Augmented reality (AR) is one of the most intriguing and potentially disruptive technologies that has come along in quite some time. Which applications will consumers embrace? Where are the boundaries of information overlays and on-the-fly interactivity? For those who are unfamiliar with augmented reality, this technology takes objects and places in the real world and adds a layer of digital information to “augment” (or add insights to) the experience. By pointing the camera of a mobile device at an AR-enabled object, consumers can engage and interact with various types of superimposed graphics, audio files, and other sensory enhancements over a real-world environment in real time.

AR technology is breathing new life into traditional print media. Although AR applications are still only just emerging, a number of market forces are assembling to drive more widespread use. Growth in AR-enabled mobile devices and applications is accelerating all the time, and the statistics speak for themselves:

More and more of today’s consumers are armed with mobile devices, and the available applications are expanding on a daily basis. The combination of these factors will make it easier than ever for consumers to access and engage with AR applications. A greater variety in the types of applications (beyond gaming and marketing gimmicks) will further expand use.