Executive Summary
Though AR’s future is headworn, its present is mobile. Most consumer AR interaction is on smartphones, such as social lenses. But how do consumers feel about the technology? Who’s using it? How often? And what do they want to see next?
These are the questions we set out to answer. Working closely with Thrive Analytics and its established survey engine, ARtillery Intelligence wrote questions to be fielded to more than 8,000 U.S. adults. As the tenth wave of this mobile AR research, the results are in, and we’ve synthesized the takeaways throughout this report.
So what did we find out? Mobile AR usage has declined from 39 percent of U.S. adults to 38 percent in this survey wave. As we’ll explore in this report, there are several possible reasons for this decline. For example, mobile AR may be reaching a saturated state as usage peaks and interest shifts to headworn AR, such as the various types of AI-driven smart glasses emerging.
But for those who do engage with mobile AR, they do so often, with 83 percent active at least monthly. Top categories include social interaction (e.g., lenses), as well as shopping and using one’s camera to identify real-world items (visual search).
What else did this year’s survey reveal? How should app developers and consumer-facing brands refine their strategies accordingly? And how many mobile AR users are expanding from handheld to headworn AR? We’ll tackle these and other questions in the coming pages.
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MethodologyARtillery Intelligence has partnered with Thrive Analytics by writing the questions for the Virtual Reality Monitor consumer survey. These questions were fielded to more than 8,000 U.S. Adults. ARtillery Intelligence wrote this report, containing its insights and viewpoints on the survey results.
For market sizing and analysis, ARtillery Intelligence follows disciplined best practices, developed and reinforced through its principles’ 20 years in research and intelligence in the tech sector. This includes the past 10 years covering AR & VR exclusively, as seen in research and daily reporting.
Thrive Analytics likewise follows best practices in consumer research, developed over its long tenure as a consumer research firm. More details about the survey sample can be seen in this report’s introduction and more about ARtillery Intelligence’s market-sizing methodology can be seen here.
Disclosure & Ethics StatementUnless specified in its stock ownership disclosures, ARtillery Intelligence has no financial stake in the companies mentioned in its reports. The production of this report likewise wasn’t commissioned. With all market sizing, ARtillery Intelligence remains independent of players and practitioners in the sectors it covers, thus mitigating bias in industry revenue calculations and projections. ARtillery Intelligence’s disclosures, stock ownership, and ethics policy can be seen in full here.
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