By the end of the decade it is estimated around 100 million consumers will shop in augmented reality (AR), according to new analysis.

Gartner –  a world renowned research and advisory company – has made a number of predictions about key aspects of the digital future. And it believes the number of customers shopping in AR will be approaching 100 million, as the technology hitting the headlines recently with Pokémon GO becomes more mainstream.

AR offers people an improved and enhanced shopping experience where they can complement the physical world with images and video to create a better picture of their products in use.

“For example, a consumer pointing the IKEA catalog app at a room in his home can place furniture where he’d like it to go. This real-world element differentiates AR apps from those offering virtual reality (VR),” Gartner said.

Daryl Plummer, managing vice president, chief of research and Gartner Fellow added: “Gartner’s top strategic predictions continue to offer a provocative look at what might happen in some of the most critical areas of technology evolution. At the core of future outcomes is the notion of digital disruption, which has moved from an infrequent inconvenience to a consistent stream of change that is redefining markets and entire industries. Last year, we said digital changes were coming fast. This year the acceleration continues and may cause secondary effects that have wide-ranging impact on people and technology.”