Try to wear sunglasses and find heights: augmented reality is gaining popularity in Switzerland
A study from the University of Lucerne shows that half of the Swiss population uses augmented reality applications – sometimes without even knowing it.
It has been a long time since the Pokémon Go mania erupted in Lucerne in the summer of 2016. For many, the popular mobile game was their first interaction with augmented reality (AR). In the meantime, not only are many other applications using this technology, but the acceptance has also increased. According to the “Swiss Augmented Reality Scale”, which was developed under the guidance of Professor D. Recently published by Reto Hofstetter (professor of digital marketing at the University of Lucerne), almost half of the Swiss population has already used augmented reality applications once.
One of them is the “Swiss Augmented Reality Scale” University of Lucerne study (Institute of Marketing and Analytics), which was implemented in cooperation with the software agency for augmented reality applications Bitforge and SBB. This is the first study of its kind in Switzerland. Previous studies have always focused on the United States, says David Finken, doctoral student and staff at the University Institute of Marketing and Analytics and one of the co-authors of the study: “Our study shows for the first time how RA requests are accepted. in Swiss.”
Face filters are particularly popular
To this end, 1014 people were questioned on this subject last November. The result: one in two people has used an AR app. Satisfaction is also high: 67% are satisfied with existing augmented reality applications. But: only 46% of users know that the application they are using is augmented reality. “A lot of people don’t realize they’re using augmented reality. But it doesn’t play a major role for them either, the benefit or the fact that they take advantage of it is more of a priority for them, explains Finken. The average augmented reality user is less surprising: compared to non-augmented reality users, they are younger, more likely to have a college degree, and more inclined to new technologies.
Popular applications are face filters on social networks, virtual display of mountain names, indoor distance measurements or product virtualization. The latter is increasingly popular: more than a quarter of users of augmented reality applications have already used them for the virtual display of products, for example to display furniture in a room or to try on sunglasses. . Twenty-one percent of these people said they made a purchase after seeing the product virtually, but no causal link can be established.
Respondents who already have experience with such apps are by no means optimistic: 39% said the experience of augmented reality could replace visiting stores. Bad news for an already struggling retail business? No, said Finken. “Augmented reality can also open up new opportunities for retailing office supplies,” he says. For example, with the so-called “magic mirrors”, which you can use to change the color of a garment with the push of a button, for example. You can save space by using such a mirror and experimenting with different sizes instead of the whole color palette.
Augmented reality glasses are still a rarity
It is still too early to assess the potential of augmented reality in Switzerland. A high level of acceptance is a good sign, but the technology is still in its infancy, says Finken. He also sees future potential in the professional field and in training, he says. For example, learners can use an AR app to see what’s inside the device to better understand how it works. Augmented reality glasses are also a problem. While most augmented reality apps are currently used on smartphones and tablets, augmented reality glasses could play an even bigger role in the future. Today, around a third of respondents can imagine using such glasses in everyday life in the future.
There are concerns about data protection, for example. However, nothing was asked specifically about it – it could be a topic for the next scale, says Fink. It is expected that the study will be repeated at regular intervals.
The results of the study will be presented on July 1 at 4 p.m. Due to current restrictions, the event will take place via video conference via Zoom. Register now Here. Can the full report Here can be obtained.