New research reveals that nearly 3 in 4 shoppers (71%) say an extended reality (XR) experience would be of interest when purchasing a product or service.

In addition, 81% of 16-to-34-year-old consumers believe XR will soon be used in our daily lives, while more than half (53%) would be more likely to purchase a product or service if it included an XR experience.

The research, conducted for extended reality agency SYZYGY XR, the innovative tech wing of international award-winning digital agency SYZYGY, surveyed 1,000+ British consumers who explained their perceptions and past-experiences with XR technology, which includes virtual reality, augmented reality and mixed reality.

The results show that despite high consumer interest and demand, the majority of brands have so far failed to offer shoppers an extended reality experience, as only a quarter of consumers (26%) have taken part in such an experience when purchasing a product or service.

This gap between consumer demand and brand activation reveals an opportunity for companies looking to lead the marketplace and deliver innovative content and campaigns.

Age played a determining factor in the research. More than 1/3 (36%) of consumers aged 16-34 say they have taken part in an XR experience when purchasing a product or service, compared to a paltry 5% of consumers aged 55+.

Despite this discrepancy, consumers across all age demographics showed noticeable curiosity in XR as a marketing tool, with 72% of shoppers saying they would potentially be interested in experiencing XR.

Bartek Rozbicki, Group XR Director at SYZYGY, says: “The marketplace is changing at an ever-increasing rate, and extended reality is set to play a crucial role in this evolution.

“For the business world, it’s important that brands start to think about XR adoption now in order to plan marketing campaigns and customer engagement strategies for the future. In an increasingly saturated marketplace, XR can help brands deliver highly relevant and immersive content for a new generation of consumers.”