The phenomenon of Pokémon Go put augmented reality on the awareness map for many consumers, even though that was only one use.
It turns out there may be a wide range of consumer perceptions and awareness levels around augmented reality, with a key characteristic being that people want AR to be practical.
The most common sources of AR awareness revolve around gaming, followed by ads in app stores, online or on TV and then by having heard or read about AR while browsing tech industry news or other online content.
These are some of the findings in a qualitative study via an online exploratory research group, somewhat like a focus group, with 40 participants with varying degrees of awareness relating to augmented reality. The study was conducted by Gut Check, a market research firm exploring the general AR consumer awareness level.
The findings point to a desire for practicality, suggesting it is less significant to stress what augmented reality is and more important to describe what it does or how it works in relation to a specific area. Here are some of the observations from the research:
Augmented reality is coming in a big way down the road. At least more consumers seem to be getting somewhat of an understanding what it is. Now it has to do something for them.