Snapchat：美國增強現(xiàn)實轉型報告

USReport|USReport|#5EasystepstogetyourARadvantage1Establish?expectationsThereisadisconnectbetweenbrandperceptionsandconsumerexpectations.Brandsneedtoclosethisgap,bythinkingofhowtheycanmeetandexceedgrowingconsumerusageanddemand.Startwiththebasics.2.ExpandtomakeliveseasierBuildimmersiveARexperiencesthatenhancepeople'slivesbyallowingconsumerstoexploretheworld(e.g.mapstonavigate),connectwithothers(e.g.tofindfriends),andfuelpersonalgrowth(e.g.ARtolearn).3.EngageacrossthelifecycleUseARtocreateamoreseamlessshoppingexperiencethatmakesconsumersmorelikelytopurchase.Thinkabouthowyoucaninspireyouraudienceateverytouchpoint；fromawarenessandconsideration,toconversionandloyalty.4Elevate?yourbrandvaluesARmakesabrand'spurposeandvaluestangibleforconsumers.Builddeeperconnectionsbyshowcasingyoursustainability(world),diversity(others),andwellness(growth)initiatives.5Embrace?theopportunityThousandsofbrandsarealreadyusingARtoinspireandmakeapositiveimpact.Itseasytogetstarted,socatchupwiththosealreadymakingground.TheMethodologyDefinitionsBasedonthefindingfromthisreport,brands,creatorsandinnovatorscanimmersethemselvesintheARrevolution.Forthis,wehavedefinedtwoessentialsamplegroupsthathavebeenreferredtointhisreportas...Consumers：Smartphoneusersaged13to44yearsoldwhouseanysocial/communicationapp.CurrentARusersoropentoAR.ARdecisionmakers(knownas'Brands'inthisreport)：SeniorARdecisionmakersfrombrandsoragenciesthathaveimplementedAR(used)orareopentodoingso(awareandopentouseAR).

MethodologyQuantitativeSurveysQuantitativesurveystounderstandthevalueofARandtheproblemsARsolvesforconsumersandARDecisionMakers.Qualitative,Semiotics&TrendsanalysisInterviewswithpioneers.SnapbuyersandthoughtleadersinARtouncoverfutureusecasesandthetrendsthataredrivingthisspace.AdditionalSecondaryqualitativeanalysisfromSnapadvertiserandSnapConsumerresearch.SemioticsanalysisofculturalartifactsrepresentingARtounderstandwhatmessagesandimagesareinfluencingandshapingopinions.ThisreportisgroundedinthefollowingmajorcomponentscarriedoutbyIPSOSUKonbehalfofSnap,Inc：SurveylengthQUANTITATIVECONSUMERONLINESURVEY15minutesonlineselfcompletionsurvey.QUANTITATIVEARDECISIONMAKERONLINESURVEY15minutesonlineselfcompletionsurvey.Sampledefinitionandsize24,849participantsaged13to44whoownanduseasmartphone,anduseanysocial/communicationappandchosetotakepartinoursurvey,fromwhich1,580wereGermansmartphoneconsumers-1,251ARusersorfutureusers.1,021seniordecisionmakers(managers+)drawnfrombrandsoragenciesthathaveusedARorareopentodoingsointhefuturewhochosetotakepart,fromwhich214brandswerefromtheUS.Territories16countriesacrosstheGlobe：US,Canada,Mexico,GB,France,Germany,Netherlands,Sweden,Norway,Australia,Japan,Malaysia,Indonesia,India,UnitedArabEmiratesandSaudiArabia.QUALITATIVE,SEMIOTICS&TRENDSANALYSISTrendsanalysis&QualitativeSecondaryresearchandanexpertforumwith8pioneers,engineersandthoughtleadersinARtouncoverfutureopportunitiesandusecasesforARandthetrendsthataredrivingthisspace.Twoin-depthinterviewswithSnapAdvertiserstodiscusssuccessfulusecasesofAR.Secondaryqualitativeanalysisfrom12xSnapadvertisersquotesfromSnap,IncqualitativeSnapchatuserresearch.Quotas&BoostsAgewithingendertoensurearobust,analysablesamplesizepergrouppercountry(equallydistributedacrossthefollowingagegroups：13-17,18-24,25-34and35-44.BoostsforSnapchatusersornon-Snapchatusersdependingonindividualcountryincidencetoensurestrongsamplesizeacrossbothgroups.Fieldworkdates22March-27April2022.WeightingFinaldataweightedonage,genderandcountryspecificincidencesfortheboostsamples(alongsidenationality/expatforSaudiArabiaandUnitedArabEmirates)toalignwiththeprofileofsmartphoneusersineachofthesurveyedterritories.Totalsamplebycountryweightedtothesamenumberofparticipants(n=1,500)withGlobalresultsbasedonaggregatedataacrosscountries.16countriesacrosstheGlobe：US,Canada,Mexico,GB,France,Germany,Netherlands,Sweden,Norway,Australia,Japan,Malaysia,Indonesia,India,UnitedArabEmiratesandSaudiArabia.Imposedtoattainasplitofbothorganisationsandagenciesandregion(Asia-Pacific,NorthAmerica,EMEA,MENAandNordics).SemioticsanalysisAnalysisofculturalartifactsrepresentingARtounderstandwhatmessagesandimagesareinfluencingandshapingopinions,attitudesandexpectationsofaudiences.18March-21April2022.Noweightingwasapplied.UnweighteddatawasaggregatedandanalysedataGlobalandRegionallevel.IPSOSUKCLIENTTEAMBillieIng-HeadofUKTrendsandFuturesBillie.lng@MadelineSteinberg-EngagementLeadStrategy3Madeline.Steinberg@EduardoMena-ResearchDirectorMediaEduardo.Mena@Methodology囹Consumer素BrandsSampledetailfromConsumer&Brandssurveys,bycountry：usCanadaMexicoGBFranceGermanyTheNetherlandsSwedenNorwayUAEKSAAustraliaJapanMalaysiaIndonesiaIndiaGlobalAllsmartphoneuserOfwhich(n=)arecurrentARorfutureusersCompletesbycountryCompletesbyregionRegion1,5801,251214316North1,5271,13450*America1,5751,42452*1,6521,