Augmented reality (AR) technology is becoming a major part of consumer behaviour. That was the conclusion of the speakers at the AR Summit in London, who also stressed the increasing importance of understanding that the technology must remain useful and interesting, as well as provide a natural experience. And, of course, the AR experience for the consumer should be
about what they want to have, as well as what they need to have. Ann Longley, head of social media at MEC, said: “It’s never been more important to understand consumer behaviour and how people are using technology.” She referred to the fact that building content and applications that people want makes them successful, highlighting that the best way to do this is by understanding that the consumer.
AR technology is here to stay and will become a fundamental part of marketing strategies. There is huge potential in the sports industry for AR, with predictions that the industry will fully embrace it. From an advertising perspective, AR will grow. According to speakers, 3D glasses will find their market. Using consumers as the carriers for your AR project is a useful strategy to adopt as it can quickly determine its likeability, noted Dutch new media artist, Sander Veenhof. He highlights that his iPhone dance app Dance.AR, which creates a globally synchronised dance performance through AR technology, gives consumers something to learn from as well as enjoy. "With AR, there are real world limits that you can break." AR applications that feel personal and natural are what consumers will connect with the most and AR technology in a number of ways has become a bridge that helps people better understand things.
Head of interactive at Play Nicely, Scott Fletcher believes that the value of AR is giving people something they want, but don’t expect to get. Adding to this, co-founder of Layar, Claire Boonstra insisted that AR can be a part of consumers' everyday lives through the way people choose to engage with it. Consumers, however, want an immediate response when they engage with AR technology and that continues to be the biggest challenge.
