Why Augmented Reality Ensures High User Engagement?
It is believed that user engagement is directly related to monetization. The creators of mobile applications often measure it and discuss numbers. In fact, everything is much more interesting.
Companies that plan to actively develop their business should remember that only high user engagement in the dialogue with the brand will ensure the latter a successful and long-term interaction with the target audience, and this article will tell you why mobile devices are the best choice for this matter.
About 20 years ago the one who owned a computer caused the envy of most of the people around him. Then computers got access to the Internet, and their attractiveness has grown even more.
However, these days are long gone. Now everyone has a smartphone in the pocket and multiple people do not have a computer or laptop at home at all. With the accessibility and convenience that modern smartphones suggest, our urge for using other devices is subsiding dramatically.
You should also have in mind that:
- 51% of the time spent online in the US is on mobile devices;
- Nearly 80% of internet usage is mobile in 2018;
- Mobile market share worldwide is 52.1% compared to the desktop market share of 44.2%;
- 40% of people search only on a smartphone;
- More than half of all video views come from mobile devices;
- Mobile apps have higher engagement rates than mobile-optimized websites or desktop web viewing.
To figure out tendencies and device marketability, the tech industry frequently inclines to zero in on sales numbers, freights or other corresponding metrics. Nevertheless, this does not consider the significant changes in device usage that fetch out once delve deeper into opinion and behavioral information.
If a customer is a PC owner that doesn’t straightaway stand for that they consider it more convenient compared to their other mobile devices. Also, 48% of digital customers claim that buying the newest mobile devices is extremely critical to them.
Still taking into account device cross-ownership, the smartphone is progressively making digital manners on bigger screen devices outdated. Actual usage for PC and the non-phone devices is narrowing and declining.
PCs and laptops had the intense descending tendency in proprietorship, internet usage and significance over the past three years. The lager part of online activities common for the PC in the old days has at present been substituted or augmented by the smartphone.
56% of people who have both a PC and a smartphone, better like the PC to play games, although 71% use their smartphone. Like gaming devices, PCs/laptops were barely three percentage points after smartphones in 2015 and as of 2018, the gap was already 15%. And trending now VR and AR devices eventually will occupy the space that PCs and tablets are leaving behind.
As practice shows, unlike personal computers and laptops, smartphones are almost always located next to their owners, remain switched on around the clock and are the most personal devices of a particular person. These factors encourage companies to use smartphones as a full-fledged channel of communication with the user, foremost through mobile apps.
The very essential advantage of using own mobile application for a commercial organization is that with its help it is possible to significantly increase the duration of communication with the consumer, transfer a large amount of information, receive data about the consumer and feedback and all this in a convenient format.
Another key plus of mobile applications is its capability to improve brand loyalty. In accordance with statistics shared by Adobe, 67% of customers who use their mobile devices to do shopping choose applications suggested by their favorite enterprises and brands.
Consequently, mobile solutions create a relationship between online shops and consumers more long-lasting. In what way to inspire customers to download and install the application? Just suggest to them special deals or limited discounts install your application. The US market has a high customer engagement rate and very high user spending rates in app stores.
Representatives of Generation Z, people aged from16 to 24 years are the most ‘smartphone-addicted’ people on the planet. They are more active than other generations to enjoy the benefits of the current mobile world: they spend 20% more time on their mobile devices and use their favorite apps 30% more often.
The absence of the requirement for continuous access to the Internet for application launch increases the suitability of their usage. This lets applications to load hefty animations or high-definition pictures much quicker, making the application up-to-date and lively.
The application architecture allows developers to make high-class and helpful features with intuitive navigation as another advantage is the capability to implement AR, which has become a tendency in the development of applications, as it generates a higher level of user interaction.
Flurry Analytics claims that consumers devote 90% of their time to interact with applications while on their mobile devices, so we live in the age of mobile applications.
The enhanced functionality of mobile applications lets companies to better regulate user communication and acquire fuller analytics. These welfares assist company venders in personalizing content more precisely and, in the long run, apply improved recommendation techniques to boost conversion.
The time users spend on applications increased by 50% from 2016 to 2018 and continued to grow from 2018 to 2020. It is characteristic that the fact of the increase in time spent by users in applications is influenced by both the global tendency to get sucked into smartphones and the growth in the number of application users around the world.
More statistics: in the world now, there are more than 4 billion of active mobile devices; about 50% of the total population of the Earth (about 3.9 billion people) in 2019 at least once went online; 96% of the world’s population lives in coverage areas with mobile Internet.
Given this penetration depth, it is not surprising that the ‘mobile-first’ principle is already taking effect at the macroeconomic level: Japan, Brazil, and the United Kingdom lead the ranking of countries in which the growth rate of mobile application user spending exceeds the growth rate of Gross Domestic Product. So, mobile becomes a real growth engine for countries that rely on the digital economy.
Mobile app engagement and mobile app retention are two metrics that deliver authentic vision into the success of an application. Little app engagement and retention are a sign of breakdown, whilst high engagement and retention confirm the opposite.
Research shows that the average mobile app retention rate is 20% after 90 days within all industries. Achieving satisfactory mobile app engagement and user retention rates is a tough job as the percentage of clients who launched an app just once and then abandoned it accounts for 23%.
So, app marketing has shifted from a focus on installs to a focus on engagement and user retention. However, retaining users over time continues to be a major challenge for apps and companies need to continue finding new ways to boost their app’s usage. At this stage in order to acquire more active and loyal app users companies should seriously think of implementing AR practices for their mobile applications.
As different studies show augmented reality is changing customer engagement because AR provides customers with active brand engagement, consumer interest is sparked and can immediately be drawn down to action, actively pushing the consumer through the purchase funnel.
Every customer is enjoying to perceive information through the use of the AR app as it’s a more comfortable, informative and interactive way of delivering the same information, thus it ensures higher user satisfaction.
The augmented can help significantly reduce abandonment rates. AR allows consumers to quickly absorb and keep delivered information in mind as this technology provides a 45% higher level of attention compared to usual mobile apps. The levels of visual attention when using AR applications are nearly two times higher than when using 2D mobile apps, which already says a lot about this technology.
The level of personalization that AR offers helps deliver a more exclusive, relevant experience to the consumer. The more aligned the experience is with a user’s requirements and preferences, the more likely they are to continue to use the application.
AR helps companies resolve actual challenges in business and beyond. Its utmost potential is acting as a transformative instrument for the company. AR can change how the enterprise does business and solve real problems: cut costs, improve efficiency, and make life easier.
Imagine that you have a retail e-commerce business where it’s hard to convince your customers to make a purchase if you can’t properly present your product to them. Especially if you sell large equipment that’s not easy to move (planes, cars, manufacturing equipment, etc.).
That’s a problem that many salespeople face on a daily basis. And implementing AR can solve this challenge by giving the ability to show off virtual models of your products, ability to try them on and view from different angles that will definitely push your audience in the decision-making process.
For businesses that sell huge products (manufacturing equipment, planes, cars, etc.) it’s very challenging to move such products around and additionally will cost a fortune. With Augmented Reality, you can build virtual representations of huge products and place them anywhere. When it’s time to display the product, AR enables viewers to walk around the item, looks inside it and examines its features, gets all the info they need, which is even more convenient and informative than if it was a thing.
If your marketing materials are boring, that can be harmful to your business. Traditional marketing materials are easy to ignore. Brochures and flyers are easy to tuck in your pocket, never to be seen again. Promotional videos get 30 seconds to impress and usually, they are being skipped.
AR, on the other hand, can offer your business something special. It’s interactive and is able to make your product or service come to life. Instead of showing someone a video of a new motorcycle, why not let them walk around the model, seeing the features and hearing the engine in action?
Currently, the target is not only about an app download, but about retaining clients to enhance brand loyalty. App engagement and user retention are equivalently essential. Transforming customers to devoted, long-standing clients will help expand average lifetime value and produce more income for your app.
Thus, using mobile applications a company gets the opportunity to create a highly efficient communication channel with the consumer, which will operate for a long period of time, carry out continuous interactive interaction with customers, receive valuable marketing information and extract the marketing knowledge based on them.
If your business is facing challenges you can’t solve with a regular mobile app, AR could be the answer.