Snap
ConsumerAR
GlobalReport2021

1

Table ofContents

01 Introduction
AR is evolving at a rapid rate and is poised to take-o and become
as signi icant of a technology shift as the web or mobile.

02 AR’s Impact on Brands
AR is a critical tool for brands to capture consumer attention,better connect with people, and build consumer con idence.

03 AR is Evolving Fast
The camera is driving the adoption of AR from being a playful technology to beinga ubiquitous experience that drives excitement and utility into people’s lives.

04 AR is Here Today and Here to Stay
AR is already here, widely recognized as both fun
and useful, and driving fast adoption and growth.

05 Are You Ready for the Future?
There is untapped demand for more AR content, and people
are already AR creators, propelling the AR ecosystem forward.

06 Conclusion
There is an imperative to meet consumer’s AR demand, andnow is the time to act for brands, platforms, and developers.

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07 Appendix

2

01

3

Introduction

Key
Takeaways

AR adoption is tracking with the mobile usage boom - by 2025,
nearly 75% of the global population and almost all smartphoneusers will be frequent AR users.1

73% of people successfully identify AR when they see it2,
but when talking about it, they have a hard time de ining or
describing what it is.

65% of AR consumers around the world and acrossgenerations use AR to have fun; the majority are
discovering AR through social / communications apps.3

AR is generally seen as a “toy”, but 76% of people expectand desire to use it as a practical “tool” in their everyday
lives.4

Interacting with products that have AR experiences
leads to a 94% higher conversion rate.5

ff

1: See additional methodology details in appendix
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate average (n=11,457)
Q: AR Recognition for 9 examples
3: Base = Aggregate (n=10,166)
Q: Why do you use AR?
4: Base = Aggregate (n=11,938)
Q: Augmented Reality is useful / Augmented Reality is not useful | A: Agree much
more with A, Agree somewhat more with A
5: Harvard Business Review Article, “How AR is Rede ining Retail in the Pandemic”

4Consumers arerede ining thedigital experienceby using AR.
5

Augmented Reality (AR) is the next
form of mobile engagement that is
exciting consumers, driving anenhanced engagement with brands,
elevating consumer experiences
and increasing brand revenues.

ff

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.

Augmented Reality refers toexperiences in which the real-world
environment seen through yourphone, computer, app camera, or an
AR headset is altered or enhancedwith the addition of images, objects,
text, or other digitally-added
information. Augmented Reality
could be applied to both visuals of
the front facing (sel ie) and outward
facing (world) cameras.1

There is something really uniquehappening right now – anincredible number of hobbyists
and professionals are using AR.
Downloading tools across theSnap AR platform. They’retaking time to learn, they’recurious.”Eitan Pilipski
SVP Camera Platform
Snap Inc.

AR is growing
By 2025, nearly 75% of the global population* and almost all people
who use social / communication apps will be frequent AR users.1

Frequent AR Consumers
Based on people ages 13-69 who use social / communication apps

4.3B

4.5B

6

4.0B

3.5B
3.5B

2.9B

3.0B
2.5B

Boomer

2.2B

Gen X

2.0B

1.5B

Millennial

1.5B
Gen Z
1.0B
0.5B
0.0B
2021

f

1: See additional methodology details in appendix*Global population includes people ages 13-69 (5.61B based on UN World Population Prospects 2019)

2022

2023

2024

2025

Note: 2021 AR Consumers based on people who use AR weekly or daily from 2021 Global Deloitte Digital Study commissioned by Snap Inc.
2022 to 2025 forecasted in line with 2000-2003 growth rate of smartphone users since AR is in the Toy-launchedphase of adoption; if we look at where this transition took place with mobile phones, one can argue that this was when games like 'snake'started being available (e.g., 1997: Nokia 6110 device released, 1999: emojis were invented, 2000: Nokia 3310, and the irst commercially available camera phone launched in Japan).

Our commitment to reinventing the camera is mostevident through our advances in augmented reality.
Today, more than 200 million people engage with
AR on Snapchat everyday on average. We have codeveloped our vision for augmented reality together
with our growing community and have createdcutting-edged tools and capabilities that allow
creators to build increasingly advanced Lenses anddistribute them to the entire Snapchat community.”
Evan Spiegel
Chief Executive O icer
Snap Inc.

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Snap Inc. Q4 2020 Earning's Call

7

Younger,more grouporiented
households
are driving
AR growthAge Differences

Household

Gen Z / Millennials are both 71%
more likely to use AR all the timevs. older generations.1

v

Older generations are nearly
20% more likely to view AR
primarily as practical.2

vs.

Bigger households are 89% more
likely than solo households to
use AR all the time.3

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Gen Z (n=2,379), Millennials (n=1,751), Gen X (n=159)
Q: What year were you born? | Q: How familiar are you with AR? | A: I use AR all the time
2: Base = Age 45-50 agreeing AR is practical (n=281), Age 13-24 agreeing AR is practical (n=1,891)
Q: What year were you born? | Q: Augmented Reality is for entertainment / Augmented Reality is practical | A: Agreemuch more with B, Agree somewhat more with B
3: Base = Solo HH (n=272), 5+ HH (n=1,403)
Q: How many people occupy your residence (including you)? This includes related family members and all theunrelated people, if any, who live with you. | Q: How useful and/or important do you think AR will be in 5 years? | A:
Very useful / important, Somewhat useful / important

Note: People who live with others is based on households with 5 or more individuals. Increased number ofhousehold members implies more time spent being social with friends and family, a driver of AR usage.

Compared tomobile techadoption
AR is poised
to take-off

AR Equivalent Dates:

2021

2024

2025

90%

AR Adoption
Rate 2025

80%
70%

AR is tracking with themobile usage boom

60%
50%
40%
30%

AR Adoption
Rate Today

20%
10%
0%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

2011

2012

2013

2014

2015

Worldwide Mobile Subscriptions as a Percent of Global Population

1: Deloitte Digital Insights, The Spatial Web and Web 3.0
2: ZDNet Article, “How 5G will a ect augmented reality and virtual reality”

f

2023

100%

Technology
advances are
driving theaccelerated
adoption of AR:

ff

2022

AR-related patents in the US grew
more than 3x over the last 10 years.1

5G

5G will accelerate AR technology
adoption with bene its like increased
download speeds and accessibility.2

9As AR evolves, it will revolutionize
our lives and will become assigni icant of a technology shift as
the web or mobile was to society,changing how we view andinteract with the world around us.”fAllan Cook
Digital Reality Business Leader
Deloitte Digital

10

02

11

AR’s Impact
on Brands

A lot of people are using AR
to make purchase decisions
and plan to keep doing so
There are100
million94%

consumers
shopping with AR online
and in-stores.1

1: Gartner Press Release
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=6,878)
Q: Will you use AR while browsing and/or shopping more or less than last year?

agree they'll use AR the same ormore when shopping next year.2

12

AR is the newconsumerexperienceand cannot
be ignored
Consumers continuously expect more
personalized and engaging experiencesthat enable them to interact with the world.
The companies that embrace change canbecome dominant industry players – thosethat don’t, fall behind competitors…and sink.

ffIt’s not too late to be a leader and get irst
mover bene its.

$
Companies that Adopted, Banked

Evolution ofConsumerExperiencePC

Web

MobileCompanies that Didn’t, Sank

AR

13

Historically, advertising interrupted yourlife to get your attention. With AR a brandcan create content that you can personalize
with the camera and leverage to tell yourown story in a way that is genuinely
interesting, entertaining and relevant toyour friends and followers.”
Andrew McPhee
Design Innovation
Snap Inc.

14

AR captures
consumer
attention
AR delivers almost
2x the levels of visual
attention compared totheir non-AR equivalent,
leading to improved memories and more
powerful responses from consumers.1
People who frequently
use AR with their family
and friends are 50% more
likely to pay attention toa brand.2

ff

f

f

ff

1: Zappar Article, “How augmented reality a ects the brain”
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Over 60% of friends and family sharing AR (n=1,330), Less than 20% of friends and family sharing AR (n=1,209)
Q: How many of your friends and family do you think use AR today? | Q: Sometimes brands will create AR experiences through an app camera (e.g., a big movie company
makes an AR experience where the heroes of a movie are ighting next to you, or a restaurant provides you a lens/ ilter/e ect that turns you into a hamburger). What impact, if
any, does interacting with that AR experience have on your perception of that brand?

ARBrands andpeople connect
better with AR
experiences

Brands are41%
more likely to be considered if they
have a branded AR experience.1

ff

f

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1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = People who use AR all the time (n=1,760)
Q: Sometimes brands will create AR experiences through an app camera (e.g., a big movie company makes an AR experience where theheroes of a movie are ighting next to you, or a restaurant provides you a lens/ ilter/e ect that turns you into a hamburger). What impact, if
any, does interacting with that AR experience have on your perception of that brand? | A: I am more likely to pay more attention to the brand,
I am more likely to share a brand’s AR experience with friends and family, I am more likely to consider their productsAR builds
consumercon idence

56%
of shoppers agree
that AR gives themmore con idence
about product quality.1+

Over halfof people want to use AR
technology to assess
products, allowing for a risk
free, “try-before you buy”,
experience.2

17

Nearly 3 in 4 consumers
say they're willing to pay more fora product that promises the totaltransparency that AR can provide.3
Returns are a $550 billion problem, which
AR can help ix. AR-guided purchases led
to a 25% decrease in returns.4

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1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=8,770)
Q: How does AR impact your browsing and/or shopping experience?
2: NielsenIQ Analysis, Augmented retail: The new consumer reality
3: 2016 Label Insight Transparency ROI Study via Inc.
4: ARInsider Article, “Does AR Really Reduce eCommerce Returns?”

Social is driving
AR adoption.
People want toshare theirfavorite Brand’s
AR experiences

33% 35% 39%
Gen Z

Millennials

Gen X

Rely on friends and family to
discover branded AR experiences1

18

54% 64% 63%
Gen Z

Millennials

Gen X

Find it important to share branded
AR easily1

1: 2021 Alter Agents research commissioned by Snap Inc. and Publicis Media

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Note: Letters indicate statistically signi icant di erence at 95% con idence level

The results
are in19

AR interactions
drive conversion
The conversion rates
that we’ve seen havesurprised us, as a result
we’re doubling-downon AR experiences todrive eCommerce.”

Interacting with products thathave AR experiences leads to a94%higher conversion rate, as
individuals can better assess themand feel connected with brands.1

20

Robert Triefus
EVP of Brand & Customer Engagement
Gucci

VS.

f

1: Harvard Business Review Article, “How AR is Rede ining Retail in the Pandemic”

03

AR is
Evolving
Fast

21

Over 4.5 billion
AR photos and /or videos aretaken daily by
consumers

AR Photos / Videos Per Day1
Generational Breakout of Daily AR Photos / Videos Created

17.6B
18.0B
16.0B
14.0B

10.0B

Gen X

8.0B

AR use will grow with an increase
in awareness and access to
AR experiences and content.

Boomer

11.1B

12.0B

6.0B

6.4B
4.6B

Millennial

5.2B
Gen Z

4.0B
2.0B
0.0B
2021

On Snapchat, there are 500
million minutes of AR
playtime per day on average.2

2022

40%

2023

2024

2025

2021-2025 CAGR of
AR Photos / Videos
per Day.1

1: See additional methodology details in appendix; CAGR: 4-year compounded annual growth rate that measures the annual increase in AR Photos / Videos per day from 2021 to 2025
2: Snap Inc. internal data Q1 202022

As mobile devices
improve, the phone andthe camera are becoming
synonymous, allowing
everyone to experience
the world through eachothers’ eyes.

…tomorrow, the lens will
become smart glasses.
Today, we experience
the world through thelens of the camera…
Consumers are 23% more
likely to use the frontfacing camera when
they use AR to express
themselves.1

The camera will…
Be the New Search
Pointing your camera at
something will be similar
to typing a term into asearch bar.

“Snap’s choice of a smartphone’s camera as the interface is a familiar, comfortable tool thatis almost always within reach. Snap adapted an interface that complemented users’ natural
movement–leveraging sophisticated facial mapping and computer vision technology thatcreates 3D animations that rotate and expand.”2
1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = People who Use AR to express themselves with front-facing camera (n=859),
People who Use AR to express themselves with rear-facing camera (n=700)
Q: Do you usually take photos/videos with front-facing or rear-facing cameras?
Q: Why do you use AR?
2: Deloitte Digital Insights, Intelligent interfaces: Reimagining the way humans, machines, and data interact23

In tech, there is an inner circle(now-18 months) and outer circle (18-36 months)of trends to take seriously. AR is properly in
the inner circle. Nothing is more powerful thanAR; it is the bridge between the 2D and the 3D
world, and we’ve never had that before – weinstead forced ourselves to accept the 2D worldthat you cannot touch or live.”
Paul McDonagh-Smith
Digital Capability Leader
Massachusetts Institute of Technology

24

The “technology” phase:
Consumers and developers
try new Technologies, like
communication platforms,
to create and connect withthe world.

TECH

The “feature” phase:
Test and Toy with AR toplay and have fun via
applications like sel ies.

Experiment withinteresting features.

E.G. Testing out a haircolor and sharing thiswith friends or capturing
a 3D monster.

HERE
E
R
25

TOTALITY

Business as usual /the new normal:
See AR’s full power as developers
make more content available to use
in everyday life, shifting from sel ie
to world and play to utility.

Interact with frictionless applications
and experiences. Expectations to use
AR becomes ubiquitous acrossplatforms, providing interaction points
to engage with the world in its totality.

E.G. Shopping
seamlessly
across brands andplatforms.

f

Understand the bene its or utility of AR
experiences. As this understanding
grows, so too, do practical applications
and how they might be used.

f

TOOL

The “impactful” phase:engage with useful features,
like AR directions on how to
get home.

E.G. Trying out a brand’s
lipstick to see how it
looks on or how a TV
looks on the wall todetermine which size of
TV to purchase.

f

WE A

TOY

Discover and test
a new capability.

E.G. Using a lens to giveyourself puppy ears or
putting your face on adancing rabbit.

04

AR is HereToday and
Here to Stay26

Wherein theworld isAR being
used?
Over 2/3 of consumers in all markets believe AR
will be useful and important in 5 years.2% think it will be
important in 5 years1

India

87%

Malaysia

87%

Saudi Arabia

87%

United ArabEmirates (UAE)84%

Canada72%

Australia

70%

United States

70%

The Netherlands

67%

Sweden

67%
66%

Japan
Norway1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=9,511)
Q: How often do you use AR for any of the following reasons? Communication | A: Several times each day, Oncea day, Several times a week, Once a week
2: Base = Aggregate (n=11,493)
Q: How useful and/or important do you think AR will be in 5 years? | A: Very useful / important, Somewhat
useful / important

94%

Mexico64%

Germany

63%

United Kingdom

63%

France62%

Global Average74%Wheredo people
love using
AR mosttoday?

f

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=10,028)
Q: Where do you typically use AR? Please rank the locations from where you use AR the most to the least. | A: At Home Rank 1st
2: Base = At home – Communication (n=7,458), M&E (n= 5,253), Gaming (n=5,508), Shopping (n=4,139)
Q: Where do you typically use AR? Please rank the locations from where you use AR the most to the least. | A: At Home Rank 1st| Q: How often do you use AR for any of the following reasons? | A: Several times each day, Once a day, Several times a week,
Once a week, A few times a month, Once a month67%

of consumers use AR
1
primarily in their homes.
Consumers predominantly use AR at home,and do so for a wide range of uses.

28

What are people using AR for at home?2

74%

52%

Communication

Media & Entertainment

55%

41%

Gaming

Shopping

Note: Across all 15 markets, the 2021 Global Deloitte Digital Study commissioned by Snap Inc in ield from February 23, 2021 to April 5, 2021. Since the survey was conducted during the COVID-19 pandemic,
primary usage of AR in consumers’ homes may be higher than normal

How arepeoplelearning
about AR?

82%
learn about AR from social /communication channels
and networking.1
Frequent AR users are
more likely to have over
50% of their friends andfamily using AR.2ff

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=12,813)
Q: Where did you irst discover AR content? | A: I saw people I know using it on social media, communication, and camera apps,
I saw it in an advertisement on a social media, communication, or camera app, I stumbled across it while exploring viral content
on social media, communication, or camera app, I saw celebrities / in luencers use it on social media, communication, andcamera apps, I read about it on a blog / forum, I heard about it from friends / family, in-person
2: Base = People who use AR all the time with 60%+ friends who share (n=1,645), People who have used AR before with 60%+
friends who share (n=1,578)
Q: How familiar are you with AR? | A: I use AR all the time, I have used AR before | Q: How many of your friends and family do
you think use AR today? | A: 60-80%, Over 80%

Why
do theyuse AR?

TECH:OSMOSIS“I didn’t even realize I was using it”

TOY:

JOY

“I want to have fun and connect with friends”

30

TOOL:

UTILITY“I need to and it’s useful”

TOTALITY:UBIQUITY“It’s everywhere and commonplace”

Why do they use AR?

Osmosis61%of people use AR for
communication.1

31

People may have a hardtime describing AR, but

73%
successfully identify
AR when they see it.2

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=9,511)
Q: How often do you use AR for any of the following reasons? Communication |A: Several times each day, Once a day, Several times a week, Once a week
2. Base = Aggregate average (n=11,457)
Q: AR Recognition for 9 examples

friends
photosWhy do they use AR?

Joy

usefulexpress

shopping allows
picturesdifferent
exciting something
experiencecreativity life
cool thinkplay Snapchat future timethings
games

world

funny try

technology realityNew

products gaming Pokemon

good
1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=6,571)
Q: Why do you like to use AR? | A: Open end

onlinecreative
real

better

more

AR

look

use

like

myselfeasy
product
interesting1

Why do they use AR?

Joy

From the consumer
perspective, they are willingto handle an AR learningx
curve, if they are having fun
doing it along the way.”
Jason Yim,
CEO & Chief Analyst
Trigger Global

33

65%
of consumers
use AR to have fun,the biggest driverfor AR use.1

1 and 2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=10,166)
Q: Why do you use AR?
Q: What year were you born? | Q: Why do you use AR?

The draw of AR comesfrom feelings of joy. People
are fascinated by themselves,
and AR can be a great toolfor explore those emotions.”
Adrian Mills
Creative Brand & Advertising Business Lead
Deloitte Digital

Consumers list
AR / VR as the top
technologies theywant to assist themin their daily lives.
f

Harvard Business Review Article, “How AR is Rede ining Retail in the Pandemic”

34Why do they use AR?

From Utility
to Ubiquity
We are over halfway there.

Ubiquity is achieved asconsumers encounter AR
everywhere, somethingthat currently 50% of AR
users experience.2

Over 3 in 4
already recognize
1
AR as useful.

Snapchatters are 3x more likely than NonSnapchatters to say they are using AR to try
on products more than they did last year.3

35

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=11,938)
Q: Augmented Reality is useful / Augmented Reality is not useful | A: Agree much more with A, Agree somewhat more with A
2: Base = Aggregate (n=7,745)
Q: “I see Augmented Reality everywhere” | A: Agree Much more with A, Agree somewhat more with A
3: 2021 Global Cassandra Study commissioned by Snap Inc.
Base: Aggregate (n=27,006)
Q: Which of the following, if any, are true for you? Select all that apply.

The more AR and visualcomputing becomes anatural medium forsearching, learning, andviewing information in ourenvironments, the more
adoption we will see.”
Shrenik Sadalgi,
Director of R&D
Wayfair36

74% of consumers believe that AR will be even1more important in their lives in the next 5 years.
Next year, consumers plan on using AR
more in 4 key growth areas, showing theincrease in value that they see in AR andthat they are excited for future uses.

Media2

Shopping3

Gaming4

Communications5

50%

46%

41%

35%

31% want to create their own

54% want to readily view information

41% want to project their AR avatar

41% want to customize

interactive media plots by guiding
characters through a script.6

about an item or product as soon as
it’s scanned with the phone camera.6

into their favorite games, media &entertainment.6

environments to their own
imagination and share with others.6

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=11,493)
Q: How useful and/or important do you think AR will be in 5 years?|
A: Very useful / important, Somewhat useful / important
2: Base = Aggregate (n=3,232)
Q: How would you like to use AR in the next year to enhance
the way you view sports, concerts, movies, and TV?
3: Base = Aggregate (n=3,394)
Q: Will you use AR while browsing and/or shopping more or less than last year?

4: Base = Aggregate (n=2,898)
Q: Will you use AR in gaming more or less than last year?
5: Base = Aggregate(n=2,805)
Q: How do you feel about AR on social media, communication, and camera apps? | A: I want more ways to interact with friends and family using AR
6: Base = Project through AR avatar (n=4,696), Create TV/Movie/Video plot narratives (n=3,560), Readily view information about item or product (n=6,243), Customize environments (n=4,717)
Q: Below is a list of ways you could use AR in the future. Please select all the ways that you would be interested in using AR.

Wellness

Utility is a
primary
driver for
AR’s future
1
use

139%

Instructions

55%

Navigation

36%

Learn
Something new
1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Why use AR - Wellness (n=1,680), Improve Productivity (n=2,636), Instructions (n=3,517), Learn something new (n=4,903), TV & Sports(n=2,798), Navigation (n=4,156) | Desire for more AR use - Wellness (n=4,021), Improve Productivity (n=4,635), Instructions (n=5,453), Learn
something new (n=6,601), TV & Sports (n=3,814), Navigation (n=5,658)
Q: Why use AR | Q: Desire for more AR use

Improve
Productivity

35%

TV & Sports

36%

76%

38

05

39

Are You Readyfor the Future?

I regard [AR] as a big idea, like the smartphone.
The smartphone is for everyone, we don’t have tothink the iPhone is about a certain demographic,or country or vertical market: it’s for everyone.
I think AR is that big, it’s huge. I get excited
because of the things that could be done that
could improve a lot of lives. And be entertaining.”
Tim Cook
Chief Executive O icer
Apple Inc.

The Verge, 2017ff

Note: 2021 Snap Consumer AR Report is an independent (publication) and has not been authorized, sponsored, or otherwise approved by Apple Inc.

Fast-Forward
to Totality or
Press Pause?

Drivers accelerating
the adoption of AR••••

Consumers are becoming creators
Desire to increase utility
Increased mobile usage through COVID-19
Keeping things fun

Barriers slowing the
adoption of AR•••

Lack of content
Industry-wide limited enablement &engagement with thedeveloper / creator community
Need for frictionless experience41

Consumers
are becoming
creators
Everyday consumers havemore access to technology
tools that enable them to becreators of digital content.

AR is a creative vehicle

64%

53%

believe AR
allows them to be
more creative.1

believe they are
AR creators in theireveryday lives.2

ff

f

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=10,061)
Q: How much do you agree or disagree with each of the statements below? AR allows me to be morecreative | A: Agree/strongly agree
2 and 3: Base = Aggregate (n=8,252), Snapchatters (n=4,842), Non-Snapchatters (n=3,410)
Q: Have you ever used tools (e.g. Snapchat Lens Studio, Facebook for Developers/Spark AR, Instagramfor Developers, TikTok for Developers) to create your own AR ilters/lenses/e ects? | A: Yes

Snapchatters are 1.5x as
likely to be AR creators.3

63%
43%

SnapchattersVS.

have used tools
to create AR.

Non-Snapchatters

The need toincrease utility
The pandemic exacerbated the demand
for fun and practical content andreinforced AR’s importance.

AR helps shoppers
make decisions.

55%of AR shoppers believe that AR
is more importantfor making browsing and / or
shopping more rewarding / fun.1
1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Total used AR for shopping (n=3,072)
Q: Think about how your life has changed as a result of COVID-19 and pandemic restrictions. How, if at all, has COVID-19
changed the importance of AR in your life? AR makes browsing and/or shopping more rewarding/fun

As more retailers and brands invest inincreasingly sophisticated AR-powered
experiences, reaching more consumers
across an ever-increasing number oftouch points, consumer expectations
will continue to escalate. They aredemanding more utility for their timeand attention. The brands and retailers
who step-up to successfully meet thisopportunity will stand out and be more
likely to earn their business.”
James Clarke
Sr. Director Media Strategy & CRM
Frito-Lay North America

43

COVID-19
accelerated
AR adoption

COVID-19 has reinforced AR’s importance as abridge between the physical and the digital.

56%
say COVID-19 has
made AR digital
experiences more
important.2

Worldwide spending on
augmented reality andvirtual reality (AR/VR) is
forecast to accelerate out ofthe pandemic, growing fromjust over $12.0 billion thisyear to $72.8 billion in 2024.1

44

59%
say COVID-19 has
made AR techinnovations more
important.4

56%
say COVID-19 has madeshopping with AR more
rewarding and fun.3
1: International Data Corporation Worldwide Augmented and Virtual Reality Spending Guide via IDC
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = People who use AR all the time (n=2,405)
Q: Based on the above description, which of the following best describes your familiarity with AR before today? | A: I use AR all thetime | Q: Think about how your life has changed as a result of COVID-19 and pandemic restrictions. How, if at all, has COVID-19
changed the importance of AR in your life? AR makes digital experiences more useful and important
3: Base = People who use AR all the time (n=2,525)
Q: Based on the above description, which of the following best describes your familiarity with AR before today? | A: I use AR all thetime | Q: Think about how your life has changed as a result of COVID-19 and pandemic restrictions. How, if at all, has COVID-19
changed the importance of AR in your life? AR makes me feel like I am somewhere else
4: Base = People who use AR all the time (n=2,382)
Q: Based on the above description, which of the following best describes your familiarity with AR before today? | A: I use AR all thetime | Q: Think about how your life has changed as a result of COVID-19 and pandemic restrictions. How, if at all, has COVID-19
changed the importance of AR in your life? AR creates possibilities for new tech innovations

E-commerce bene ited the mostfrom COVID-19 and it’s here tostay. AR has the opportunity to
piggyback on this trend.”
Mike Boland
CEO
ARtilleryIn the wake of COVID-19, in which
retailers worldwide shut down formonths, retailers using AR are
enjoying a 19% spike in customer
engagement…and the customer
conversion rate increases by 90%
for customers engaging with AR
versus those that don’t.”1
Judy Mottl
EditorRetail Customer Experiencef

1: Retail Customer Experience Article, “Why retailers should embrace augmented reality in the wake of COVID-19

45

Keeping
things fun
The experience ofoverlaying imagery onto
the real world is fun.

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (11,634)
Q: For each pair of statements below, please select which side you agree with more about
Augmented Reality. Augmented reality is for entertainment | A: Agree somewhat/much more74%
of consumers
say that AR has
entertainment
1value.

46

Develop
more content
Keep AR consumers engaged withnew, relevant content.

Consumers want AR
to simplify their lives

49%
42%

want tosee more
information
about aproduct.1

47

want
to view
instructionalguides.1

For brands to keep customers engaged, they need to increase thevolume and relevance of content to improve customer value.
1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = View information about an item or product (n=7,592), View instructional guides (n=6,587)
Q: Below is a list of ways you could use AR in the future. Please select all the ways that you would
be interested in using AR

The more a consumer spends time with something,
the more likely they are to buy it – there is noquestion that when the ad is personal / interactive,
engagement rate goes up…How do you create an
ad that deeply engages the consumer? That’s why
we have AR. When an ad is interactive, such as AR,
there’s no question the interaction & engagement
rates go up.”
Dea Lawrence
CMO
Variety48

Develop
more content
The case for investment in
AR is there – customers
using AR spend more timein apps and have higher
purchase rates.

According to Adi Tatarko, Houzz’s CEO,customers spend more time in apps thato er AR – up to 2.7x more time –and importantly, Houzz customers
using AR are 11x more likely tomake a purchase.1

Brands can create engaging content and gain access to developer
networks by tapping into an ecosystem of platform businesses.*

ff

ff*A platform business enables value-creating interactions between two distinct user groups: creators and consumers
Adapted from]: Platform Revolution, Ch. 3 - Geo rey G. Parker, Marshall W. Van Alstyne, Sangeet Paul Choudary

1: Houzz Press Article: “Houzz App Upgrades 3D Augmented Reality Tool with ARKit to Help You Design and Shop”

49

The labor market is evolving towards
jobs that demand more digital skills,
not fewer. Meanwhile burgeoning
technologies like Augmented Reality –in greater demand than ever due tosocial restrictions – are set to become
more ingrained into our daily lives.”
2021 Oxford Economics Report, “Gen Z’s Role in Shaping Digital Economy”

50

Enable &engagedevelopers
AR skillsets are nascent but growing.
Over 50% of AR
developers have undera year of experience.1

Consumers represent
untapped potential forsocial and communications
platforms with 63% ofconsumers having tried atleast one social platform
developer account.2

Snapchatters are AR content creators
55% of Snapchatters who have Lens Studio are Gen Z.5

ff

f

1: SlashData Report, A closer look at AR/VR practitioners’ experience & goals
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (9,773)
Q: Please select from the list the development tools and apps that you are familiar / have tried or created with.
3 and 4: SlashData Report, A closer look at developers & non-developers involved in AR/VR
5: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Snapchatters who have Lens Studio (n=4,181)
Q: Have you ever used tools (e.g. Snapchat Lens Studio, Facebook for Developers/Spark AR, Instagram forDevelopers, TikTok for Developers) to create your own AR ilters/lenses/e ects? | Q: What year were you born?

51

East Asia, North America, and South
Asia are hotspots for AR and VR
skillsets.

68%of global AR / VR practitioners
are in East Asia, North America
and South Asia (31%, 23% and 14%
respectively).3

Over half of AR / VR practitioners
in South Asia are students.4

Consumers
are becoming
casual AR
creators

Novelty is driving
this adoption.

69%
create AR to experience thelatest technology.1

65%
create AR to build somethingthat hasn’t been done before.1

ff

ff

f

f

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = People who use tools to create AR frequently – to experience the latest technology (moderately/very
important) (n=3,363), People who use tools to create AR frequently – to create something unique, that others
haven’t yet (moderately/very important) (n=3,363)
Q: Have you ever used tools (e.g. Snapchat Lens Studio, Facebook for Developers/Spark AR, Instagram forDevelopers, TikTok for Developers) to create your own AR ilters/lenses/e ects? | Q: How important are eachof the following to you when creating custom ilters/lenses/e ects? | A: Moderately Important, Very Important52

Casualcreators want
AR to shape
how theyinteract withthe world

Casual creators have the opportunity
to shape AR’s future.

50% 52% 44%
want to enhanceand share the realworld footage
they capture.1

want to know
more about
products thatthey scan.1

Thanks to companies like Snap,
people are now familiar with lighttouch AR. With 5G, tech is inallycatching up with ambition.”

f

ff

f

Kris Soumas
Head of Gaming & Next Gen Entertainment
Verizon

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = People who use tools to create AR frequently – to enhance real-world footage (n=2,422), People who use tools to create AR frequently - to readily view
information about an item or product (n=2,518), People who use tools to create AR frequently - to navigate to new areas of interest (n=2,126)
Q: Have you ever used tools (e.g. Snapchat Lens Studio, Facebook for Developers/Spark AR, Instagram for Developers, TikTok for Developers) to create yourown AR ilters/lenses/e ects? | Q: Below is a list of ways you could use AR in the future. Please select all the ways that you would be interested in using AR

want to navigate
to new areas ofinterest.1

53

A strongdeveloper
ecosystem will
drive valuable
content

Ful illment

SupportPlatforms that enable them todeliver their creative vision,
while being rewarded for theircontribution via revenue
sharing agreements.

Platform developer support for
creating AR experiences,
especially as developer support
for non-AR mobile applications
starts to decline.
“The perfect AR platform listens toand communicates with its creators.”“AR seems to me the best way to
democratize my work – everyone canwear my creations. It can’t be the future
if no one can try it on."Ines Alpha
Lens Creator
3D Makeup Artist

Tools
Signi icant platform-speci ic
con iguration and development
support, to meet growing anduncaptured demand.
“Someone needs to provide a sandbox
that everyone uses so that developers
can focus on developing.”
Anwar Noriega
CEO and Co-FounderWabisabi Design

Clara Bacou
Lens Creator

Developer
Ecosystem
Needs

54

Innovation
The freedom and license to
create innovative AR content,
test this content with consumers,
and iterate on new ideas, without
the fear of scrutiny, loss of work,
and / or overbearing
performance metrics.
"It's one thing to develop for people remotelyconnecting, but developing to enable people tointeract in the same space via AR is exciting.”
Snehaal Dhruv
Founder & Lens Creator

f

f

f

f

SuperFanSnap Inc. has overThe key is harnessing AR ina very intuitive way.
Partnering with Snap allows
us to bring our products tolife in an exciting new way.”

150,000
creators, who

Shane Horneij
Senior Director
Performance Marketing King

have made over

1.5 million
1lenses.
f

1: Snap Inc. internal data as of September 30, 2020

55

Snap [Inc.] has done so many
great things for adoption of
AR for both consumers anddevelopers. Snapchat ilterstaught the world what AR was
and the art of the possible.”
Max Dawes
Managing Director
ZapparReducefriction
Educate consumers and increase
hardware access to continue topropel AR’s evolution

Consumer Behavior
Consumers will continue to learn about AR and how it can be used toenhance their experience.
Brands should entertain and educate consumers on the value AR canprovide and incentivize them to partake in the AR movement.

Hardware / AccessAs battery life, network latency, and processing continue to improve,
AR devices will become slim, functional, and aesthetically pleasing.
Brands should strive to provide experiences that can scale and adopt
to technology advancements and provide equitable access for
Creators and consumers.

The barriers for creatives without a technicalbackground to create AR experiences is understanding
the technical limitations. You have to understand theseto pave over the cracks. As soon as there is a glitch or
issue for user it breaks the illusion.”
Qi PanDirector of Engineering
Computer Vision
Snap Inc.

56

06

Conclusion

57

Conclusion
Consumers continuously expect more
personalized and engaging experiencesthat enable them to interact withthe world. AR is delivering that toconsumers, today, but there remains
untapped potential for so much more.

ff

Brands know the consumer
appetite for AR is already here –consumers are far more likely to
pay attention to brands using AR.
There is a content imperative forbrands to meet consumers AR
demand, and now is the time tomeet this demand. Brands thatmeet the demand for AR
experiences may be more likely togain market share in the future.

The convergence of use cases andthe networking e ects is expediting
AR adoption. But to unlock AR’spotential, brands, developers, andplatforms need to work together toaccelerate content development
and grow the AR ecosystem.

58

Thank you

59

07

60

AppendixReport Methodology
Research Overview Global,
Quantitative Online Survey•••

20-minute online survey among 15,000
international respondents
Survey in ield from February 23, 2021 – April 5, 2021

Alignment with
Interdisciplinary Experts•

Respondent Quali ication

Experts within the AR industry participated in in-depth
interviews to provide context for survey indings andcontribute guidance on the future of AR in society.

•

Local Market Additions and Exceptions
•
•
•

f

f

f

f

•

f

n=1000 per market• Ages 13-50• 500 Snapchatters who use Snapchat at least once daily, split evenly amongst age groups 13-17,
18-24, and 25-50• To ensure a representative read on Snapchatters, cell weighting based on nested gender and age
were applied to each country to correct for demographic imbalances due to set sampling size.
• 500 Non-Snapchatters, who do not have Snapchat downloaded/have never heard of Snapchat,minimum of N=100 in all three age groupsMarkets: Australia, Canada, France, Germany, India, Japan, Malaysia, Mexico, The Netherlands, Norway,
Saudi Arabia, Sweden, United Arab Emirates, United States, United Kingdom

U.S.: Ethnicity quota (maximum 65% white respondents, maintained only for Snapchatters;
Non-Snapchatters sample should be roughly nationally representative)
KSA and UAE: Representative expat / citizen quotas (88% expat in UAE; 30% expat in KSA for both
Snapchatters and Non-Snapchatters).
Norway: Sample recruited for n=1000 to be representative of social media and communication app
users in that market, with a skew on ages re lective of other markets (evenly distributed across 13-17,
18-24, and 25-50)
Japan: Sample recruited for n=1000 to be representative of smartphone users in that market,
with a skew on ages re lective of other markets (evenly distributed across 13-17, 18-24, and 25-50)

61

Frequent AR Users Methodology
2021 Baseline
Frequent AR Users

Population Base

AR Adoption Rate

People who use AR weekly or daily basedon responses to 2021 Global Deloitte
Study commissioned by Snap Inc.1 andextrapolated to population

2021 Global Population Base: People ages 13-69 = 5.61B worldwide in 20202
2021 Social and Communications App Population Base: Global Population x
Social Media Penetration Rate (48% in 2021)3 = 2.71B

AR Adoption Rate of Total Population
AR Adoption Rate of Social and Comms App Population
Note: Adoption Rate capped at 100% in out years

Note: Assumes no increase or decrease in population. Base from 2021 stays
same across ive years

62
Survey Equivalent Ages:

13-24

25-44

45-50

AR Usage Frequency(2021)Gen Z

Millennial

Gen X /
BoomerSeveral times each day

26%

19%

12%

Once a day

13%

13%

7%

Several times a week

19%

18%

15%

Once a week

8%

8%

8%

A few times a month

10%

11%

12%

Once a month

4%

5%

8%

Less than once a month

8%

13%

17%

I don't use AR in this way

12%

14%

21%

Frequent

66%

58%

42%

2022-2025 Forecast
2022

ff

f

f

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Gen Z (n=4,319), Millennial (n=3,584), Gen X / Baby Boomer (n=348)
Q: How often do you use AR for any of the following reasons? Communication
Note: Boomers assumed similar behavior to Gen X since Boomers were not part of survey group
2: United Nations Population Division Department of Economic and Social A airs, World Population Prospects 2019, World Population 2020
3: Statista Global Social Network Penetration 2017-2025

2021 Baseline
See above

2000 Growth Rate of Smartphone Users
Note: 2021 AR Users is at 1999 smartphone user's adoption level since AR is in the Toy-phase of adoption; if
we look at where this transition took place with mobile phones, one can argue that this was when games like'snake' started being available (e.g., 1997: Nokia 6110 device released, 1999: emojis were invented, 2000:
Nokia 3310 launched, and the irst commercially available camera phone launched in Japan)

AR Photos / Videos per Day Methodology
Overall: Calculations were done by age groups in the 2021 Global Deloitte Digital Study commissioned by Snap Inc. and netted up into a
generational view. The following methodology was used for each age group (Ages: 13-17, Ages 18-24, Ages: 25-34, Ages: 35-44, Ages: 45-50)2021 and 2022 Baselines
Number of People

Number of Photos/Videos Taken Daily% of Photos/Videos that are AR

Daily AR Photos and/or Videos

Step 1: Determine Global Population for ages
10-69 (5.99B)1

Step 1: Identify scenarios for number of photos and orvideos taken daily

Step 1: Identify scenarios for percent of photos and or videos
taken that are AR

Step 1: Take annual AR photos and orvideos and divide by 365 to get daily AR
photos and or videos by age group

Note: Survey only included Ages 13-50. Ages 10-12
were assumed to have similar behavior to Ages
13-17. Ages 51-69 were assumed to have similar
behavior to Ages 45-50.

Note: Since the survey had ranges (few than 5, 5-10, 10 ormore), to determine the number of photos, we developed alow, mid, high case.
Low: assumes lowest quantity in each range (1,5,10)
Mid: assumes average of low and high case (2.5, 7, 12)
High: assumes highest quantity in each range (5, 10, 14)
14 was used as a cap for high case to keep daily photos at areasonable amount for an average user

Note: Since the survey had ranges (less than 20%, 20-40%,
40-60%, 60-80%, Over 80%), to determine number of photos
taken daily that were AR, we developed a low, mid, high case.
Low: assumes lowest quantity in each range (0%, 20%, 20%,
60%, 80%)
Mid: assumes average of low and high case (10%, 30%, 50%,
70%, 90%)
High: assumes highest quantity in each range (20%, 40%, 60%,
80%, 100%)

Step 2: Determine percent of people withincrosstab of survey questions for Frequency ofphotos/and or videos taken daily AND % of photos/
and or videos that are AR2. 2021 based on
responses to behaviors today. 2022 based on
responses to behaviors next year.

Step 2: Add all age groups to get total
daily AR photos and or videos

Step 2: Select case to apply to analysis
Step 2: Select case to apply to analysis
Note: High case was chosen based on input from Snap Inc.

Step 3: Apply percent of population from Step
2 to population to get number of people withineach crosstab

Note: High case was chosen based on input from Snap Inc.
Step 3: Apply adjustment factor to correct for people who areusing AR but may not realize it
Note: Based on 2021 Global Deloitte Study commissioned bySnap Inc., it was discovered that ~13% of respondents who use
AR could not successfully identify AR >50% of the time.2

2023-2025 Forecast
2022 Baseline

2023-2025

ff

1: United Nations Population Division Department of Economic and Social A airs, World Population Prospects 2019, World Population 2020
2: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=15,635)

2007 Growth Rate ofSmartphone Device Sales

Note: Device growth is used as a proxy for photos/videos growth. Growth rate assumes 2007
smartphone device growth. As of 2021, there are ~1.05B AR Compatible Devices: ARCore (Android)3 +ARKit (iOS)4. If this grows at global smartphone growth equivalent, there could be ~4.1B by 2025

Q: How many photos or videos do you capture on your phone’s native (non-app) camera and across all apps in a day? And thinking about all
the photos and videos you capture on your phone in a day, what percent of them are captured with or edited to include AR?
3: AR Insider Article, “ARCore Reaches 400 Million Devices”

4: Statista Research, “Augmented reality (AR) and virtual reality (VR) headset shipments worldwide 2020-2025”

63

ExpertInterviews

First Name

Last NameCountry

Company

Date

Glen
Raimon
Bryan
Alan
Ed
AdrianBill
Yagna

GainorHoms
RokoszakSmithson
Grieg
Mills
BriggsAkaluri

United States
Spain
United States
CanadaUnited Kingdom
Australia
United States
India

Amazon Studios
Deloitte
Deloitte Digital
MetaVRse
Deloitte
Deloitte Digital
Deloitte
Deloitte

2/13/2021
2/16/2021
2/16/2021
2/16/2021
2/17/2021
2/17/2021
2/18/2021
2/22/2021

JoannaJason
DonaldShashiRam

PopperWilliamson
Brady
Deethi
ChandelUnited States
United States
United States
India
United States

HP
Deloitte
Deloitte Digital
Deloitte
Deloitte

2/22/2021
2/22/2021
2/23/2021
2/23/2021
2/23/2021

LokeshStevenJean-Emmanuel

Ohri
BaileyBiondi

United States
United States
United States

Deloitte
Deloitte
Deloitte

2/23/2021
2/23/2021
2/23/2021

Dea
Shrenik

Lawrence
Sadalgi

United States
United States

VarietyWayfair

2/23/2021
2/24/2021

Mike
Jason
Paul
Kaitlyn
Max
Alex
WalterSnehaalBolandYim
McDonagh-Smith
KuczerDawes
SangerDelph
Dhruv

United States
United States
United Kingdom
United States
United Kingdom
United States
United States
India

ARtillery
Trigger Global
MIT
Deloitte Digital
ZapparUniversal Pictures
Magic Leap
SuperFan

2/24/2021
2/25/2021
2/26/2021
2/26/2021
2/26/2021
2/26/2021
3/1/2021
3/1/2021

64

ExpertInterviews

First Name

Last NameCountry

Company

Date

Tony

Parisi

United States

Anwar

Noriega

MexicoUnity
CEO / Cofounderat Wabisabi Design

3/3/2021
3/4/2021

Ines

Alpha

Alice

Bezirard-Fischer

FranceUnited ArabEmirates

3D Makeup Artist
Wella Company

3/5/2021
Write-in

Kirsten
Shane

SoumasHorneij

United States
United Kingdom

Verizon3/8/2021
3/9/2021

Qi
Kimberlee

Pan
ArcherUnited Kingdom

Snap
Snap

3/9/2021
3/9/2021

Carolina
RobertClara

Arguelles
Triefus
Bacou

Snap
Gucci
Lens Creator

3/9/2021
3/12/2021
3/11/2021
3/16/2021

Timoni
Lara
Peggy
Cheney
James

West
Bean
JohnsonJon
ClarkeUnited States
United Kingdom
United States
United States

Unity
adidas
Magic Leap

United States

Andrew
Eitan

McPheePilipskiUnited States

Frito-Lay
North America
Snap
Snap

Allan

Cook

United States
United States
Switzerland
United Kingdom

United States
United States

PerformanceMarketing King

Seek XR

Deloitte Digital

3/16/2021
3/19/2021
3/17/2021
Write-in
3/17/2021
3/17/2021
3/18/2021

65

AR connections drive revenue
AR
Connections

Over half of consumers
view AR as social.1+
Brand
Engagement

66

33%

more likely to sharebrand experiences.2

53%

more likely
to purchase products
from the brand.3=
The Recipe for
Revenue Success

Q: AR is a group activity / AR is a solo activity.| A: Agree much more with A | Q: Sometimes brands will create AR experiences through an app camera(e.g., a big movie company makes an AR experience where the heroes of a movie are ighting next to you, or a restaurant provides you a lens/ ilter/e ect that turns you into a hamburger). What impact, if any, does interacting with that AR experience have on your perception of that brand?
3: Base = AR is a group activity – Agree much more with (n=1,143), Aggregate (n=4,109)

f

f

ff

f

f

ff

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Aggregate (n=8,173)
Q: AR is a group activity / AR is a solo activity.| A: Agree much more with A, Agree somewhat more with A
2: Base = AR is a group activity – Agree much more with (n=1,194), Aggregate (n=4,945)

Q: AR is a group activity / AR is a solo activity.| A: Agree much more with A| Q: Sometimes brands will create AR
experiences through an app camera (e.g., a big movie company makes an AR experience where the heroes of amovie are ighting next to you, or a restaurant provides you a lens/ ilter/e ect that turns you into a hamburger).
What impact, if any, does interacting with that AR experience have on your perception of that brand?

The VICE model is how we see
people building and using AR inboth their personal and professional
lives. We have yet to ind an AR use
case that isn't about visualizing,
communicating, instructing or
engaging or some combination.”fAllan Cook
Digital Reality Business Leader
Deloitte Digital67

Develop with
consumers in mind:fDeloitte Digital’s
VICE Modelfor Impactful,Engaging
Experiences

Question: What makes agood AR app?

Answer: One that sells.
Obvious, yes.
Easy? No.
68

Based on our experience from the work we
do with our clients at Deloitte and thisresearch study, the VICE Model is a simple
way to think about how AR adds signi icant
value and can deliver maximum impact.

Develop with
consumers in mind:

Deloitte Digital’s
VICE Modelfor Impactful,Engaging
Experiences

V

I

Vision &Visualize

Instruct &InformShow environments that pique
people’s interest by allowing themto see the world – real or virtual –in new ways. Very little is
impossible to conceptualize; if abrand can imagine something, it
can show anything to consumers.

Give people access to ‘dummy-proof’
instructions that intuitively walk themthrough how to accomplish a task orassemble a product at their own pace.
Bonus: Give them access to a digital
expert to guide and educate themthrough the steps or tasks.

TECH

TOY

TOOL

C

E

Communicate &Collaborate

Entertain &EngageEnable people to talk, share,
and connect with each other.
Anywhere. Anytime.

Provide a fun way for people toengage with entertainment, media,
and each other. Excite consumers
with innovation and imagination.

TOTALITYAR Use Cases

The Vice Modelfor Impactful
Experiences“[AR] needs to be useful and provide
the information you need to better
educate yourself to make a purchase.
The more a consumer spends timewith something, the more likely they
are to buy it – there is no question thatwhen the ad is personal / interactive,
engagement rate goes up.”

“There are two focuses when leveraging
AR – consumer engagement with product,such as try on technology, and consumer
engagement with a company, such as
using storytelling to highlight a company’svalues (i.e., sustainability).”
Lara Bean
Senior Manager Operations & Digital Optimization
adidas

Try
On

Home
Furnishings

Dea Lawrence
CMO
VarietyV

I

Vision &Visualize

Instruct &InformProduct
Info

How
To

70

Work
Together

VirtualConferences“In the long term, multi-userinteraction with AR is thestronger case.”

ff

ff

Qi PanDirector of Engineering
Snap Inc.

C

E

Communicate &Collaborate

Entertaint &EngageLive
EventsNext Gen
Gaming"Consumers in di erent countries use
AR di erently. Example: In Brazil, theytend to be more expressive, visual,with art-centric and music type Lens."
Kimberlee Archer
Head of AR Marketing
Snap Inc.

What arethey using
AR for?
Top ways that people use
AR to enVision & Visualize
and Instruct & Inform.

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Why use AR – Feel creative (n=5,322), Improve shopping (n=4,370), Navigation (n=4,156) ,Learn something new (n=4,903), Product information (n=4,520), Instructions (n=3,517)
Q: Why use AR

Feel
Creative

34%1

Navigation

Learn
Something New

27%1

31%1

Try OnProduct
Information

28%1

29%1

V

I

Vision &Visualize

Instruct &InformInstructions

22%1

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What arethey using
AR for?
Top ways that people use AR
to Communicate & Collaborate
and Entertain & Engage.

72

Improve
Productivity

CE

Communicate &Collaborate

Entertaint &Engage17%1

1: 2021 Global Deloitte Digital Study commissioned by Snap Inc.
Base = Why use AR - Improve Productivity (n=2,636), Communicate (n=4,924), Connect with others(n=3,837), TV & Sports (n=2,798), Gaming (n=6,121), Wellness (n=1,680)
Q: Why use AR

Wellness

11%1

Communicate

Gaming31%1

39%1
Connectwith Others

TV & Sports

25%1

18%1

List of Markets Covered

Australia
CanadaFranceGermany
India
Japan
Malaysia
Mexico73

The Netherlands
NorwaySaudi Arabia
SwedenUnited ArabEmirates (UAE)
United Kingdom
United States

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