Key stat: 38.3% of US digital shoppers have never used virtual or augmented reality to shop and aren't interested in trying it, making outright rejection the single most common response, according to a February survey from Bizrate Insights and EMARKETER.

Beyond the chart:

• Shoppers aren't tech-averse, they're AR-averse. Just 11% of global consumers use no in-store technology at all, from self-checkout to smart carts, yet only 16% are using augmented reality in retail apps, according to SOTI.
• Meanwhile, the categories AR was supposed to fix still run through physical space. Nearly two-thirds of furniture and home goods shoppers, 62.9%, discover brands and products in stores, per an EMARKETER survey.

Use this chart: Drop this in your next roadmap review when someone pitches an AR try-on build. Show it to leadership to make the case for funding checkout and fit basics first, then benchmark any AR pilot against the 4.5% who use these tools regularly, not against vendor demo reels.

Related EMARKETER reports:

• Data Drop: 5 Charts on Virtual and Augmented Technology (EMARKETER subscription required)
• Generational Shopping Trends 2026 (EMARKETER subscription required)

Methodology: Data is from the March 2026 "The EMARKETER Ecommerce Survey" conducted by Bizrate Insights. 1,004 US adults ages 18 to 65 were surveyed online during February 2-March 1, 2026. Respondents identified as female (50.9%) and male (49.1%) and were ages 18-34 (33.5%), 35-54 (33.4%), and 55-65 (33.2%). Data has a margin of error of +/-3 percentage points at the 95% confidence interval. Respondents were members of Bizrate Rewards, the Bizrate Consumer Panel operated by Bizrate Insights, which is comprised of over 2 million panelists who provide feedback based on their experiences and opinions. The Bizrate Rewards panel is comprised of a broad demographic profile which represents a sampling of all ages, education levels, genders, and incomes. At the time of joining the panel, each panelist stated they had shopped online. In exchange for providing feedback, panelists have the opportunity to earn points, which can be exchanged for electronic gift cards. This survey, provided by Bizrate Insights on behalf of EMARKETER, provides a monthly consumer pulse of digital shopping behavior and intent.