London

February 12-13, 2019

London
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Reality Check: What Brands Need to Know About Consumer Perceptions of Augmented and Virtual Reality

Room 1 | 10:00-10:30 | Wednesday, February 13, 2019

As ever, brands, marketers and researchers alike are on an endless quest to grow through new product development, innovation and technology. Testing out the seamless use and fit of new tech’s potential such as AR and VR for research, and eventually marketing, is all in the name of increased reach, reputation and equity in the industry. As we laser-focus on the means and methods in isolation, how much do we drill down into the consumer perception to adoption journey for AR and VR? Is the everyday consumer reality really shifting at the same pace as it does for industry trailblazers? GlobalWebIndex’s bespoke study looks into consumer awareness, attitudes and future appetite for new technology and use cases, presented by Director of Global Insights and Consumer Psychologist Nisa Bayindir.

Presentation type:

  • Research Report

Subjects covered:

  • Virtual/augmented reality

Takeaways:

  1. They just want to have fun – for now: The consumer appetite and awareness around AR and VR is still based around fun, entertainment and escapism (but this doesn’t mean current uses will hinder wider and more meaningful adoption – remember where social media was in the early nineties?).
  2. Brands should “show and tell”: Brands shouldn’t take basic AR/VR awareness as the guarantors of adoption; it’s the education on function of new tech that will get the consumer buy-in.
  3. Value is not linear: Consumers are savvier and have a lot of expectations from these tech solutions, so brands have to go beyond ticking the boxes with tech innovation and be a natural extension to consumer’s real “selves.”

Speakers:

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