Lately it seems as though 2010's "hot" ad technology—augmented reality—was shoved aside in favor of the current craze of QR codes. Not entirely–NorthstarMLS just expanded its iPhone and iPad apps by adding a new augmented reality feature, called HomeSpotter.
HomeSpotter uses augmented reality to overlay property information on a device’s live camera feed. As an agent points an iPhone down the street, he or she sees a view of the street and info on all the houses for sale pops up. There’s even a radar display that shows the direction and proximity of nearby properties for sale.
This appears to be the perfect deployment of AR technology—in an application for professionals—based on new survey data from Ypulse. It finds that young, tech-savvy Millennials, have a hard time figuring it out—much as they do QR Codes.
In fact, only 11% of high schoolers and collegians have ever used an AR app, according to Ypulse. "During the holiday season, retailers like Macy's and brands like Starbucks tried to get customers in the spirit with AR apps. They're fun and clever, but as with QR codes, Millennials don’t always get the point," says Melanie Shreffler, Ypulse’s editor-in-chief.
"They need to see value in using AR to make the effort to download and use the apps."
Among students who have used AR apps:
- 34% think they’re easy and useful;
- 26% think they’re easy but not useful;
- 18% think they’re useful but not easy; and 9% think AR apps are neither useful nor easy to use.
- More students think AR apps are easier to use than think QR codes, however–60% vs. 51%, respectively.
A study bolsters these findings: marketing firm Archirival found that only 21% of college students it surveyed have successfully scanned a QR code before, and 75% said they don't plan on scanning one in the future.
