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

Sophie Harding Futures Director Mindshare UK

THE FUTURE OF AUGMENTED REALITY

2

Layered | The Future of AR

QUALTITATIVE QUANTITATIVE EXPERTS NEUROSCIENCE

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

Layered | The Future of AR

AR ENTERS THE PLATEAU OF PROUCTIVITY

Source:Gartner

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

Layered | The Future of AR

5 KEY FINDINGS

AR IS POWERFUL AND COMPELLING

HIGH COGNITIVE ACTIVITY LOW COGNITIVE ACTIVITY

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

0.75 0.86 0.63 0.64 0.66 0.56 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1 Emotional Intensity Visual attention Strength of brain response AR TV Online

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

RIGHT BRAIN VISUAL ATTENTION FOR AR TASKS

+95%

MEMORY FOR AR TASKS

+70%

Layered | The Future of AR

RIGHT NOW IT’S A BIG SURPRISE

Layered | The Future of AR

AR IS CLEARLY STILL A AND TO PEOPLE

0.0 0.2 0.4 0.6 0.8 1.0 1.2

Approach/ Withdraw Memory - R Emotional Intensity Attention - R Attention - L Engagement Memory - L

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

Multi use Single use Entertainment Information

Social Communication Mobile Gaming Storytelling

“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

Multi use Single use Entertainment Information

Social Communication Mobile Gaming Storytelling Service info Connected packaging Translating Wayfinding Education

Active Evaluation Post Purchase Experience Initial Consideration Moment of Purchase

TRIGGER

THE EXPECTATION OF A ‘LAYERED’ WORLD

55%

Agreed it would be a good thing if you could

‘point your phone at any

• bject and get

additional information’

68%

• f AR users believe AR

would be most useful if it

‘can figure out the right information to show me at the right time all by itself’

“I can picture it. When you’re on the bus and it pings up, ‘you need to get off here’ or ‘there’s a supermarket here’. It would be so useful if it showed helpful things.”

Workshop & online community participant

‘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

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

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

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

CONSIDERATION

“where can I get a crochet crop top?”

DECISION

“buy crop top, size 10 from Topshop”

AWARENESS

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