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Snap and Ipsos release new ‘Augmentality Shift’ study

AR in different dimensions: New report by Snap Inc. and IPSOS provides findings on ‘Aumentality Shift’ for UAE and KSA markets

Although everyone has been talking about Augmented Reality for a while, many decision-makers continue to undervalue its possibilities. The recent “Augmentality Shift” study by IPSOS in partnership with Snap Inc. reveals its true potential. The report studies the UAE and KSA markets and highlights how the perception of AR is shifting, revealing that it is a need for everyday life.

For decision-makers, brands, creative leaders, and innovators, this means acknowledging the change, understanding AR technologies, and beginning to utilize them. The study’s findings demonstrate what brands can do to address consumer expectations.

Some key insights:

  • 94 per cent of brands think AR is primarily for fun despite only 53 per cent of KSA and 46 per cent of UAE consumers viewing it this way
  • 2 in 3 consumers (67 per cent KSA – 66 per cent UAE) identify shopping as the main reason for using AR
  • Over 80 per cent of participants in the MENA region are interested in using AR to interact with a product before buying it
  • Products with AR experiences lead to a 94 per cent higher purchase conversion rate
  • 82 per cent of brands claim that the number of returns made by consumers can be reduced with the help of AR
  • 84 per cent of brands who use AR say it helps to drive sales, acquire new customers and drive performance metrics
  • Despite high interest from consumers, only 26 per cent of brands in the region are providing AR learning experiences
  • Beyond shopping, brands can also enhance consumers’ well-being, with 83 per cent of Saudi and 79 per cent of UAE participants showing interest in using AR to participate in fitness activities

Commenting on the latest Augmentality Shift research, Jake Thomas, head of UAE market at Snap Inc. said: “The findings from our latest research present a unique opportunity for brands to expand their reach and tap into new audiences all while driving meaningful business results. An average of 80 per cent of consumers in both Saudi Arabia and the UAE expect and want to use AR as a practical “tool” in their everyday lives. With the accelerating expectations of consumers, Snap’s AR capabilities continue to offer brands with endless possibilities to bridge this gap and drive meaningful business outcomes.”

Today, a growing number of people want to explore AR as it allows them to discover their surroundings, engage with others, and enhance their own lives. For brands, AR can aid in making brand’s values more tangible for consumers, creating seamless experiences along the entire customer journey, from building awareness to long-term loyalty.

The full Snap Augmentality Shift report featuring additional insights and the research methodology can be found here.