The pandemic has familiarized us with new ways of connecting to others, notably with the use of video or live streaming. However, these technologies force us to choose between the physical or the virtual. Augmented reality (AR) and virtual reality (VR) mix the physical and the digital. It is a new era of consumption that opens for
e-commerce brands.
Indeed, AR and VR, contribute to bring communication between humans to a whole new level, regardless of physical boundaries, the world can then come together. An article from Facebook tells us that in a survey 74% of respondents said they consider AR as a way to connect the online and offline worlds. This is an eloquent figure, showing the maturity of AR in the minds of the respondents. A good opportunity for e-commerce brands.
The World is more ready than ever for virtual experiences.
The Facebook article also tells us that 3.3 billion people have access to AR through their smartphone, and that 82% of the people surveyed worldwide say they have used this technology. VR is also successful, with a growing user base, as well as all-in-one wireless devices that are attracting more and more people at increasingly affordable prices. The development of 5G will boost the use of AR and VR and no doubt stimulate new forms of consumption that is simultaneously disrupting the world of e-commerce.
For their part, consumers are evolving, and their expectations of brands are driving them to seek ever more interactivity and continuity between the online and offline worlds. And Covid 19 was a gas pedal of these new uses. Nearly half (44%) of those who tried AR and VR to explore products or services for the first time said they did so during the pandemic.
Entertainment boosts usage, an opportunity for
e-commerce !
Entertainment brands are increasingly offering virtual experiences powered by AR and VR. Among them we can talk about the launch of Kylie Minogue's new album, DISCO, which offered her fans an augmented reality experience on INSTAGRAM. The campaign reached 6.5 million people.
The gaming world has long exploited Augmented Reality and Virtual Reality technologies. They are now using them in new areas to build brand awareness and fan engagement. The Summoners War franchise for its latest instalment, offered an AR social filter event.
We also find these technologies in the cultural world. Cinema with the short film Colette that was featured in the VR title Oculus Medal of Honor: Above and Beyond, which won the Oscar for best documentary short. Also painting, or AR and VR allow you to discover the masterpieces of Van Gogh in 3D .
It is with this type of entertaining experience that the uses of Augmented Reality and Virtual Reality will develop. It is a strong challenge for brands to know how to quickly surf on what should be more than a trend. It's a real new era of consumption that is opening up before us.