Users’ awareness of augmented reality technology in mobile applications

- Michał Skubis

Augmented reality (AR) is becoming an increasingly popular technology, used in many fields. Particular prospects for its development are inherent in the dissemination of AR-based applications on widely used mobile devices. To guide the emerging research in this field, the level of knowledge of AR technology among potential consumers needs to be identified. The aim of this study was to determine the level of awareness of AR in mobile applications among their potential users, attempting to determine whether it is possible to define the profile of a user characterized by a greater level of knowledge of AR. Statistical analysis of the results of original research carried out with the CAWI in the spring of 2020 showed that the knowledge of augmented reality technology among potential consumers is at a relatively low level. Moreover, this study found no characteristics correlated with this knowledge, in terms of either demographics, or interest in and knowledge of modern technologies in general.

Michał Skubis — MSc, is a PhD student at the University of Economics in Poznań and is involved in the “Innovative Open Economy” project of the Interdisciplinary Doctoral Studies program. His scientific and professional interests focus on the implementation of modern technologies in broadly understood marketing, with particular emphasis on augmented reality. His doctoral dissertation is also related to this subject.

DOI: 10.2478/minib-2021-0006
MINIB, 2021, Vol. 40, Issue 2

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