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People show high levels of immersion when engaged with augmented reality experiences, according to the results of international research conducted by Snap Inc. and Alter Agents.
Snap said in an email, “When we talk about ‘immersion,’ we’re referring to a neurological state based on a person’s relative level of attention and emotional connection. When people are highly immersed, they are paying attention, emotionally engaged and actively committing information to memory. To put it differently, they are ‘in the zone,’ and the experience is resonating with them on a fundamental level—to the point it can predict future behavior.”