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Survey research from Thrive Analytics and ARtillery Intelligence uncovers who’s using mobile AR, how often, and in what ways.
Thrive Analytics and ARtillery Intelligence have released a new report. Entitled Mobile AR Usage & Consumer Attitudes, Wave 9, it reveals consumer behavior and attitudes around mobile AR, using original survey research. ARtillery Intelligence authored survey questions and a narrative report while Thrive Analytics administered the survey through its established consumer research engine.
Highlights include the fact that 39 percent of U.S. adult consumers have used mobile AR – up from 35 percent in the previous survey wave last year. Consumers are also using AR with high frequency, with 46 percent of mobile AR users engaging at least weekly, and 84 percent at least monthly. This is a strong demand signal, given that active use is a key metric for any consumer technology.
Top mobile AR experience categories include social lenses, due to Snap’s AR investment and innovation, as well as emerging social AR platforms like TikTok. Meanwhile, other categories such as AR shopping and visual search (e.g., Google Lens) continue to gain traction.
“Gaming and social are typically where new consumer technologies germinate,” said ARtillery Intelligence Chief Analyst, Mike Boland. “But history tells us that lasting value develops around utilities that solve everyday problems. This includes AR’s ability to add more dimension to shopping and to contextualize real-world surroundings through informational overlays, or even audio.”
From Handheld to Headworn
Lastly, though this report focused on mobile AR, 17 percent of those users report that they’ve made the leap to AR glasses, such as Xreal, Viture, and others in the latest generation of display glasses and smart glasses. This is a small but meaningful share that represents the early stages of AR’s evolution from handheld to headworn.
These results flow from Thrive Analytics’ acumen and time-tested practices in survey research. This wave (Wave 9) included a sample of more than 50,000 U.S. adults. Thrive Analytics and ARtillery will continue to analyze AR & VR market opportunities through the lens of consumer sentiments, including key trends uncovered after several waves.
“AR and VR remain in early-adoption phases,” said Thrive Analytics Managing Partner Jason Peaslee. “But though there are typical challenges and adoption barriers, these technologies will gradually transform the way people work, connect, and learn. We’re committed to quantifying that evolutionary path over the next several years.”
Report Availability
AR Usage & Consumer Attitudes, Wave 9 is available from ARtillery Intelligence and Thrive Analytics. Access to the source database and additional strategic analysis can be obtained from Thrive Analytics. This report also follows the corresponding VR-focused research: VR Usage & Consumer Attitudes, Wave 9.
About ARtillery Intelligence
ARtillery Intelligence chronicles the evolution of spatial computing, otherwise known as AR and VR. Through writings and multimedia, it provides deep and analytical views into the industry’s biggest players, opportunities, and strategies. Products include the AR Insider publication and the ARtillery PRO research subscription. Research includes monthly narrative reports, market-sizing forecasts, consumer survey data, and multimedia, all housed in a robust intelligence vault. Find out more here.
About Thrive Analytics
Thrive Analytics is a leading digital marketing research and customer engagement consulting firm. With clients spanning leading national brands, publishers, and agencies serving the small business community, it pairs proprietary market research services and data analytical tools with time-tested business insights and methodologies to help organizations measurably improve customer experience, loyalty, and sales results. Its mission is to provide superior research and support services that inspire clients to make smarter decisions. Find out more here.
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