A new study explores the impact of augmented reality on retail. The study from Interactions shows technology is changing shoppers’ purchase behavior. “The Impact of Augmented Reality in Retail,” a study of more than 1,000 Americans, that takes a closer look at the ways in which consumers like to use augmented reality as a part of their shopping experience.

The study found that most people would shop at a retailer more often if they offered augmented reality.

“It’s not surprising that 61 percent of respondents reported that augmented reality has already changed where they decide to shop,” said Bharat Rupani, President of Interactions. “AR is reshaping the way shoppers experience and engage with retailers. We are seeing even the most traditional brands start to include this experiential element in stores, largely driven by customer interest.”

With women controlling most purchase decisions, marketers should know that AudienceSCAN data shows 40% of Augmented Reality Users are female.

Changing Today’s Shopping Experience
Shoppers reacted favorably to the presence of augmented reality, both in-​store and online. Sixty-​one percent (61%) of respondents say they prefer to shop at stores that offer augmented reality over ones that don’t and 68 percent said they’d spend more time at a retailer if they could shop with AR. Augmented reality has the potential to alter purchasing intent: 40 percent of respondents said they would be willing to pay more for a product if they could experience it through AR and 72 percent said they had purchased items they had not planned on because of augmented reality.

Furniture retailers should note that 30.7% of Augmented Reality Users plan to buy office equipment, furniture or supplies in the next 12 months, and another 12.1% will purchase baby/​nursery furniture, according to AudienceSCAN research.

Augmented Reality Preferences and Popularity
Interactions found that shoppers view augmented reality positively and see it as a helpful, complimentary tool. Fifty-​five percent (55%) of respondents said that AR makes shopping fun and 45 percent like that it saves them time. Augmented reality also presents an opportunity for retailers to provide more information for shoppers: 77 percent of those surveyed want to use AR to see product differences, like a change in color or style, and 41 percent use it to find out about special promotions and deals.

Retailers can tout their augmented reality features in mobile smartphone app ads or text message ads because the most recent AudienceSCAN survey reported 54% of users took action after receiving these in the past month.

Consumers can use augmented reality for a range of retail products. Here are the most popular, according to the survey:

• 60% — Furniture
• 55% — Clothing
• 39% — Grocery
• 35% — Shoes
• 25% — Makeup
• 25% — Jewelry
• 22% — Toys

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.