Riyadh, Saudi Arabia-: Augmented Reality has been a hot topic for some time now, however the potential of this technology is still underestimated by many decision-makers in the various industries. This is proofed by the new study “Augmentality Shift” by IPSOS in partnership with Snap Inc. for Saudi Arabia. The latest findings showcase how the value of AR is currently perceived and which problems AR solves for consumers and brands in the Kingdom.
It is estimated that by 2025, almost all of Gen Z and Millennial populations in Saudi Arabia would have adopted AR. Decision makers have an opportune moment to recognise the shift and bridge the gap to meet consumers needs.
What did the report reveal?
● 94% of brands think AR is primarily for fun despite the fact that only 53% of consumers view it this way
● 67% of participants identify shopping as their main reason for using AR
● 3 in 5 e-commerce brands agree AR is an essential part of digital marketing
● 76% of brands that used AR lenses improved their brand awareness
● 84% of brands who use AR say it helps to drive sales, acquire new customers and drive performance metrics
● 4 out of 5 brands who already use AR say it provides opportunities for deep and meaningful engagement
● 83% of participants believe AR has the potential to help the environment by reducing returns
● 79% of consumers agree that AR makes their shopping experience easier
● 73% of brands agree that AR powers inclusivity
● 83% of consumers are interested in AR for learning however the tap is running dry and only 26% of brands are interested in serving this need
Commenting on the latest Augmentality Shift report, Abdulla Alhammadi, Regional Business Lead for the KSA market at Snap Inc. said: “AR has an unmatched power to transform brand experiences and drive consumer loyalty. Our brands across various industries have an opportunity to transform their businesses through AR. Saudi Snapchatters are amongst the most engaged globally, and we are excited to see how brands will leverage Snap’s AR capabilities to create extraordinary journeys, increase their brand awareness while also building purpose for their consumers.”
As one of the company’s biggest markets, Snapchat reaches 90% of 13-34 year-olds in the Kingdom, with a monthly addressable reach of 20 million. But rising adoption is far from the whole story; the playfulness of AR is no longer the only decisive factor; it is a useful tool in everyday life. The full Snap Augmentality Shift report for Saudi Arabia featuring additional insights and the research methodology can be downloaded here or viewed on the website here.