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March 06, 2019
Extended Reality (XR) is a lifestyle, not a feature: Brands must create more human-centric experiences
By: Rori Duboff

The most prevalent consumer use cases of XR technologies – gaming and watching videos – have largely been built on a foundation of tried and true media formats. While it’s understandable that brands have looked to the past for their first forays into XR, new data (unreleased until now) on consumer engagement and purchase intent with branded XR content is clearly showing the demand is there for those who can deliver a wholly new type of experience.

A commissioned study conducted by SuperData, a Nielsen Company, on behalf of Accenture Interactive, shows just how important XR has become as a mechanism to make a particularly positive impact on purchase intent – especially where marketers strategically leverage the medium’s capacity to provide indelible (and wholly unique) experiences.

VR ads have a positive impact on purchase intent

AR ads have a positive impact on purchase intent

Still, too many brands currently remain on the sidelines without formulating a clear strategy of how to engage in this new space. Yet, as VR and AR emerge as lifestyle technologies, smart brands will seek to understand how consumers incorporate – or hope to incorporate – XR technologies within their lives to serve their passions and motivations. As consumers become more aware, familiar and comfortable with XR technologies, we see that consumers are interested in a range of experiences from exploration and travel, to shopping, learing and beyond.

XR consumer personas

At SXSW, I’ll be discussing how brands should embrace, explore, and execute on the uniquely rich and unprecedented potential of XR to deliver meaningful experiences along the user journey.

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