AR and VR are the most exciting and revolutionary innovations of the past few years. However, the sales and acceptance of AR and VR products have so far been cooler than expected. So where is the problem?
To better understand the opportunities and challenges facing the AR / VR market, TECHnalysisResearch recently completed an online survey of 1,000 American consumers ages 18-74 who all have at least one AR/VR. equipment. This online survey involves a wide range of issues, such as why buy a certain brand of AR/VR equipment; how they all use; the advantages and disadvantages of the equipment and so on.
We can roughly understand the current AR/VR market from the survey results. Most people with AR or VR heads-up use mobile-based head-displays, and twice as many people use games based on consoles or PCs; VR-only ones use less. In total, 76% of respondents only used one system, while the remaining 24% used two or more.
The survey results show that the most popular are Samsung Gear VR, Sony PlayStation VR and other smartphone-based head phones. Interestingly, Sony PlayStation VR and Samsung Gear VR also had the highest satisfaction among respondents (see Figure 1). This shows that the product that provides the best user experience is also the best-selling product. The active marketing strategies adopted by these companies are also effective.
About 81% of respondents have a VR device, and the remaining 19% have an average of 3, this 19% should be AR and VR enthusiasts (they also brought the total average of each device to 1.4) . Another major finding of this study was that respondents used heads-ups with modest frequency. Only 18% used daily; 38% used weekly; 41% once or twice a month. In fact, users who use their heads-up every day use the highest percentages of htc vive, Microsoft MR head-ups (from various vendors), and Oculus Rift. These products cost more than most other products on the market.
When respondents were asked to use data to indicate how often they were wearing AR or VR heads and felt uncomfortable, the results showed that the problem persisted. Fortunately, 56% of respondents said that they have never had any or little discomfort, but one-third said that it sometimes happens (defined as one-third or half of the duration of use). 11% of respondents said that they often feel unwell (half of the period until the entire duration of use). Although the display refresh rate, shortened latency, and other technical improvements can reduce these numbers, it is clear that this is still an important factor that prevents its long-term use.
Although most of the research has focused on AR and VR headlines, the survey also included the use of smartphone-based AR applications. In view of Apple's earlier advocacy for iOS's ARKit and Google's ARCore for Android, the public's expectations for these new applications are high, but the survey results are disappointing. About half of respondents stated that they use AR applications at least once a month. However, the other half of the respondents either never used these applications or only tried several of them, but eventually gave up.
In general, the ratio of VR/AR is 3 to 1. VR clearly wins people’s hearts. Currently, people in the industry are discussing how AR can win in long-term technical warfare. This is only a small part of it. It is true that more and more consumers may be more likely to accept VR than AR, but research shows that immersive experience provided by VR is the most attractive point of the technology. But another surprising point is that the preferences of different age groups participating in the survey turned out to be the same.
With the development of technology and market, the enthusiasm of consumers today will only become higher and higher. Although opportunities may come slightly slower, there is no doubt that VR/AR technology is still in its early stages and it is believed that it will far exceed our expectations in the future.
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