AUGMENTED REALITY Sophie Harding Futures Director Mindshare UK 2 - PowerPoint PPT Presentation

THE FUTURE OF AUGMENTED REALITY Sophie Harding Futures Director Mindshare UK

2

QUALTITATIVE EXPERTS Layered | The Future of AR QUANTITATIVE NEUROSCIENCE

A R / MR / VR MOBILE IN TER N ET PC

Layered | The Future of AR

AR ENTERS THE PLATEAU OF PROUCTIVITY Source:Gartner

D EVELOPER D EVIC E C ON SU MER IN FR A STR U C TU R E SC A LE R EA D IN ESS

Layered | The Future of AR 5 KEY FINDINGS

AR IS POWERFUL AND COMPELLING

HIGH COGNITIVE ACTIVITY LOW COGNITIVE ACTIVITY

1 0.86 0.9 Strength of brain response 0.8 0.75 0.66 0.7 0.64 0.63 0.56 0.6 0.5 0.4 0.3 0.2 0.1 0 Emotional Intensity Visual attention E M O T I O N A L I N T E N S I T Y V I S U A L AT T E N T I O N AR TV Online Source: Brain responses data for first 30 seconds. Note that for this chart Approach/Withdrawal has been adjusted by adding 0.6 to put it on the same basis as other measures

+95% RIGHT BRAIN VISUAL ATTENTION FOR AR TASKS

+70% MEMORY FOR AR TASKS

Layered | The Future of AR

RIGHT NOW IT’S A BIG SURPRISE

AR IS Layered | The Future of AR CLEARLY STILL A AND TO PEOPLE

Approach/ Withdraw 1.2 1.0 0.8 Memory - L Memory - R 0.6 0.4 0.2 0.0 Engagement Emotional Intensity Attention - L Attention - R AR Non-AR Source: Brain responses data for first 30 seconds. Note that for this chart Approach/Withdrawal has been adjusted by adding 0.6 to put it on the same basis as other measures

AR WILL MOVE FROM SURPRISE AND DELIGHT TO EVRERYDAY UTILITY

Single use Storytelling Mobile Gaming Information Entertainment Social Communication Multi use

“You’d just hold your phone above the food in your cupboard, it would recognise the ingredients, tell you what dishes you can make and then show you how to do it.” Online Community Participant ‘Sight’ Sight Systems

Single use Storytelling Service info Mobile Gaming Information Entertainment Connected packaging Wayfinding Social Communication Translating Education Multi use

Active Evaluation Initial Moment of Consideration Purchase TRIGGER Post Purchase Experience

THE EXPECTATION OF A ‘LAYERED’ WORLD

55% Agreed it would be a good thing if you could ‘point your phone at any object and get additional information’

“I can picture it. When you’re on the 68% bus and it pings up, ‘you need to get off here’ or ‘there’s a supermarket here’. It of AR users believe AR would be most useful if it would be so useful if it showed helpful ‘can figure out the things.” right information to show me at the Workshop & online right time all by community participant itself’

‘Hyper - Reality’ Keiichi Matsuda

AR WILL TRANSFORM THE SEARCH LANDSCAPE

Finally! Years ago, when Shazam first came out I used to think I’d just love to go up to someone and Shazam their outfit

CONCISE INFO QUICK INFO ONE RESULT EXACT MATCH LOTS OF RESULTS COMPARING PRICES EXPERT ADVICE DETAILED INFO COMPARISONS INSPIRATION SIMILAR MATCH VISUAL VOICE

FINDIN FI NDING G NUTRIT NUTRITIONAL IONAL IDEAS/ IDEAS/ COM OMPLIM PLIMENTA ENTARY INFORMATI INFORMA TION ON INSPIRA INSPIRATION TION IT ITEMS EMS

“How can I replace this “What goes with this?” “What is this?” part?” “Who is this?” “What’s wrong?” “What does this mean?” “Who sells this?” “How do I buy this?” “Where can I buy this?”

AWARENESS CONSIDERATION “where can I get a crochet crop top?” DECISION “buy crop top, size 10 from Topshop”

KEY FINDINGS • AR IS POWERFUL AND COMPELLING • RIGHT NOW IT’S A BIG SURPRISE • AR WILL MOVE TO EVERYDAY UTILITY • ULTIMATELY ITS MEMORY THAT WILL MATTER • A ‘LAYERED’ WORLD WILL BE THE EXPECTATION • AR WILL TRANSFORM THE SEARCH LANDSCAPE

Layered | The Future of AR