July 30, 2021
Less than half of consumers claim interest in using virtual or augmented reality tools before making a purchase, although it depends on the category, according to a global report YouGov survey.
In terms of clothing, 43% of consumers were interested in using the advance purchase of RA / VR. This compares to technologies / appliances, 36%; furniture, 29 percent; and video games, 20 percent.
Interest declined further among younger respondents, offering hopes for greater acceptance as younger generations age. Among young people aged 18 to 24, the interest in using AR / VR to buy clothes was 52%; technologies / appliances, 40 percent; furniture, 32 percent; and video games, 38 percent.
The survey was presented from January to February.
With stores off-limits or restricted, it was expected that the adoption of RA / VR “test before purchase” experiences during the pandemic would have accelerated. Marketing professionals launched numerous executions in fashion, beauty, furniture and other categories with strong press coverage, but it is unclear to what extent they were welcomed.
Euromonitor “Consumer voice: digital survey“Taken in March, it also found fairly low enthusiasm, despite the availability of virtual reality and virtual reality technologies for years. Fifty-eight percent of connected consumers worldwide reported that they had not used none.
Of those who have used AR / VR in the last year, 71% have used it to play games. Thirty percent used the technology to buy household items, furniture and clothing, slightly more than in 2020. 30% considered that the possibility of practically trying on clothes was an important online feature.
Among social media channels, Facebook and Snapchat have announced the use of A / R as they develop their e-commerce capabilities.
Snapchat, the father of Snapchat, acquired Vertebrae in mid-July, which helps brands make 3D digital versions of their products, and partnered with luxury e-commerce site Verish to launch their e-commerce ambitions.
On his second quarter call last week, Snap officials said mthere are now more than 200 million newspapers on average daily with AR activated Snapchat and more than 200,000 creators use Lens Studio to build AR targets.
Jeremi Gorman, commercial director of Snap, said: “We know that AR can play a key role in improving the shopping experience for buyers that has been beneficial to both the retailer and the customer.”
DISCUSSION QUESTIONS: Should the apparent slow adoption of RA and / or VR for e-commerce be of concern? How confident are you that AR / VR will one day be a widely used tool for online shopping?
“Should the apparent slow adoption of RA and / or VR for e-commerce be a concern?”