Consumers’ Use of Augmented Reality Apps: Prevalence, User Characteristics, and Gratifications
Anne Roos Smink, Eva A. van Reijmersdal, Guda van Noort · Journal of Advertising · 2021
This study provides a better understanding of consumers’ use of augmented reality (AR) apps by examining the (1) prevalence, (2) user characteristics, (3) gratifications, and (4) preference for AR, and (5) differences between a range of AR app types. To examine these aspects of consumer use, a survey (N = 1,978) was administered among a representative consumer sample, with participants ranging from 18 to 65 years old. This study provides an update on adoption of AR apps and an overview of the individual characteristics and gratifications that can enhance or limit (continued) use of AR apps. Findings may guide future AR research and give practitioners insights to employ AR apps that are of added value to consumers.