Determining whether to use augmented reality (AR) is a complex decision for many brands, as many still underestimate its potential while they consider development costs and appropriate use cases. However, the Augmentality Shift report by IPSOS in collaboration with Snap, found that over 80% of respondents in the MENA region expressed interest in utilizing AR to engage with a product before purchasing it.

Of brands who use AR, 84% say it helps them increase sales, attract new customers, and improve performance metrics. Further, 82% of firms believe AR can help reduce consumer returns. 

Despite the significant level of consumer demand, only 26% of the brands in the area offer AR learning experiences. 

While 83% of Saudi and 79% of UAE participants expressed interest in utilizing AR  to engage in fitness activities, companies can also improve consumers’ well-being outside of the realm of purchasing, according to the report.

As AR enables people to learn about their environment, interact with others, and improve their own lives, an increasing number of people are interested in learning more about it. Through the creation of seamless experiences throughout the full customer journey, from brand awareness to enduring loyalty, augmented reality may help brands make their values more tangible for consumers, the report noted.

“The findings from our latest research present a unique opportunity for brands to expand their reach and tap into new audiences all while driving meaningful business results. An average of 80% of consumers in both Saudi Arabia and the UAE expect and want to use AR as a practical “tool” in their everyday lives,” said Jake Thomas, head of the UAE market at Snap Inc.