Category: Tablet Commerce

Esquire campaign combines augmented reality with mobile commerce

Augmented reality is widely used as entertainment for tech-savvy consumers, or as a marketing tool to engage these people. These are not the only uses for the technology, however, and it is beginning to gain traction in the realm of mobile commerce and shopping. Popular magazine Esquire has taken note of the capabilities of augmented reality, both in terms of marketing and commerce, and has decided to introduce the technology into its November 20 issue.

Mobile app lets readers participate in mobile shopping

Using an iOS application called Netpage, Esquire readers can scan every photo, advertisement, and article that is found in the latest issue to initiate an augmented reality experience. When scanned, a PDF version of the content will be saved to a reader’s mobile device. This content can be easily shared and, in some cases, can be used to initiate shopping experiences. Though Esquire boasts of a digital edition made for the iPad, this marks the first time the publication has chosen to make use of augmented reality as an integration medium for smart phones and other mobile devices.

Augmented reality used by retailers for similar endeavors

This is not the first time augmented reality has been used for shopping. Retailers have been using the technology, sparingly, as a way to engage mobile consumers. Augmented reality mirrors — applications that allow consumers to try on virtual clothing — have been used by some retailers that specialize in fashion. The technology has proven somewhat popular in terms of shopping because of its ability to provide consumers with dynamic, context sensitive information.

Esquire campaign may boost interest in mobile commerce and augmented reality

The mobile shopping implications of the new initiative from Esquire could help bolster interest in augmented reality and the technology’s use in the field of mobile commerce. For now, however, the technology is likely to remain within the realm of marketing and entertainment, though that may change at some point in the future.

Tablet commerce spikes after work and on weekends, making it a part of the family living room.

Recent studies have clearly shown that evening hours – particularly after 6pm – bring a tremendous increase in the use of tablet computers (based on the number of keyword searches that are performed on Google).

Though many people are inclined to feel that this is an indicator that tablet use is much less important than that over desktops and laptops, as individuals use those larger devices while they’re at work and for a much longer period of time, what it is actually indicating is that tablets are more important than they used to be and there is a specific time in which those users can be targeted.

Tablets have become a part of the family living room and the experience for relaxing in the evening.

While televisions and desktop computers remain important, it is now important to note that 86 percent of American mobile device users are watching shows either on the devices themselves, or are watching them on television while they have the gadgets in their hands.

Despite the fact that the number of options for tablet computers remains relatively small, it is becoming an important part of the content consumption on evenings and weekends. As such, it opens the doors for the integration of several platforms for a fully connected experience.

According to a recent Nielsen study about the role being played by tablets and smartphones for commerce both online and in-store, 79 percent of mobile device owners said that they had used their device at some point in the shopping process.

Among tablet owners, 42 percent said that they had bought something using that device, while 29 percent of smartphone owners claimed that they had done the same. Smartphones are generally the top in-store choice for comparison shopping and research, simply due to their portability, but tablets are more likely to use their devices from home, and to both read and write product reviews.

Tablet commerce is becoming such an important part of online shopping that retailers and marketers are beginning to consider it a unique channel, instead of simply lumping it into the mobile commerce category with smartphones and other wireless portable devices.