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Ericsson's "Augmented Tomorrow" Report: Insights on AR Experiences Beyond Smartphones and AR Filters

Methodology

• Qualitative Research: Conducted in-depth interviews between April and June 2023, involving 12 current AR/VR users, 7 industry experts, and 3 XR startup companies (TagSpace, forwARdgame, EyecandyLab).
• Quantitative Research: An online survey was conducted between July and August 2023 across 10 markets, targeting 10,000 early adopters aged 15-69, frequent users of smartphone AR apps and VR/AR/MR devices.

Key Findings

1. Geospatial AR Expansion and 5G Demand: As geospatial AR technology advances, the range of XR experiences is set to diversify significantly, demanding the capabilities of 5G networks for real-time, consistent experiences. Applications like AR sports viewing, public digital art, and augmented tourist displays are anticipated.

2. Growth of Smartphone and AR Device Combos: Over the next five years, the number of consumers using smartphones in conjunction with AR devices is expected to double. This trend underscores the importance of lightweight, portable AR/MR devices as essential companions to smartphones.

3. Demand for On-the-Go AR Devices: There is a high expectation for portable AR devices, particularly in glasses form, for outdoor use. Consumers are willing to pay up to 20% more for the convenience of portability.

4. Privacy Concerns and Device Adoption: Bystander privacy concerns remain a major hurdle, significantly reducing the adoption rate of AR devices. Globally, 60% of consumers express apprehension about being scanned by others, impacting their likelihood of adopting AR technology.

Introduction

Extended reality (XR) technology promises transformative experiences by merging the physical and digital worlds, offering new avenues for engagement and creativity. While smartphones have been the primary platform for AR experiences, there's a growing anticipation for more advanced devices and experiences. The report highlights the potential of AR to evolve beyond smartphones, focusing on the development of portable, lightweight devices that blend seamlessly into daily life.

Future Outlook

The industry is poised to introduce innovative devices and experiences designed to captivate consumers seeking the next big leap in technology. While smartphones remain central to AR experiences, there's a clear desire for more immersive, on-the-go AR devices that could potentially replace the smartphone's ubiquitous role in daily life. Industry experts predict a shift towards more diverse XR products, with AR leading the charge as a game-changer. The growth of AR headsets is expected, albeit at a slower pace than VR, driven by a desire for more versatile and integrated solutions.

Challenges and Opportunities

Consumer enthusiasm for on-the-go AR devices is matched by concerns over privacy and usability. The challenge lies in balancing technological advancement with consumer comfort and practicality. Opportunities abound in refining user experience, enhancing content relevance, and addressing privacy concerns to accelerate adoption rates. The report underscores the importance of understanding consumer expectations and needs to guide the development of AR technologies that are both compelling and respectful of personal boundaries.