AR influences GenZ shoppers, but older demos skeptical

The promise of virtual AR try on is huge - helping shoppers get a more realistic sense of a particular item without having to visit physical retail, building confidence in the purchase and thereby potentially reducing return rates for e-commerce retailers. But new data from marketplace platform Jungle Scout suggests that AR adoption, interest and usage varies by demographic - at least for now.

According to the survey, 54% of shoppers have either never tried AR applications, like virtual try-on, or use it infrequently. But these findings vary by generation, with 68% of Gen Zers and 65% of millennials using virtual try-ons when shopping online compared with just 19% of baby boomers and 35% of Gen Xers. Jungle Scout consults with brands selling on Amazon.

Retailers have been experimenting with AR, which combines the physical with the virtual world, to help shoppers with purchasing decisions both while in-store and shopping online. This includes experiences like Amazon's "view your room" feature, which allows customers to use their camera to virtually view home furnishing products in their homes before making a purchase. 

According to the survey, 40% of consumers have never used virtual try-ons, while just 13% always use virtual try-ons when shopping online or in-store. 

One of the biggest concerns with AR revolves around data, with 26% of those surveyed saying the tool is invasive of their privacy. 

Among the consumers who have used AR tools, 45% find them helpful when shopping for a specific product and 40% find them useful when shopping for any product online. And 34% of shoppers who do use were more likely to then buy things online.

Full story at Adage.