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Immersive technology is moving from novelty to mainstream shopping utility, with a majority of consumers having tried AR/VR and many reporting that these tools directly influence purchase decisions and brand interactions, especially via smartphones and AR-powered shopping features.
Key Takeaways
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Immersive tech is gaining traction: Six-in-10 consumers have used AR/VR, and more than half expect to increase usage, indicating that immersive experiences are becoming a routine part of digital behavior rather than a fringe activity.
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AR drives purchasing confidence: Nearly six-in-10 consumers have made a purchase after using AR features, suggesting that virtual try-ons and visualizations help answer questions about look, fit, and function, reducing friction in the buying process.
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Smartphones lead, but barriers remain: Most users access AR/VR via smartphones, yet high device costs, limited compelling content, discomfort, and privacy concerns continue to slow broader adoption, keeping regular immersive use to about a third of consumers.
