A study into people’s attitudes towards augmented reality and virtual reality has found exploring holiday destinations would be the most compelling application of the technology.
The research by Vibrant Media looked at the opinions of 3,000 consumers from the US, UK and Germany.
It found the biggest barrier to engaging with AR or VR ads is the need for additional software, apps or hardware.
Bit asked to rank how compelling a selection of uses for VR and AR they put exploring travel and holiday destinations in top spot.
Vibrant Media founder and chief executive Craig Gooding said: “The demand for a range of immersive try-before-you-buy ads seems to be highest for products and services that require consumers to leave their regular real world environments – so holiday destinations, events and property viewings – and for high-value items, such as real estate purchases and vehicles.”
The study also asked respondents to rank who’d they be most interested in receiving AR and VR immersive experiences from.