Gen Z is often judged for having short attention spans. One study in 2015 estimated that Gen Z's attention span is just eight seconds, four seconds less than that of millennials. The study attributed this decrease to the generation's constant exposure to digital content and multiple screens.
But more recent research shows that younger consumers aren’t less attentive; they just pay attention to different mediums. A McKinsey report last year found that Gen Z consumers are highly focused when playing video games, using the same level of focus boomers exert while reading a newspaper. As India grows into one of the most dynamic AR markets globally, this ‘considered attention’ seems to hold true for advertising formats as well.
A new study by Snap Inc. and Kantar India found that three in five Gen Z users say augmented reality (AR) experiences retain their attention longer than regular posts. The report, titled State of AR in India, found that nearly three in five Gen Zs prefer posting interactive AR content over static photos or videos. Roughly 66.67% said AR makes brand experiences more immersive and content more exciting, making them more likely to share it with friends.
AR is also becoming central to how Gen Z creates and shares content. Three in five Gen Z users surveyed in the study said AR helps them express their personality and create more unique content. This shift positions AR at the intersection of media, creativity, and commerce where users are not just viewers, but active participants and creators.
A high-impact advertising format
At a time when consumers are increasingly tuning out traditional advertising due to ad clutter and passive engagement, this ability to hold attention positions AR as a uniquely powerful format in a cluttered digital ecosystem where attention is fragmented and fleeting.
A Lumen India Attention Research study commissioned by Snap and WPP Media last year found that despite being skippable, Snapchat’s Augmented Reality (AR) Lenses are over 2X more effective and 3X more efficient in capturing voluntary attention.
Neha Jolly Sawhney, head of ad revenue, India, Snap Inc, said, “AR is moving beyond experimentation and starting to drive real results. When two in three Gen Z consumers say AR helps them decide whether to buy, it signals that immersive experiences are no longer upper-funnel engagement tools; they are influencing real business outcomes.”
The Kantar study found that 92% of Indian consumers believe that AR will transform how they shop, learn, or connect online.
“The data shows that AR is reshaping consumer decision-making in measurable ways. It enhances understanding, builds believability, and increases intent, three critical drivers of conversion. For marketers, this represents a significant opportunity to rethink how immersive formats can drive effectiveness across the purchase journey, not just awareness,” shared Soumya Mohanty, managing director and chief client officer, South Asia, Insights Division, Kantar.
