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TECHNOLOGY | Staff Reporter, Singapore

Immersive tech lures in 7 in 10 Singaporean buyers: survey

Three in five remember brands better when they engage with tech such as AR and VR.

Over seven in 10 (71%) of Singapore consumers would be more likely to buy from a brand that focus on better experience using immersive technologies such as augmented and virtual reality and 3D content, according to an Accenture survey.

Nearly three in five (58%) expressed they would pay extra for a product if they could customise it using immersive technologies. In particular, consumers were open to purchasing more big-ticket items, such as cars and luxury goods, online.

About three in five or 59% felt they would better remember brands that regularly engage them with immersive technologies. More than half (58%) also said that experiencing products before purchasing is their top motivation for trying immersive technologies.

Thomas Mouritzen, Accenture Interactive's managing director in Southeast Asia, said this should push brands to reimagine digital commerce as consumers are ready for a new online shopping experience.

“Consumers want to shop online without sacrificing purchasing confidence. With immersive experiences, they don’t have to. Brands that invest now can enhance consumer relationships, increase online sales and open the door to the next wave of digital commerce,” Mouritzen added.

Across Asia Pacific, over half or 54% of consumers said these technologies make them feel connected with products, higher than their counterparts in Europe and North America.

Consumers in APAC are also marginally more likely to express a preference for ongoing engagement, while those in North America and Europe are more likely to prefer a transactional engagement (40% vs 30% vs 31% respectively).

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