The Swiss Augmented Reality Barometer, published on June 21, is the first study on the use of augmented reality (AR) applications and consumer attitudes towards them. The study format, which is representative for Switzerland, was developed under the direction of Prof. Dr. Reto Hofstetter from the University of Lucerne, Institute for Marketing & Analytics, in collaboration with the software agency Bitforge and Swiss Federal Railways.
The barometer focuses on topics related to the use of augmented reality applications and the evaluation of these applications. The fact that every second person surveyed has already used an augmented reality application once indicates that the technology and its various applications have arrived in Switzerland. At the same time, many users are not aware that the corresponding applications are augmented reality.
Selected results of the study
More than two-thirds of respondents report that they are basically satisfied with the augmented reality applications they have used so far. The most commonly used augmented reality applications include, for example, face filters on social media, the virtual display of mountain names, distance measurements indoors, and also the virtual display of products. 28 percent of users say they have already used augmented reality for the purpose of virtually displaying products (for example, for virtually displaying furniture or virtually trying on sunglasses). In addition, 39 percent of all users of AR product representations are more likely to believe that this form of representation can replace the inspection of products in local stores in the future.
Study leader Reto Hofstetter explains: "Augmented reality product presentations make it possible to see the products directly where they are used. Consumers can thus get an initial impression of the product without having to go to a store first." Indeed, virtual viewing of "products at the point of use" is among the most frequently cited benefits of virtual product displays. In addition to the product display use case, previous users can imagine using augmented reality applications in navigating new locations, among other uses. A concrete use case could be navigation at train stations to get to a track as quickly as possible or to find stores at train stations.
In general, however, Reto Hofstetter sees augmented reality applications still in their infancy. An estimation of the potential for the Swiss market is therefore difficult to make at this stage, as a multitude of other augmented reality applications will emerge. One example of a future use of augmented reality is eyeglasses. Already today, about one third of the respondents can imagine using augmented reality glasses in everyday life in the future.