Brands overestimate AR filter’s fun score among consumers, Snap and Ipsos research reveals

While almost three-quarters of the global population is predicted to be using AR by 2025, research conducted by Ipsos on behalf of Snap found only half (49%) of Australian consumers want to use augmented reality (AR) for fun.

The research ‘Augmentality Shift’ said brands overestimate consumer desire to use AR for entertainment by 1.9x, as consumers are more interested in shifting future usage towards utility.