Long-term User Behaviour: After the Initial Excitement?
We focus on the use of virtual and augmented reality technologies in the sales tools (vs marketing gimmicks), and are always keen to understand how the consumers use the applications, routinely studying the consumer behaviour in order to identify behavioural changes and to analyse the effects of new features and technologies (e.g removing the plugin requirements).
In one of our consumer behaviour studies we recently wanted to analyse how well the technology has maintained its relevance to the consumers once the excitement of the new, shiny toy, has worn off - if it indeed has. We did this by comparing recent consumer behaviour from some of our long time customers - with 4-6 years of application use - to the same characteristics after the capability launch (sample size of 100k sessions from May). The results are, at least in our opinion, nothing short of impressive. While some consumer behaviour differences exist between applications (virtual reality, augmented-reality, live-AR) and client types (PC, tablet, phone), we found that on a high level:
Consumer Use Has Remained Consistent
- The customer take-up varies mostly based on the linkage to the purchase cycle and promotion (18.5%-40.2%),and after the initial fast ramp-up, the use typically continues to increase gradually (suggesting a relatively high Bass innovation coefficient).
- The support of tablet applications typically increased the application use by 15%-20%.
Consumers Have Remain Engaged
- Average session length has remained consistent at 22mins 36s (longest sessions over 4.5hrs!) and the standard deviation at 6min 6s.
- The engagement is similar across all device types with even iPhone (a bit to our surprise) having a session length of 20min 30s.
- The live-augmented reality sessions tend to be shorter than the VR and AR sessions. We believe that this is due to the consumer spending more time in the design sessions while the live-AR feature is typically used only for the final verification of products and colours in the real environment.
Consumers Continue To Design With The Apps
- 35% of all sessions involve modular products and on average 2 products (highest 18) per session.
- When designing with modular products the consumer on average uses 8.8 elements during a session (highest 406 over multiple products).
- On average consumer tries 4.3 different fabrics (highest 313 fabrics during as session).