You might think VR and AR is a thing of the future.
But our research shows that retail shoppers want it now.

Is your business ready?

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Of shoppers globally think that VR and AR will become as popular as smartphones


Think VR is the future of shopping

Retail shoppers are ready for VR experiences now


Think that AR and VR has the ability to change how we shop and that it’s way more fun than shopping online

Do shoppers want VR for better engagement?

57% globally said yes

73% Brazil

82% China

58% U.S.A.

Not surprisingly millennials want it now,

67% of these global shoppers are aged 25-34.

Shoppers think that VR and AR can deliver multiple benefits


More time saving, cutting out the need to visit a store


The opportunity to experience products before they buy


Better awareness on
product fit

VR and AR should be rolled out in an omni-channel capacity

Shoppers are most concerned about cost and security


Are concerned about device costs


Are worried about payment security when looking to buy in a VR or AR experience

If retailers can address security, shoppers will buy.

Top tactics include

Fingerprint scanning


Code or password


Retina scanning


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The 360 consumer: how VR is reshaping the buying experience research was conducted by Opinium and examines the viewpoints of over 16,020 consumers across eight markets on the current take up of Virtual Reality and Augmented Reality technologies as well as the barriers and benefits to adoption envisaged.

Online interviews were completed by adults who have heard of Virtual or Augmented Reality in Australia, Brazil, China, Germany, Japan, The Netherlands, United Kingdom and the United States of America between 2nd-10th March 2017.


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