Emerging mobile technologies such as Google Goggles, augmented reality and Near Field Communications (NFC) are gaining recognition amongst UK consumers, new research by lifestyle and environments communications agency Kinetic Worldwide has found.

In its latest study of consumer lifestyles and behaviour outside the home, Kinetic found almost a third of consumers were aware of the new range of mobile technologies that enable them to interact with images, advertising and at the point of sale in retailers.

A third of all adults are now aware of either instant interaction technology NFC, image recognition system Google Goggles or mobile augmented reality applications such as Blippar. The study found that 21% of UK consumers are now aware of Google Goggles, rising to a third amongst smartphone owners, while 11% have heard of NFC, 10% mobile augmented reality and 3% were specifically aware of Blippar.

Awareness of QR codes and their uses has also risen significantly. In May Kinetic found 44% of adults could identify a QR code; this figure now stands at 69%.

Kinetic’s latest study suggests younger consumers are comfortable with the idea of interacting via their mobiles with their surroundings when they are out and about and using them for activities previously only done in the home or office.

The research found for example that a quarter of 25-34 year olds now say mobile banking is their preferred method of managing their finances while overall 12% of consumers say they use mobile internet banking.

Kinetic found that nearly 70% of people between the ages of 18 and 24 in the UK now own a smartphone (half of all adults now say they own one.) The number of consumers owning a tablet computer has also seen a surge over the last six months, increasing from 4% in May to 11% of adults in October.

Ownership of smart devices is driving up consumption of mobile social media, with Facebook and Twitter now both used on the move by over half of UK subscribers.

Kinetic also found that owners of tablet computers are becoming more comfortable using their devices while out and about. Kinetic found 74% of tablet owners use them while commuting, up from 53% in May, while 57% use them while on holiday and 46% in pubs, restaurants and coffee bars.

Nick Mawditt, Global Director of Insight and Marketing at Kinetic Worldwide commented: “Smartphone owners are becoming aware that their devices can enhance the way they receive information about their surroundings outside the home. We believe that interactive technologies such as NFC and augmented reality will become an everyday part of consumers’ lives as they become used to engaging with interactive technologies in different locations.”