Few consumers use augmented reality tools when shopping via mobile, but those who do are finding them extremely useful. In fact, while just 9% of US internet users surveyed by Catapult Marketing in November 2013 used mobile augmented reality tools when shopping for consumer packaged goods (CPG), the majority of respondents (53%) said that augmented reality was very helpful—the No. 1 response.
he number of consumers using augmented reality will likely grow as marketers respond to the positive feedback from those who are using it. In January 2014, Accenture found that “natural user interfaces” such as augmented reality were among the top technologies senior executives worldwide said they would consider as part of their future digital/IT agenda.