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Millennials more enthused about augmented reality than teenagers: Ericsson study

Millennials more enthused about augmented reality than teenagers: Ericsson study
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Gaming now makes up 26% of all media consumption hours and is considered more important by the millennial age group of 24-35 rather than teenagers, according a report by mobile telecoms equipment company Ericsson.

The report said that the future of gaming will be augmented reality (AR) and the millennial generation that grew up with PlayStations and Xboxes considers gaming to be a far more important aspect of their lives than teenagers, who only view games as a way to kill time.

The report highlights the increasing use cases for AR for millennials and its importance as a future tech that could be used in a large scale within enterprises for gamification.

Other findings in the report point towards an increase in multiplayer gaming, with 43% of respondents interested in multiplayer AR sports, while 25% of the subjects said that they will use AR for physical health within the next five years.

“While gaming is already now a mainstream activity, with no less than 77% of the studied population being active gamers, AR stands to grow the gamer community even further. More than one in three non-gamers is interested in AR gaming,” said Anders Erlandsson, master researcher at Ericsson Consumer & IndustryLab, who is the main author of the report.

It is to be noted that Pokémon GO, an AR game that requires the player to walk extensively, was a huge hit globally and in India. Four out of 10 respondents said they looked forward to AR games being more interactive and immersive in the future.  

The report said it took over 7,000 interviews with people aged 14-69 in countries such as Brazil, China, France, Japan, South Korea, the UK and the US, which resulted in a study representative of 676 million people.

AR is gathering steam in India, too.

In October last year, TechCircle reported that the Internet and Mobile Association of India (IAMAI) had formed a committee tasked with promoting AR and virtual reality (VR) in the country.

Also, a Capgemini study stated that immersive technologies such as AR and VR will go mainstream in business operations in the coming years. The study said AR was more relevant than VR.

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