Snapchat: 92% of Gen Z want to use AR for shopping | Retail Dive

Dive Brief: With social commerce projected to grow over the next few years, research commissioned by Snapchat suggests that augmented reality tools will become more important for brands and retailers looking to connect with young shoppers. Ninety-two percent of Gen Z consumers want to use augmented reality tools for e-commerce, according to Snapchat’s survey of 16,000 users in 16 markets, conducted by Global Crowd DNA. Gen Zers are more likely than millennials and Gen X to buy a product that they first experienced using AR, per the report. Sixty percent of Gen Z consumers said that AR experiences feel more personal and over half of Gen Z would be more likely to pay attention to an ad that uses AR. Dive Insight: Snapchat has been investing in augmented reality features to help shoppers visualize products before buying them and connect with brands. The social network has teamed up with companies like Gucci and American Eagle to create augmented reality experiences on its app highlighting their products, and has enhanced the functionalities of its AR through partnerships with tech firms like Perfect Corp. The social network has added a variety of features to its app and touted the results retailers are seeing from them.…
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