To build off of our previous posts about the definition and impact of augmented reality and some of the consumer insights into AR, we want to talk more about the messaging and communication side. Brands who may have already developed an AR tool, or are in the process of developing one, will also need to know how they can message and communicate their solution—because while AR may be a game-changer for the advertising industry, it’s also going to be about advertising AR itself.
More About the Research
The exploratory research study we conducted on AR was not only meant to provide more insights into consumer perceptions and use cases for AR, but also meant to help brands understand how to talk about and communicate an AR solution. Therefore, the study also sought to answer the question, how can businesses leverage consumer feedback of AR in their own AR development and messaging?
Further, the results can be used to identify important lines of questioning among a brand’s own target audiences as it relates to AR: how they’d use it, what features they’d prefer, and what gaps should be considered when they introduce their AR offering to the market.
More Findings & Recommendations
Based on some of the insights from our research, we can provide a few potential recommendations to brands looking to develop an AR solution. Most existing tools for AR are focused on entertaining people, but those that serve a practical purpose may have a competitive advantage of them and should highlight that advantage in communications. Show what need an AR tool solves by providing the questions it can answer—especially when it comes to online advertising.
Consumers want to quickly and easily understand how an AR solution works since it can be a bit more confusing to begin with. So use a name for the app or technology that also alludes to how it works, and develop app store or advertising content that incorporates video tutorials or examples of the product in action.
Further, only 17% of U.S. internet users feel their personal information is secure online, as reported by Statista. This shows that security and privacy concerns are always a concern when it comes to connected technology. As a result, be sure to provide an easy to read and digestible product description that also highlights any privacy or security concerns.
To see the specific insights driving these recommendations, download the full report. You’ll also learn
- How consumers describe those who’d use an AR tool and
- What tactics would encourage consumers to download or use an AR tool
- Other concerns and sentiments towards AR technology