, retail, and healthcare more so in the future. Today, within an instant, your smartphone is able to enhance the natural environment around you by producing digitalized data and information to users. This new technology has the potential to transform the ways in which we perceive the world forever.
Sources
https://www.statista.com/statistics/591181/global-augmented-virtual-reality-market-size/
https://marketbusinessnews.com/financial-glossary/augmented-reality-ar/
https://www.marxentlabs.com/ar-in-retail-top-augmented-reality-retail-apps-guide/
Webs of Influence: The Psychology of Online Persuasion by Nathalie Nahai, pages 71-72