From the results of our continuing user research, we’ve found that interactive print is becoming more and more desirable from users, and they’re looking to more easily enjoy content. Users also want to be able to access this content later and to share it with others.

Based on this trend, we’ve already added features to the Layar App to meet this need. The Recent Content section – a kind of “history” section for Layar – allows users to review interactive print items and links they’ve previously interacted with. In the coming months we’ll be expanding this functionality to allow users to save and share full interactive print experiences.

As for the latest version of Layar, we’ve introduced a new feature that aims to improve the overall user experience. It’s called “Pop-out” and it allows users to literally pop the interactive experience out of the print page and onto their device.

Now users can continue to enjoy content however they want, all without keeping their device pointed at the original page. Instead of hunching over with a magazine in one hand and a phone in the other, users can now lean back and engage with interactive print with both hands in full comfort. With Pop-out, users are more likely to both engage with and share their experience with others. You can see how it works in the video above.

Our preliminary results from Layar 8.1 (we has been out on iOS for a few weeks now) show that engagement with interactive print has increased thanks to the Pop-out feature. Roughly half of users that see an interactive augment use the Pop-out feature to continue the experience away from the page, advertisement or other item.

When users tap the new Pop-out button in the lower-left corner, we show the original page and added digital content on their screen. They can move, zoom and tap all they want - all without needing to keep their device pointed at whatever it is they scanned.

“I really like this feature because it makes engaging with interactive print so much easier and convenient,” said Layar Product Manager Maurice Groenhart. “With the new Pop-out feature, I can lean back and enjoy the interactive print experience as comfortably as possible.”

The new Layar 8.1 is available now for iOS and Android.

At the end of 2013, we conducted a global online survey among Layar App users to get a better idea of why consumers download Layar, how they use the app to scan interactive print and more.

From this research we were able to draw some strong conclusions that shed light on some meaningful business opportunities for publishers and marketeers. Here are some of the key findings from the survey that you can use to take advantage of interactive print for your business.

Consumers Are Drawn to Layar’s Brand and Possibilities of Interactive Print

Thanks to Layar’s strong brand awareness, 35% of respondents downloaded Layar out of pure curiosity. Another 31% downloaded the app because they were eager to access the extra digital content provided by interactive print in a publication or ad. Of the 4% of respondents who downloaded the Layar App for any “other” reason, most did so because they considered Layar to be “cool” or “awesome,” or because they “just love AR.”

Users Are Familiar With Or Open to Making Mobile Purchases

More than half of Layar App users have made a purchase on their mobile device, and an additional one-third say they could in the future. This is a huge opportunity for publishers, advertisers, marketeers and more to take advantage of interactive print for mobile ecommerce revenue.

Consumers Are Eager to Experience Interactive Print

65% of those that have scanned with Layar try to get their hands on as much AR content as possible or will scan when given the chance to. 95% of those that haven’t scanned with the Layar App are interested in having an interactive print experience. This is an excellent opportunity to provide extra content that consumers are eager to engage with.

Layar Users Fall Into More Mature Age Brackets

32% of Layar App users fall between the ages of 20 and 30. Just 14% are younger than 20 while 54% are above 30. Layar’s users are older than the average smartphone user. Publishers can take advantage of this by targeting their interactive print to a more mature audience.

To dive deeper into the results of our global user research, download the PDF here!