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  • Layar shows significant reach, conversion and click-through rates from paper to digital content.

  • 2

    This document contains recent information from Layar, industry leader in mobile augmented reality since June 2009.

    Layar 2012 All Rights Reserved

    Layar shows significant reach, conversion and click-through rates from paper to digital content. May 2012

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    Table of Contents

    1. Introduction 4

    2. Market penetration of smartphones 6

    3. Market penetration of mobile AR applications 8

    4. Conversion rates from print to digital content 11

    5. Click-through rates 12

    6. Conclusion 13

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    Recently, Layar has set its focus squarely on making print interactive with digital content by activating the pages of magazines, newspapers, flyers and posters with videos, links to websites and the ability to share to social networks.

    The technology behind interactive print is called augmented reality, or AR. Print readers can dive deeper into their favorite print titles by holding their smartphone over the pages that have been activated with Layar. The Layar application recognizes the pages and displays buttons, images, videos and other contextual digital content above the page. This content allows users to click through to a digital destination, such as a website, video, web-shop, Twitter feed, Facebook page and much more.

    Several media outlets have already begun using Layar to activate their pages. Recent examples of our interactive print campaigns can be found on the Layar blog, including LINDA1, vtwonen2, EPPO3 and Whats Next4.


    1. Introduction

    figure 1.1 Examples of Layar buttons

    1. Introduction

    figure 1.2 Examples of magazines using Layar

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    Interactive print creates a new business opportunity for organizations that use the paper medium, such as publishers, advertisers, and brands with their own catalogues. As these organizations define the business case for interactive print, a new demand for detailed metrics is emerging.

    We have been looking into key metrics for defining the market potential for interactive print, and have gathered some results here from both external research agencies and our own internal metrics.

    We provide figures for how many people are...

    able to use Layar - The number of people who have a smartphone capable of running Layar.

    using Layar now - The number of people who have installed and use Layar.

    using Layar with print - The number of people using Layar to view content on a print publication, or as were calling it, conversion.

    using Layar to click through - The number of people clicking through to the digital content from the paper, also known as click-through rate or CTR.

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    2. Market penetration of smartphones

    Projected growth of smartphone owners as percentage of population (2012, 2016), per region

    Layar and all other mobile augmented reality (AR) applications require a modern smartphone to function properly. Most AR apps run on both iPhone and Android. While there are other smartphone operating systems in the market (Blackberry, Symbian, Windows Phone, etc.), iPhone and Android are by far the leading platforms.

    A report by Nielsen5 shows that in the U.S., iPhone and Android together account for over 80% of the smartphone market.

    According to Informa, between 8% and 38% of the worlds population (depending on the region, see the graph below) currently owns a smartphone. This number is expected to grow to as high as 60% by 2016 with the biggest rise in the Asia-Pacific region.

    5 Americas New Mobile Majority: a Look at Smartphone Owners in the U.S.

    Source: Informa, 2012






    North America Latin America Asia-Pacific Europe Africa/Middle East Global


    Projected net growth of smartphones, per region

    North AmericaLatin AmericaAsia PacificEuropeAfrica / Middle East0





    2010 2011 2012 2013 2014 2015 2016

    Source: Informa, 2012

    figure 2.1

    figure 2.2

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    Smartphone penetration (%) of leading European markets

    Mobile phone subscribers are now buying more smartphones than other non-smartphones, also known as feature phones. According to Nielsen6, as of February, 2012, more people in the U.S. own a smartphone than a non-smartphone.

    The same is true in parts of Europe. Below is a list of the leading European markets in terms of smartphone penetration.


    source: Comscore, European Market, 3 Month Avg. Ending February 2012, Age 13+

    figure 2.3

    United Kingdom 54,7%

    Spain 53,9%

    Italy 45,4%

    France 43,3%

    Germany 40,1%

    Combined penetration 46,9%

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    3. Market penetration of mobile AR applications

    3.1 Installed base and usage of Layar

    Layar has been installed and used on over 20 million devices globally, aided largely by pre-installation on Samsung devices between 2010 and 2011. Usage (traffic) on Layar is predominantly from Android; the rest is from iPhone. We no longer calculate usage statistics for the Symbian, Blackberry and Bada versions of the Layar application after ceasing support for these platforms.

    The number of users that opened Layar in the last 30 days (active usage) has been, on average, between 2 and 3 million over the last 6 months. Usage peaked to over 3 million in November 2011 and April 2012, and dipped to just below 2 million in January and February 2012.

    The varying peaks and valleys shown in this graph are attributable to a number of factors. Mainly, peaks occur when an update to Layar is released to the public. Updates from both Layar via the App Store and Play Store and from hardware providers with which we have a pre-installation deal will trigger a spike in usage. Launches of new devices on which Layar is pre-installed will also cause a peak.

    Monthly active users of the Layar application

    Source: Layar, May 2012

    figure 3.1






    11/6/11 12/4/11 1/1/12 1/29/12 2/26/12 3/25/12 4/22/12

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    These twelve countries represent 70% of Layars active users:

    Active users of the Layar application, as of May 2012, by country

    Source: Layar, May 2012

    Since Layar launched in June 2009, over 17,500 organizations (developers, agencies, brands, and individuals) have started developing on the Layar platform, and have collectively published over 4,300 layers.

    Number of Layar developers

    Source: Layar, May 2012

    United States 467.728 17%

    Spain 261.298 9%

    Germany 246.916 9%

    Netherlands 169.862 6%

    Japan 163.527 6%

    France 151.767 5%

    Great Britain 131.742 5%

    Italy 126.628 5%

    India 84.825 3%

    South Africa 73.641 3%

    Russia 61.845 2%

    Brazil 54.941 2%

    Rest of World 793.423 28%

    TOTAL 2.788.143

    figure 3.2

    figure 3.3






    November 2011 December 2011 January 2012 February 2012 March 2012 April 2012

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    3.2 Other mobile AR applications

    As there exists no industry overviews yet, we aimed to create a reliable and reproducible analysis of the installed base of Layar versus other major mobile AR browser applications. Data was gathered from the Google Play Store (previously the Android Market) and the App Store, as all major mobile AR apps are available on these two platforms.

    The Google Play Store provides elaborate data on downloads, with three statistics for each application: A range for the number of installs. An average user rating. A total number of user ratings.

    On the App Store, it is not possible to find reliable, publicly available data on global application installs. Apple only provides the number of user ratings for each application, listed by country. Although many factors influence the willingness of, and reasons for users to provide a rating, one can assume that there is a correlation between the number of ratings and the number of installs.

    In this overview, only AR browsers (applications which offer a catalogue of mobile AR content) have been included, not standalone, white-label or branded applications offered by various augmented reality providers.

    Android - Google Play Store

    Source: Google Play store, as of May 10th, 2012

    iPhone - App Store

    Source: App Store, as of May 11th, 2012




    Aurasma Lite


    Kooaba Shortcut

    Installs Rating # of ratings

    10.000.000 - 50.000.000 3,4 54499

    100.000 - 500.000 2,5 2399

    100.000 - 500.000 2,5 715

    10.000 - 50.000 2,7 174

    10.000 - 50.000 3,1 134


    # of ratings iPhone:# of ratings iPhone:# of ratings iPhone:# of ratings iPhone:# of ratings iPhone: Total ratings: Rating:

    US UK/ GB NL Germany

    France (top 5 countries) (top 5 countries):



    Aurasma Lite


    Kooaba Shortcut

    8453 2639 2110 1261 1072 15535 2,5

    372 84 21 2286 40 2803 2 - 3

    307 299 74 15 11 706 2.5 - 3

    7 90


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