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!