Well, that’s a bummer. 

My interpretation is that most British adults are not aware of the broad applications of the tech. A lot of us switched off the AR mode in Pokemon Go because it did not add much to the gameplay beyond the novelty value of seeing your monster critters – but its also a shallow part of the game, as we all know.

What may happen in 2017 is that there would be a consumer-end title which can use AR tech to a new level – otherwise, I expect AR to be stronger in the B2B space in 2017.

Anyway, the study was conducted by Code Computerlove, and the information was from a OnePoll survey with 1000 British adults. The below are their key findings, and I have underlined what I found particularly interesting:

Which experiences will people be comfortable with in the near future?

  • Mobile payments (40%) and voice search (30%) are the two technologies consumers are most willing to embrace (and also the technologies they are most likely to have used already)
  • 8/10 wouldn’t be completely comfortable ordering through chat-bots in the near future
  • 85% wouldn’t be comfortable with screenless ordering (e.g. Amazon Dash). 98% said they haven’t tried this technology before.
  • 25% said they are comfortable with virtual reality for watching video, playing games and exploring spaces
  • Around a quarter said they had heard of both VR and AR but don’t really understand what they are. Almost 9/10 claimed they weren’t interested in using AR in 2017.
  • Whilst men tended to be more receptive to new technology in general, this wasn’t the case for mobile payments, where women showed more interest. 43% of females said they would feel completely comfortable paying for goods or services with a mobile device, compared to 47% of males.

What customers want in 2017

  • Nearly half just want the products and services they already use to be made better
  • 3/10 want to see fresh, innovative ideas
  • 1 in 5 want more time away from screens in 2017. This urge to disconnect is most prevalent amongst 25-34-year-olds.
  • Whilst there was a broad correlation between age and interest in new customer experience technologies, this wasn’t always completely linear. For example, 35-44-year-olds showed more interest in voice search and chat-bots than those in the 18-24 age bracket.
  • Although largely unconvinced by chat-bots and augmented reality, a significant proportion of over-55s are interested in using mobile payments (24%), voice search (22%), and even virtual reality (17%).

Tom Ffiske

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