With the COVID-19 pandemic and societal shifts significantly shaping the way consumers behave, consider, and buy, extended reality (XR) has the opportunity to appeal to masses in an unprecedented way. At the same time, due to the lack of evidence-based strategies based on real consumer opinions, the adoption of widespread XR from both companies and consumers has been lacking.
To narrow that gap, IA conducted a rigorous research study involving more than 1,000 US participants to understand tangible ways we can appeal to different consumer cohorts, ages, ethnicities, and incomes within the field of extended retail reality to make this opportunity possible. Now is the time to reimagine why, where, and how XR is applied in the consumer retail sector—and unlock the power and potential of bringing end-users closer to virtual reality.