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Integration of Augmented Reality Technology in German Print Magazines: An Analysis of the Consumer Perspective and a Potential Outlook According to Experts

  • With the rise of the internet and the flood of information it provides at no cost, print is no longer the main source of information. The German magazine market has been highly affected by this change. Publishers are faced with declining sales volumes, loss of advertising income and increasing costs. The implementation of Augmented Reality technology could make print magazines less static by providing the opportunity to add extra content and create an interactive reading experience. However, so far the use cases of this technology in print magazines have been rare, which might be due to the deficiency of information publishers have about its likelihood of success. To reduce this information gap and provide some recommendations for publishers, a web survey and expert interviews were conducted to establish the consumer perspective on an implementation of AR technology and to provide a potential future outlook based on the opinions of German AR solution providers. It was concluded that an implementation of AR would lead to a value addition for consumers and would result in an increase in purchase intention. Despite also resulting in an improved perceived image of the magazine, it should only be implemented if it does not lead to an increase in price or the reduction of editorial content, to avoid losing readers, who will not access the additional content. The substantial costs involved in implementing AR as well as existing technological limitations, which affect the ease of use for consumers, will likely prevent many publishers from realising such an implementation. AR glasses will play a significant role in the decision if AR technology will have a future in German print magazines according to the interviewed experts, in case they are accepted by the general public.

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Author:Diana Wirth
Advisor:Kai-Markus Müller
Document Type:Bachelor Thesis
Year of Completion:2018
Granting Institution:Hochschule Furtwangen
Release Date:2018/02/28
Tag:Augmented reality; Consumer perspective; German magazine market; Print media
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich geschützt