Summary
Extended reality (XR) is any combination of augmented reality (AR), mixed reality (MR), or virtual reality (VR). Consumers are familiar with the technology, but few use it regularly. Only 20% of US online adults are comfortable consuming content within an XR environment. When they do, it influences their purchase decisions. Digital business leaders should evaluate building and offering more immersive shopping experiences within the context of their broader digital experience portfolios.
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