New Delhi, April 6 -- Augmented reality (AR) is emerging as a key driver of consumer engagement and purchase decisions in India, particularly among Gen Z users, as traditional digital advertising faces declining attention, according to a study by Snap Inc. and Kantar.

The study was conducted by Kantar among 1,534 Gen Z respondents aged 18-28 from NCCS A segments in India in December

The report, titled State of AR in India, found that 92% of Indian consumers believe AR will transform how they shop, learn, or connect online. It also noted that two in three Gen Z users say AR influences their purchase decisions, while three in five report that AR content holds their attention longer than standard social media posts.

The findings come at a...